MUSE Gold

2022

Cadent Website

Entrant Company

WHM Creative

Category

Website - Business to Business

Client's Name

Cadent

Country / Region

United States

As the result of a new acquisition, Cadent had a stronger data story to tell and wanted to better frame their unified platform message and go-to-market solutions. We were engaged to create a new website that reflected those updates and would also tell a broader story for the brand.



The new site needed to clearly communicate that Cadent solves complex problems in TV advertising and explain how their unified platform works, while encouraging marketers to approach their media buys holistically—reaching an audience wherever they are vs. focusing solely on inventory type. To measure the success of the new website, Cadent was looking for improved time on site and an increase in unique visits.



Content strategy was key to the success of this website redesign. Our main focus was to let audiences reign. We moved away from a category-driven site structure into needs/solutions mapping for each audience group. Audience-specific paths and user journeys accommodated all personas on the buying and selling side of things, mapping the audiences to their relevant solutions.



Elevating Cadent technology and differentiators helped position Cadent as a technology — not media — company. A new “WHY CADENT PAGE” further reinforced differentiation.

And to boost the company’s credibility and thought-leadership presence, we surfaced news, updates, blogs, and customer stories throughout the site. By editorializing the current Insights page, we were able to create stronger engagement.

And lastly, by strategically leveraging CTAs and ”conversion” tactics throughout site, we were able to maximize list building and return visits.

Since we were not reinventing the brand, our goal was to evolve it in a way that would grab more attention. While the site remained clean and in keeping with the established brand look-and-feel, playful copywriting and interaction design made the site feel more dynamic and user-centered—while adding more personality and fun..

Site-wide, we achieved a 226% increase in New Users.

117% increase in Sessions

30% increase in Organic Search among New Users

152% increase in Referral New Users

The homepage saw a 32% increase in time on page.

Credits

UX, Strategy, Visual Creative Direction
Sara Correia
UX, Strategy, Content Strategy
Carly Haselhuhn
Visual Creative Direction
Vanessa Jeschke
Copy
Nathan Walsh
Design
Miles Hammond
Design
Vanessa Alvarez
Design
Nick Noratto
Account
Thomas Whalen
Project Manager
Rachel Janega
Project Manager
Evan Morris
Technical Director
Liz Silzle
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