Website Revamp for Data Exchange Solutions Company
- Conversion Optimization Web Design Web Development
- Confidential
- Jan. - June 2024
- Quality
- 5.0
- Schedule
- 4.5
- Cost
- 5.0
- Willing to Refer
- 5.0
"They were experts in their fields, responsive, and open to feedback, allowing the project to evolve smoothly."
- Other Industry
- 11-50 Employees
- Online Review
- Verified
White Canvas redesigned the website of a data exchange solutions firm to reflect their new brand messaging. The team created copy and visuals, integrated modern designs, and optimized the website's layout.
White Canvas successfully redesigned the website, resulting in an improvement in lead quality, a boost in lead conversion to SQLs, and an increase in SEO rankings. The client also received positive feedback from their employees and executive leadership. Moreover, White Canvas delivered on time.
The client submitted this review online.
BACKGROUND
Please describe your company and position.
I am the Head of Marketing of DataMotion
Describe what your company does in a single sentence.
DataMotion provides secure data exchange solutions, enabling businesses in regulated industries to safely transmit sensitive information through encrypted email, secure messaging, and AI-enhanced communication platforms.
OPPORTUNITY / CHALLENGE
What specific goals or objectives did you hire White Canvas to accomplish?
- Striking the perfect balance between clearly articulating our evolving company narrative and preserving the significance of our legacy story, to attract new buyers while maintaining the trust and loyalty of our existing customer base.
- Drastically improve conversion rate optimization by simplifying the overly complex original site into a streamlined version designed for conversion. This involved better content, improved presentation, more prominent testimonials and case studies, and, most importantly, clear CTAs that convert visitors into legitimate leads.”
- Strike a balance between preserving our visual brand while refining it for enterprise, modernization, and broader appeal. This involved a subtle brand refresh that remains connected to how we’re recognized in the market today. We aimed to create a beautiful, distinctive site designed to generate more leads and attract enterprise accounts.
SOLUTION
How did you find White Canvas?
- Online Search
- Clutch Site
Why did you select White Canvas over others?
- High ratings
- Pricing fit our budget
- Great culture fit
- Good value for cost
- Company values aligned
- Beautiful vision
How many teammates from White Canvas were assigned to this project?
2-5 Employees
Describe the scope of work in detail. Please include a summary of key deliverables.
This project focused on redesigning the DataMotion website to reflect our evolving company narrative while enhancing user experience and optimizing conversion rates. The redesign needed to strike a balance between honoring our brand’s legacy and appealing to new enterprise buyers. Below is the scope of work completed by the design team in alignment with our three core goals for the website.
Communicating Our Evolving Company Story While Preserving Our Legacy
Objective: Effectively balance the communication of DataMotion’s evolving story with the importance of our legacy to attract new buyers without alienating existing customers.
Deliverables:
- Seamlessly integrated new messaging that blends our future vision with the brand’s established history.
- Created visuals and copy that highlight both legacy strengths and new capabilities, ensuring cohesion across different buyer personas.
- Ensured that both new and existing buyers feel valued and connected to the brand through thoughtful design choices and messaging.
Improving Conversion Rate Optimization (CRO)
Objective: Simplify the overly complex original site to streamline user flow, improve content presentation, and optimize conversions.
Deliverables:
- Implemented a streamlined design that reduces unnecessary complexity and enhances navigation.
- Developed new content strategies, reorganizing key messaging for better clarity and engagement.
- Showcased prominent testimonials and case studies to build trust and credibility.
- Designed clear and highly visible CTAs throughout the site, strategically placed to encourage visitors to convert into leads.
- Optimized the site’s layout for mobile and desktop, ensuring a seamless experience that drives higher engagement and lead conversion.
Balancing Visual Brand Preservation with Modernization
Objective: Refine our visual brand to appeal to the enterprise market while maintaining continuity with how we are known in the market today.
Deliverables:
- Executed a slight brand refresh, maintaining the core elements of our visual identity while modernizing the look and feel for a more enterprise-focused, sophisticated appeal.
- Integrated modern design trends that align with our goal of attracting more enterprise-level clients.
- Developed a beautiful and unique site that is visually appealing while also highly functional, designed to generate more leads and appeal to larger enterprise accounts.
The redesign of DataMotion’s website successfully achieved the three core objectives: communicating our evolving narrative, improving conversion optimization, and refining our brand for broader enterprise appeal. The website is not only beautiful but also clearly tells our story and is built to maximize conversions. While we are still in the early stages, we expect to see significant business growth as a result of this redesign.
RESULTS & FEEDBACK
What were the measurable outcomes from the project that demonstrate progress or success?
Since launching the redesigned website, we’ve seen encouraging early signs of progress, though we anticipated it might take time to fully measure the impact. We took great care to preserve our domain authority during the transition and, as expected, saw a slight dip post-launch, followed by a recovery.
While the overall conversion rate hasn’t increased yet, we’ve seen a noticeable improvement in lead quality, with a significant increase in the conversion of leads to SQLs over the past two months. Our SEO rankings continue to improve, particularly as the additional keywords we integrated begin to rank, and traffic has remained steady—again, as expected during the initial post-launch phase.
We’ve received highly positive feedback from our board, executive and leadership teams, and internal employees, as well as praise from our outside PPC and SEO vendors. This feedback indicates that the new site is resonating well, and as the new story we introduced continues to gain traction, we anticipate seeing more quantifiable results in the coming months.
Describe their project management. Did they deliver items on time? How did they respond to your needs?
The project team was exceptional—composed of talented, hands-on individuals who were deeply invested in helping us achieve success. Nico was highly involved during the most critical phases and was crucial to the project’s success. Our team leader, Mich, kept everything running smoothly, ensuring tasks were delivered on time while also providing strategic insights that helped us make informed decisions. She went beyond the role of a typical project manager, offering recommendations that made a real difference, and was wonderfully personable throughout.
Ali, our designer, quickly grasped our vision and brought it to life with stunning design work, winning us over from the start. Seba, on the development side, consistently delivered great work efficiently, always with a positive attitude.
In summary, the project was managed exceptionally well by a team of caring, intelligent, and fun professionals who were experts in their respective fields. They were experts in their fields, responsive, and open to feedback, allowing the project to evolve smoothly. Their ability to adapt, combined with their strong design, development, and project management skills, made them a pleasure to work with and key to the success of our website redesign.
What was your primary form of communication with White Canvas?
- Virtual Meeting
- Email or Messaging App
What did you find most impressive or unique about this company?
What impressed me most about this company was the caliber of the team and their collaborative approach. Nico was likely the greatest asset, guiding us early on to ensure that our product positioning was implemented correctly in the layout/navigation of the site. He was deeply invested in making sure we told our story the right way—clearly and concisely. His persistence and expertise laid the foundation for the project’s success. Without his attention to detail, the project could not have been as successful.
Each team member brought unique skills and perspectives—Mich, our project manager, offered strategic recommendations that shaped the outcome, while Ali’s design work captured our vision beautifully right from the start. Seba, our developer, delivered great work efficiently and with a positive attitude. Their combined technical expertise, strategic thinking, and personable approach made working with them a truly unique and impressive experience.
Are there any areas for improvement or something White Canvas could have done differently?
One of the standout qualities of White Canvas was their openness to feedback and their willingness to adapt and improve processes throughout the project. As someone with many years of experience in this area, I appreciated how they immediately acted on suggestions, which helped streamline the project as it progressed. While there were some initial challenges around roles and timing of deliverables, their responsiveness and eagerness to refine their approach made a significant difference. By the end of the project, the team was more organized, and the overall experience improved greatly. Having the site I do today, I would not have worked with anyone else on this project.
RATINGS
-
Quality
5.0Service & Deliverables
-
Schedule
4.5On time / deadlines
-
Cost
5.0Value / within estimates
-
Willing to Refer
5.0NPS
"I would highly recommend White Canvas because of their talented, dedicated team and their commitment to delivering high-quality results.