Phoenix Research Labs

My agency, F23, had worked with Phoenix to update marketing materials for months. During my discussions with the CEO, it became clear that there was much more to do than datasheets and direct mail. I accepted the role as Director of Marketing and was tasked with refreshing all facets of communications.

Metrics on Phoenix’s website were not where they needed to be. Our ‘bounce rate’ (the number of viewers who land on one page and then leave) had grown to 50%. ‘Pageviews’ and ‘pages viewed per session’ had also fallen.

It was clear that visitors were leaving, and those staying were not finding the information they needed. Changes in the Google logarithm, which recalculated ‘quality signals’ of website content, was a likely cause. Google had also placed a premium on ‘mobile friendly’ websites, which ours was not.

I created a plan to:

• Rebrand all collateral & drive creation of new pieces
• New messaging development
• Extend new branding & messaging to all promotions and collateral
• Increase organic search results and build greater inter-site links
• Develop a site on a mobile ready site