Custom Website, Branding, and Content Marketing Strategy

Project Overview

Benchmark Systems is a healthcare SaaS organization serving medical practices across North America. The company offers various forms of health care software services to help streamline administrative operations and improve medical practice cash flow. 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.


Benchmark Systems website after redesign by 434 Marketing

Our Solution

Research: We began working with Benchmark Systems 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 content marketing strategy.

Content Strategy Development: We initially developed and implemented a 12-month content strategy, but have continued to work with Benchmark since 2020 due to our positive performance in driving website traffic and generating high-quality leads. We research keywords, map content, and create a suite of pillar and cluster articles centered around specific high-yield keywords and phrases. We also conduct SEO and provide the client with ongoing technical support, site maintenance, and hosting. 

Custom Web Development: We built a custom, mobile-responsive, and ADA-compliant website for Benchmark Systems 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.

Project Outcomes

Within less than one year of launch in the fall of 2021, the new Benchmark Systems 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. 

Continued Content Marketing Strategy and Consulting: Since the website launch, our client has upgraded their content marketing contract with 434 Marketing. We currently provide ongoing content marketing services, as well as web support, email campaign development, PPC paid advertising management, consulting, and analytics and reporting.


Marketing goal completions from Oct. 2021 – Oct. 2022


Product demo requests in less than one year


Overall goal conversion rate