Revamping a Managed Services Hub for Modern Lead Generation

Consolidating Branding and Performance to Drive Industry Engagement

This client is a resource and networking group within the Managed Services and Cloud Computing industry. Upon inheriting this website through a merger, our team found the site’s existing design and structure in need of a full visual revamp. While the branding remained unchanged, we reorganized content and improved functionality to make lead capture more efficient—aiming to draw more members, certify professionals, and act as a central hub for training and educational resources.

Duration
  • 2 month revamp with a target of 2 pages per week.
Role
  • Site Revamp (Front End & Performance)
  • UX/UI Updates
  • Lead Generation Optimization
Scope
  • Revamp on 18-page website + 4 “hidden” ad landing pages.
Tech & Tools
  • WordPress site with custom PHP
  • Figma Wireframes
  • SEM Rush
  • Mouseflow

Initial Challenges & Solutions

Outdated Visuals & Structure

The original site architecture made discovering industry insights, certifications, and membership benefits confusing.

Solution - Contemporary Look & Feel

Give the existing brand a visual facelift, aligning it with modern design standards. We also optimized images and took a look at SEO keywords to ensure the site was reaching the correct audiences.

Lead Generation Roadblocks

Hidden landing pages were outdated or hard to update, limiting campaign effectiveness.

Solution - Robust Lead Capture & Retention

Update or create landing pages that align with ad campaigns, spurring higher conversions.

Performance Inefficiencies

The site needed to handle a global audience accessing resources and certification materials, demanding robust hosting and efficient design.

Solution - User-Friendly Resource Access

Streamlined how prospective and current members find relevant content, training materials, and membership application forms.

Working the Problem

Audit & Content Mapping

  • We evaluated inherited site for broken links, outdated visuals, and confusing navigation menus.
  • Collaborated with the marketing team to understand existing ad campaigns and membership funnels.

Design Refresh & UX Updates

  • Retained brand colors and logo for consistency but employed a cleaner, modern layout to amplify site credibility.
  • Reorganized navigation to highlight essential pathways: Membership, Training/Certifications, Resources, and Contact.
  • Optimized images and consolidated scripts to reduce page load times.
  • Implemented basic caching and hosting configurations to handle global traffic spikes, especially during new certification launches.

Landing Page Development

  • Created 4 hidden landing pages specifically tailored to ads targeting potential members, certification candidates, and industry partners.
  • Ensured each page had a crisp, direct call to action (e.g., “Join Now,” “Enroll in Training”) for streamlined lead capture.

Quality Assurance & Launch

  • Reviewed user flows to confirm members could quickly find resources and sign up for certifications.
  • Tested landing pages’ responsiveness and form integration across desktop and mobile devices.
  • Ran short term user tests to ensure that our rolling page redesign went flawlessly across desktop and mobile devices.

Additional
Considerations

When building an experience, we frequently discover new factors that require us to pivot rapidly and think of additional scenarios to deal with a problem

Maintaining Brand Consistency While Modernizing

The existing brand elements couldn’t be changed drastically but the still felt outdated in context.

Solution - Refresh Accompanying Design Elements

We introduced modern typography, ample white space, and updated icons while retaining brand color schemes. Additionally we adjusted each pages layout to highlight brand assets in a more contemporary context, delivering familiarity with freshness.

Global Audience & Resource Access

International traffic meant potentially large spikes during events or certification updates.

Solution - Enhanced Hosting & Workflow Optimization

To keep the data flowing smoothly we Employed hosting configurations (e.g., CDN, caching) to balance load times worldwide. The client was receptive to changes to the site so we took the opportunity to optimized the navigation so key resources (certification documents, membership sign-up) were no more than two clicks away.

Legacy Landing Pages

Old, hard-coded landing pages hindered quick updates to campaigns or messaging.

Solution - Curated Landing Pages

We rebuilt landing pages in a flexible, CMS-friendly format, empowering the marketing team to update copy and offers swiftly. To keep each track of each program, we added analytics tracking to measure ad performance and track conversions precisely.

Outcomes

Revitalized Look & Feel
Despite retaining existing brand elements, the site’s modernized layout and updated graphics gave MSP Alliance a contemporary presence unique to their brand.
Streamlined User Flows
The reorganized navigation improved user satisfaction, with fewer complaints about finding membership or certification info.
Enhanced Lead Generation
Hidden landing pages aligned closely with active ad campaigns, increasing conversions and simplifying updates for the marketing team.
Performance Gains
Optimized code and a robust hosting approach reduced bounce rates associated with slow load times, supporting users from diverse global locations.

Personal Growth

This revamp illustrates how careful navigation restructuring, modern design updates, and flexible lead capture tools can breathe new life into an established brand. By respecting existing brand standards while optimizing for user experience and global performance, we ensured ould effectively grow its membership and serve as a go-to resource for managed services and cloud computing professionals worldwide.

Balancing Constraints & Creativity

Working within an established brand identity while still making a noticeable improvement tested my creative problem-solving the site and project challenge was fun to work on despite the tight timeframe.

Global Audience Considerations

I gained deeper experience in performance optimization for an international user base, an important skill for scaling websites.

Empowering Marketing Teams

By restructuring landing pages within a CMS, we empowered non-technical staff to iterate on campaigns independently, fostering a more agile marketing approach.

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