Good credentials, buried by bad structure
WEBITMD · B2B · MARKETING TECH · 2023
Designer and Webflow developer, via GoGrow. Visual design, build, custom animations, CMS architecture and HubSpot integration. Everything except the copy.
Problem
WebitMD had real credentials and a named methodology called GrowthStack. The old site buried all of it and led with generic agency language instead.
What I did
Ran a content audit before any visual work, restructured the information architecture so the methodology leads, then built the site in Webflow with a CMS the team could maintain.
Result
GrowthStack moved from three scrolls down to the front door, with service pages built for how B2B buyers actually research.
The call
The client wanted to jump straight to visual design. I insisted on the audit first. It cost two weeks and some patience, and without it we would have shipped a prettier version of the same structural failure.
CONTEXT
B2B buyers research. The site was not ready for them.
WebitMD is a growth marketing agency with real credentials: case studies, a clear methodology, and a named process called GrowthStack. None of that came through on the existing site.
I owned everything except the copy: visual design, Webflow build, custom animations, custom assets, CMS architecture and HubSpot form integration. I worked on it through GoGrow.
PROBLEM
The information was there. The hierarchy was not.
B2B buyers making an agency decision do real research. They compare methodologies, look for industry fit, and read case studies before they ever fill in a form.
The existing site asked them to work for information that should have been immediately visible. GrowthStack, the clearest differentiator, was buried three scrolls down.
The problem was not the content. It was the order.
FINDINGS
A content audit surfaced the real problem.
Strong content, wrong sequenceMapping every page and claim showed the material was good. What failed was the order in which a visitor met it.
Scroll data agreedAnalytics and scroll behaviour confirmed that most visitors never reached the section that made WebitMD different.
Buyers compare methodsRay, a B2B buyer, wants to compare methodologies and judge fit fast. Making him hunt for proof is how you lose a shortlist.
Proof needs industry contextNina, a marketing director, wants industry relevant results before booking time. Generic agency language makes every option look identical.
DESIGN PROCESS
Audit first, design second.
The client wanted to jump straight to visual design. They had a rough direction in mind and were eager to see it. I pushed for a content audit first: mapping what existed, what was actually performing, and what the information architecture should be before a single component was designed.
That audit is what surfaced the GrowthStack positioning problem. From there the work ran audit to IA to design to build.
The build included restructured page hierarchy, a component system in Figma, custom animations and assets, CMS collections for case studies and articles, and HubSpot form integration wired to the sales pipeline.
OUTCOME
The differentiator, moved to the front.
The methodology that used to sit three scrolls deep now structures the whole site. A visitor understands the process before they see a single service pitch.
The team also got a CMS they can grow without a designer on call, which for an agency site is the difference between a launch and a living asset.
Handoff is not done when the forms fireThe HubSpot integration ran into issues after launch. Forms connected, but the sales pipeline was not receiving data as expected. I should have walked through the actual CRM workflow with the people using it before sign off.
The audit is the deliverableTwo weeks of client patience bought the single decision that made the project work. I would defend that step harder and earlier now, because it is the part that looks like delay and behaves like leverage.
Structure beats surfaceNothing I did visually mattered as much as moving one section to the top. That is a humbling and useful thing to learn early.
NEXT CASE
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