Benchmark Solutions
Custom Website, Branding, and Content Marketing Strategy
Project Overview
Benchmark Solutions is a healthcare SaaS organization serving medical practices across North America. Benchmark offers a customizable electronic health record (EHR) platform, practice management software, ProTech IT services, remote patient monitoring technology, and revenue cycle management services. In 2021, the software company decided to invest in a new website and digital marketing strategy to drive inbound traffic and generate marketing-qualified leads.
Our Solution
Research: We began working with Benchmark Solutions in 2021. Our web and content marketing process at 434 Marketing always starts with research. We met with leadership to define the client’s goals, their definition of success, growth plans, and sales challenges. Next, our data analysts examined current digital acquisition channels and competitor visibility to identify market gaps and develop a data-informed approach for their website redesign and content marketing strategy.
Custom Web Development: We built a custom, mobile-responsive, and ADA-compliant website for Benchmark Solutions developed on the WordPress CMS. Designed with an easy-to-modify block system, our client can easily create pages and update custom content within the brand’s guidelines. We provided training for Benchmark’s team, set up lead-generation automation tools, and built strategic conversion points throughout the website.
Content Strategy Development: We initially developed and implemented a 12-month content strategy, and continued to work with Benchmark Solutions for several years with supporting content services. We researched keywords, mapped content, and created a suite of pillar and cluster articles centered around specific high-yield keywords and phrases. We also conducted SEO and provided the client with ongoing technical support, site maintenance, and hosting.
Project Outcomes
Within less than one year of launch in the fall of 2021, the new Benchmark Solutions website and content marketing strategy led to 775 marketing goal completions, including 80+ demo requests, 75 resource clicks, and 605 login clicks – reflecting an impressive overall 5% goal conversion rate.
