PETER LOEBBECKE
LinkedIn

Strategic Website Design Driving Revenue and Engagement for SaaS

Directed the design and development of Sounding Board’s website, driving 60k+ annual visits and helping meet $10M+ in annual revenue goals.
  • Figma
  • WordPress
  • Elementor
  • Photoshop
  • Premiere Pro
  • AfterEffects
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Website Design Highlights:

  • Creative Direction: Led the design process to ensure the website reflected Sounding Board’s brand identity while offering a seamless user experience.
  • User-Centric Design: Focused on creating an intuitive, visually appealing site that made it easy for users to learn about our platform and engage with our services.
  • Custom eCommerce Integration: Developed an interactive quiz that personalizes coaching recommendations based on employee role, driving user engagement and conversions.
  • Cross-Functional Collaboration: Worked with marketing, product teams, and developers to ensure the website addressed both user needs and business goals, including driving demo requests and supporting revenue growth.
  • SEO and Content Strategy: Led the SEO design and development of the website to ensure optimal visibility across search engines, driving organic traffic. Integrated content such as video and blog posts to position Sounding Board as an industry expert and support both social media and PPC advertising campaigns.
  • Brand Consistency: Ensured that the design, tone, and messaging aligned with Sounding Board’s established brand guidelines, maintaining a cohesive and professional online presence.
Creative director portfolio showcasing strategic design, branding, and marketing for B2B and SaaS

Overview:

As a Creative Director, I led the design and development of Sounding Board’s website, which serves as a central hub for engaging potential customers and showcasing the value of our leadership coaching platform. The site, built using WordPress and Elementor, incorporates a dynamic, user-friendly design with an eCommerce section that features a quiz to recommend the best leadership coaching levels based on employee roles. Below, I’ll outline the steps involved in the process and how this site drives engagement, supports sales, and strengthens Sounding Board’s position as a leader in the leadership development space.

Building a website for a SaaS company requires not just a sleek, functional design, but a strategy that aligns with business goals and addresses the specific needs of the target audience. For Sounding Board, the website needed to serve multiple purposes: attracting potential clients, educating them on our leadership coaching platform, and guiding them towards a demo request form. By integrating an eCommerce section with a leadership coaching quiz and ensuring the site followed brand guidelines, we created an online experience that drives user engagement and business growth.

Project Goal:

The goal of the project was to develop a website that:

  • Educates potential customers about Sounding Board’s leadership coaching platform and services.
  • Uses an interactive quiz to guide users to the best level of leadership coaching based on their role (Manager, VP, C-Level).
  • Directs potential customers to request a demo, converting website traffic into leads.
  • Acts as a platform for Sounding Board to establish its expertise in the leadership development industry through valuable video and text content.
  • Supports Sounding Board’s revenue generation by driving demo requests and conversions, contributing to the company’s $10M in annual revenue.

Approach:

  • Planning and Strategy: The first step was understanding the core goals of the website: to attract leads, convert them into demo requests, and highlight the value of our platform. By collaborating with stakeholders, we identified key target audiences, outlined the desired user flow, and determined which features would be most impactful, such as the quiz and demo request form.
  • Design and User Experience (UX): Using WordPress and Elementor, I designed a clean, modern, and intuitive layout that showcased Sounding Board’s services while maintaining ease of navigation. The quiz functionality was integrated to offer personalized coaching recommendations based on employee level, helping to guide potential clients through the decision-making process.
  • eCommerce and Interactive Features: I worked closely with the development team to integrate the quiz, ensuring that it functioned seamlessly within the website. The quiz dynamically recommends the appropriate level of coaching (Manager, VP, C-Level) based on responses, making the user experience more personalized and leading them toward the most relevant solutions.
  • Content Integration and SEO: To establish Sounding Board as an industry leader, I ensured the website included valuable content such as video case studies, blog posts, and educational resources. Leading the SEO design and development, I worked to ensure that the website was optimized for search engines, increasing visibility and organic traffic. Additionally, I collaborated with the marketing team to align the website’s content with ongoing social media and PPC advertising campaigns to ensure cohesive messaging and maximum impact.
  • Responsive Design: I ensured that the website was fully responsive, providing a smooth and consistent experience across all devices. Whether users were browsing from a desktop or a mobile device, the site’s functionality and design were optimized for performance.

Outcomes & Impact:

Creating a website for a SaaS company requires a deep understanding of user needs, business goals, and technical functionality. By integrating an interactive quiz, creating engaging content, and maintaining brand consistency, I helped design a website that not only educates visitors but also drives conversions, revenue growth, and industry recognition. The site has proven to be an essential tool for Sounding Board, attracting potential clients and contributing significantly to the company’s overall success.

  • Increased User Engagement: The website averages over 60,000 visits annually, indicating strong engagement with potential clients who are seeking leadership coaching solutions.
  • Revenue Impact: The site plays a critical role in driving Sounding Board’s $10M in annual revenue. By directing users to demo requests, the website has successfully contributed to new customer acquisition and sales growth.
  • Lead Generation Success: The interactive quiz and easy-to-navigate design have resulted in a high number of demo requests, turning website visitors into potential clients. This has been a key driver for sales conversions.
  • Establishing Industry Expertise: Through strategic use of video and text posts, Sounding Board’s website has positioned the company as a thought leader in the leadership coaching space. This content helps drive inbound marketing and positions Sounding Board as a trusted resource.
  • Brand Consistency: The website fully adheres to Sounding Board’s brand guidelines, ensuring that the design, messaging, and tone are aligned with the company’s overall marketing strategy and identity.
  • SEO and Content Growth: The website’s SEO-friendly structure, combined with valuable content, has contributed to increased organic traffic, improving Sounding Board’s visibility and search rankings. The website also supports ongoing social media and PPC campaigns, ensuring cohesive brand messaging across all marketing channels.

Creative Studies

Creative director portfolio showcasing strategic design, branding, and marketing for B2B and SaaS
Leveraging Whitepapers for Lead Generation and Thought Leadership
Creative director portfolio showcasing strategic design, branding, and marketing for B2B and SaaS
Boosting Brand Awareness and Customer Conversion with Social Media Ads
Creative director portfolio showcasing strategic design, branding, and marketing for B2B and SaaS
Driving Lead Generation with Strategic Long-Form Content
Creative director portfolio showcasing strategic design, branding, and marketing for B2B and SaaS
Elevating Client Engagement through Strategic Video Production
Creative director portfolio showcasing strategic design, branding, and marketing for B2B and SaaS
Enhancing Brand Strategy with Impactful Case Studies
Creative director portfolio showcasing strategic design, branding, and marketing for B2B and SaaS
Revitalizing Brand Strategy to Bridge Leadership Gaps at Sounding Board

“Creative leadership is about inspiring teams to transform vision into impactful solutions, driving innovation that transcends traditional boundaries and elevates organizational potential.”

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PETER LOEBBECKE