Project Overview
CaliberMind helps enterprise B2B companies prove their marketing impact through multi-touch attribution and go-to-market intelligence. As a fast-growing platform serving revenue leaders who need to make sense of complex buyer journeys, their website needed to match the sophistication of their technology and clearly communicate their value to enterprise prospects.
When CaliberMind approached Upcraft, their website didn’t match their position as an industry leader. They needed a website that matched the technical sophistication of their product and delivered a superior online experience for enterprise buyers.
Over 90 days, Upcraft completely transformed their digital presence with a full homepage redesign, demo page optimization, and comprehensive backend improvements.
Project Details:
- Client: CaliberMind
- Industry: B2B SaaS | Marketing Attribution & Go-To-Market Intelligence
- Project Duration: 90 days
- Services Provided: Webpage Strategy & Redesign, Technical Site Optimizations, User Experience Design, Site Navigation Strategy
The Challenge
As CaliberMind expanded beyond attribution into a broader go-to-market platform, their website failed to communicate their full value proposition. Website content had become layered and complex across their website, with different positioning approaches accumulating over time. As their platform capabilities expanded beyond traditional attribution, the site needed clearer messaging to showcase the full scope of their go-to-market intelligence solution. Additionally, the site’s performance needed optimization, particularly on mobile devices, to deliver the fast, seamless experience their enterprise prospects expected.
Key Challenges
- Navigation complexity: The site had grown to include extensive navigation options that needed streamlining for better user experience
- Brand evolution: Creative elements had been added over time and needed consolidation under a unified brand approach
- Performance optimization opportunities: Mobile page speed was at 34%, risking higher bounce rates and abandonment
- Messaging alignment: The website focused primarily on attribution features rather than showcasing the full scope of their go-to-market intelligence capabilities
- User journey optimization: Multiple conversion paths diluted user journeys
Upcraft’s Solution
CaliberMind needed a strategic partner, not just a production team. As a busy CMO managing back-to-back meetings, our client required a team that could operate independently while keeping her informed of progress. Upcraft delivered a phased, insight-driven website transformation designed for performance, clarity, and conversion.
Phase 1: Strategy & Discovery
- Industry analysis: Researched successful B2B platforms to establish best practices for navigation and user experience
- Phased implementation: Prioritized homepage redesign for immediate impact, then systematically optimized supporting pages
- Brand unification: Implemented a clean, professional aesthetic using black, white, gray, and seafoam green to reinforce their data-clarity messaging
Phase 2: Design & User Experience
- Complete homepage redesign with modern, streamlined aesthetic
- Redesigned demo page to improve conversion potential
- Simplified navigation structure for intuitive user journeys
- Content audit to ensure all pages aligned with current business priorities
Technical Optimization
- Backend server optimizations to improve page load speeds
- WordPress instance updates and configuration improvements
- Comprehensive site audit to identify and resolve technical issues
- Performance enhancements with focus on mobile speed improvements
Results & Impact
Performance Improvements
- Desktop Performance Score [36] → [81] increase of 125%
- SEO Score [92] → [100] increase of 8.7%
- Site Speed [4.7s] → [1.9s] increase of 59.6%
Business Impact
- Site conversions increased by 136.73%
- Bounce rate decreased by 21.24%
BEFORE
AFTER
What Made This Project Successful
Strategic Partnership Approach: Upcraft acted as an extension of CaliberMind’s team and stepped up as partners, not just producers. A team of UX designers, developers and marketers, led the engagement with insight, initiative and expertise. We analyzed competitor sites, made strategic recommendations, and proactively identified issues without requiring constant direction from Nadia’s packed schedule.
Technical Expertise: Our team’s deep WordPress knowledge allowed us to optimize both front-end experience and backend performance simultaneously, addressing years of accumulated technical debt.
Phased Delivery: We understood that CaliberMind couldn’t shut down marketing while rebuilding their site. Our staged approach delivered immediate impact with the homepage while systematically improving the rest of the user journey.
Client Testimonial
“Your team are great visionaries that know what good looks like and recognize the hidden issues that no in-house web manager may even know exist. What you helped us with is the strategic direction and a plan broken into manageable chunks that showed quick wins and started moving us in the right direction on a timeline that was respected and fulfilled.
And the fact that the agency is made of all senior people with a lot of expertise who are not subcontracting work to green horns like a lot of other agencies do – this is the best type of agency to bring onboard.
Upcraft went the extra mile for us – which is what a good reliable partner would do. I never had this experience in the past. Upcraft is like no other agency… what they deliver is substance, guidance and results.”
— Nadia Davis, VP of Marketing, CaliberMind
The Upcraft Difference
This project showcases our ability to deliver performance and polish. Whether you’re optimizing your site for speed, conversions, or credibility… we deliver. We don’t just make sites look good, we make them work better for your business.
Ready to transform your website? Contact us to discuss how we can help improve your site’s design, performance, and results.
About Upcraft: We’re a web development agency specializing in custom WordPress sites and ongoing managed services. We build modern, high-performing websites and provide comprehensive care plans to keep your site secure, updated, and optimized.