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Case Study

In-RGY move their website from Umbraco to HubSpot to aid better customer insights

Have you ever thought about everything involved in ensuring employees receive the best working experience that’s also time-efficient and compliant for their employer? 

I hadn’t till I sat down with Elyse Ahad from In-RGY to talk through how they do this for their clients and how Avidly helped them create a new website so they could continue to spread their message.


Who is Elyse?

Elyse is the Marketing Director for In-RGY and has been there for 2 ½ years. For the most part she is a one-woman marketing team with support from another team member as a shared resource.

She has a lot to focus on in her role such as overseeing communications, branding, social media, sales and marketing alignment, case studies and managing their external partners… to name just a few of her responsibilities. 

The Background

 

Company: In-RGY
Industry: HR Solutions - Business technology

All companies care about their employees, but sometimes the technicalities involved and the compliance challenges make it hard to turn caring into something tangible. 

In-RGY work with companies to implement HR technical solutions to make that easier by getting to know their client and identifying the best solution. In-RGY is not a provider of HR software, but they partner with providers to do the implementation, so their focus is finding the best-fit solution for each client. Primarily focusing on IT decision-makers and HR professionals, and aiming to support businesses with the best solutions for everything between hiring and retiring.

Elyse used the example of flight attendants when explaining some of the challenges that can be involved. They have set flying schedules, different time zones, delays and working regulations. All of this could be extremely difficult to manage without the software they help companies implement.

Challenges

 

In-RGY’s website was the biggest blocker in their sales and marketing engine.

The Umbraco platform that hosted their previous website presented a long list of website challenges, such as:

  • Limited flexibility
  • Difficult to update
  • Buggy front-end user experience
  • Lack of insights and data
  • No strategic user journey on the website
  • No link between website conversions and their HubSpot CRM, Sales Hub and Marketing Hub

This meant that they couldn't reach their goals of having a smooth customer journey.

In-RGY were originally based in Canada, but have teams in Granada, Mexico, and Toronto and are currently expanding into the US markets making a new website even more important.

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Solution

 

In-RGY decided on a new HubSpot-hosted website and went about seeking a partner who could support them with this.

They chose Avidly as they wanted a team with true expertise and a clear process that they could follow.

They felt that Avidly could support them by creating a new site that was simple to update and a defined website structure that reflects the customer journey. 

In addition, they also needed a rebranding exercise to ensure the website reflected who they truly are as a company and showed their people-first focus. 

 

Avidly supported In-RGY with:

  • Website and UX strategy
  • SEO
  • Strategic QC of the copy they provided
  • Website design using provided brand guidelines
  • Development of their new site using HubSpot CMS Starter
  • Manual blog post migration in 2 languages
  • French website page population

At the same time, Avidly’s CRM team built a custom application form and workflow to manage job applicants and keep them apart from sales and marketing contacts in the CRM.

Results

“A website project can be really heavy (a tiresome task) and this one was no different, but it was fun and seamless because of your methodology,” Elyse explained. 

She went on to say, “it was delightful to work with a team who were so passionate. The team really cared to find the right solution for different hurdles that were experienced along the way.”

There were three core aims with this project that we had to achieve and all three were achieved.

 

The website is easy and fast to update

With just a small team to make changes to their website, this was a key focus for In-RGY. Elyse shared that this has been achieved and they have been able to create and update more content than they have in the past. 

Elyse described the website as ‘simple and exciting to use.’ They’re doing more in less time and it’s so user friendly.

 

The website is unified with their new brand

They have a site that brings people to the forefront, therefore representing their brand well and allowing visitors to connect to their ethos on a whole new level.


The website is unified with their wider marketing and CRM data

In-RGY are long-time users of Sales Hub and Marketing Hub. Bringing the website into HubSpot has now set the machine turning and they’re able to make enlightened decisions across the whole platform. 

They’re now able to understand the full customer journey and it's only the start. All their processes are aligned and they can move forward to achieve more.

Ready to get your website working with you, not against you?

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