Overview

Multisorb Technologies, a global leader in providing sorbent solutions, tasked us with redesigning their website better to support their sales funnel and lead generation efforts. Initially built on Drupal by request of the parent organization, the site was functional but lacked the agility needed for rapid updates, scalability, and integration with modern marketing tools. After successfully demonstrating the benefits of switching to WordPress, we transitioned the site, despite restrictions from the parent company, into a lead generation engine capable of driving over 300 leads per month. These efforts contributed to more than $10 million in annual revenue, expertly handled by Multisorb’s sales team.

Challenges

• Legacy Platform Restrictions: The parent organization initially insisted on using Drupal, which was cumbersome for implementing the advanced features necessary for lead generation and content marketing.
• Corporate Oversight: Strict guidelines from the parent company limited the creative freedom and required close collaboration to ensure the site complied with corporate standards.
• Lead Generation: The primary goal was to transform the site from a passive informational platform into an active lead generator, supporting a highly technical product range in various industries.

Our Approach:

Platform Transition – From Drupal to WordPress: While Drupal was suitable for complex websites, it wasn’t the best option for Multisorb’s evolving needs. The parent organization’s decision to use Drupal imposed significant technical and administrative challenges, making updates slow and costly. After careful evaluation, we proposed a switch to WordPress to give Multisorb more flexibility in managing content, enhancing SEO, and integrating with marketing automation platforms.

Data Migration & Custom Development

We handled the complete data migration from Drupal to WordPress, ensuring no loss of functionality or content. Custom features built on Drupal were seamlessly transitioned to WordPress without disrupting user experience or ongoing operations.

Tailored WordPress Theme

We developed a custom WordPress theme that adhered to the parent company’s branding guidelines while offering the agility to implement marketing strategies quickly. This theme was designed for fast load times, responsive design across devices, and easy integration with third-party tools.

Marketing Automation Integration

One key benefit of moving to WordPress was the ability to integrate marketing automation systems, including HubSpot and Salesforce. This enabled us to streamline lead capture forms, automate follow-ups, and track user behavior, providing the sales team with rich data for qualifying leads.

Content Strategy Focused on Lead Generation

Given the technical nature of Multisorb’s products, we crafted a content strategy focused on educating potential clients while driving conversions. The goal was to position Multisorb as a thought leader in the industry while creating content that attracted highly qualified leads.

• Product-Focused Content: We developed dedicated product pages that provided in-depth technical information about Multisorb’s offerings. Each page was optimized for conversion, with clear calls to action (CTAs) encouraging visitors to request more information or download product guides.
• Industry-Specific Landing Pages: Recognizing that Multisorb’s clients span multiple industries, we created landing pages tailored to each sector, such as pharmaceuticals, electronics, and food packaging. These pages spoke directly to each industry’s pain points and challenges, offering tailored solutions and case studies demonstrating Multi sorb’s expertise.
• Lead Magnets & Content Offers: To capture leads, we introduced gated content such as white papers, technical briefs, and webinars. These resources provided valuable insights into sorbent technologies and their applications, while the lead forms helped qualify visitors based on their needs and buying intent.

SEO & Conversion Rate Optimization (CRO)

Search engine optimization and conversion rate optimization were integral to turning the website into a lead-generation machine. We focused on driving relevant traffic while ensuring visitors had multiple conversion opportunities.

• Technical SEO Overhaul: We conducted a comprehensive audit of the site, identifying areas for improvement in terms of page load speed, mobile responsiveness, and metadata structure. We optimized key on-page elements using WordPress’s SEO-friendly framework and addressed technical issues limiting the site’s organic search visibility.
• Keyword Strategy: Our keyword strategy targeted high-intent search terms related to sorbent solutions, including long-tail phrases that catered to industry-specific needs. By ranking for these terms, we attracted traffic ready to convert.
• Conversion-Optimized Design: Every page was designed with conversions in mind. We added strategically placed CTAs, simplified navigation, and improved form usability. By minimizing friction in the lead capture process, we increased the likelihood of visitors submitting their information.

Paid Advertising and Retargeting

In addition to SEO efforts, we launched a comprehensive paid advertising campaign to capture even more qualified leads. Our strategy combined Google Ads with LinkedIn Ads, ensuring that we reached potential buyers at different stages of the funnel.

• • Google Ads: We focused on high-intent keywords related to Multisorb’s products and solutions. Our ads targeted searchers seeking specific sorbent solutions, ensuring we captured leads at the research and decision-making stages. We also created display ads to raise brand awareness in niche markets.
  • LinkedIn Ads: Since Multisorb’s clients are often B2B professionals in regulated industries, LinkedIn Ads proved highly effective. We targeted critical decision-makers based on their industries, job titles, and company size. These ads promoted white papers, webinars, and case studies demonstrating Multisorb’s expertise.
  • Retargeting: Retargeting played a crucial role in capturing leads who had previously visited the site but hadn’t converted. Through display and LinkedIn retargeting, we brought users back to the site, where they were presented with new offers or simplified forms to encourage conversion.

Lead Capture and CRM Integration

We implemented advanced lead capture techniques to ensure no leads slipped through the cracks and integrated the website with Multisorb’s CRM system.

• • Custom Forms & Automation: We designed custom lead forms that captured detailed information about each visitor’s needs. This data was automatically sent to the CRM (Salesforce), ensuring the sales team received qualified leads with all the necessary context for follow-up.
  • Lead Scoring & Qualification: We established a lead scoring system with the sales team, ensuring that high-priority leads were handled quickly. By tracking user behavior, such as page views and form submissions, we could prioritize leads based on their level of engagement and readiness to buy.
  • Seamless Handover to Sales: Our goal wasn’t just to generate leads and ensure those leads converted into revenue. The integration with Salesforce allowed the sales team to follow up promptly and in a personalized manner, increasing the likelihood of closing deals. The sales team’s expert handling of these leads was crucial in converting them into over $10 million in revenue annually.

Ongoing Optimization and Scaling

With the initial success of generating 300+ leads per month, our work didn’t stop there. We continuously optimized the website and campaigns to scale these efforts and maintain a steady stream of high-quality leads.

• • A/B Testing: We regularly tested different variations of landing pages, CTAs, and ad copy to find the most effective combinations. This iterative process allowed us to improve conversion rates and continuously lower the cost per lead.
  • Content Expansion: As Multisorb grew, we expanded the content strategy to cover new markets, industries, and product developments. This ensured the site remained relevant and continued attracting new segments of potential customers.
  • Data-driven decision-making: Using analytics tools such as Google Analytics, HubSpot, and Salesforce reporting, we monitored the performance of every aspect of the website and ad campaigns. This allowed us to make data-driven adjustments that optimized the lead quality and quantity.

Results:

• Lead Generation Success: We helped Multisorb achieve over 300 qualified leads per month by transforming the website into a lead-generation powerhouse.
• Revenue Growth: These leads contributed to an impressive $10 million annual revenue addition, driven by the website’s success and expertly handled by the sales team.
• Sustained Performance: Through continuous optimization and collaboration with Multisorb’s team, the website remains a critical asset in their business growth strategy.

Our tailored approach to developing Multisorb.com allowed us to overcome technical, creative, and corporate constraints while delivering exceptional business results. By transitioning from Drupal to WordPress and implementing a strategy focused on lead generation, we turned the website into a critical component of Multisorb’s sales funnel, contributing directly to its bottom line.