Website Redesign, Logo Refresh, SEO & Managed Services Case Study
We delivered an end‑to‑end engagement for Snap36 – SEO strategy, full redesign, and ongoing maintenance – that translated directly into pipeline lift. Following launch, website leads climbed 62%.
The only way to describe our experience with Emulent is incredible. We’ve had a 62% increase in website leads.
The only way to describe our experience with Emulent is incredible. They’ve been so patient with all of our needs and have fully executed all of them. The SEO work, complete website redesign and upkeep, and customer service have all been phenomenal. We wouldn’t want to work with anyone else!
Claire McCracken
Marketing, Snap36
Client Snapshot
Snap36 needed a modern, conversion‑ready website, a durable SEO foundation, and a maintenance cadence that kept momentum steady post‑launch. Multiple stakeholders and a tight timeline required clear decision frameworks and low‑drama delivery. Our remit was to de‑risk the redesign, grow qualified demand, and make day‑to‑day site operations easier.
| Attribute | Details |
|---|---|
| Organization | Snap36 |
| Model | B2B services with high‑consideration sales cycles |
| Primary Channels | Organic search, resource content, and demo/contact flows |
| Starting Point | Legacy IA, uneven technical hygiene, and conversion friction across key pages |
| Key Constraints | Short runway to launch, brand governance, and minimal tolerance for ranking volatility |
| Data Stack | GA4, Google Search Console, event‑based lead tracking, UTM standards |
| Engagement Goal | Redesign for conversion, strengthen SEO, and establish a reliable maintenance rhythm |
The Challenge
Snap36 operated in a B2B services environment with high-consideration sales cycles that required sophisticated digital engagement strategies. The organization faced multiple interconnected challenges that demanded both immediate website improvements and long-term operational efficiency gains.
Legacy Website and Technical Issues: The existing website suffered from outdated information architecture, uneven technical hygiene, and significant conversion friction across key customer touchpoints. These legacy problems prevented effective lead generation and created barriers during critical evaluation phases of the sales process.
Conversion and User Experience Barriers: Multiple stakeholders identified conversion issues that were limiting the website’s ability to generate qualified leads from organic traffic. The site failed to effectively guide prospects through research and decision-making processes, resulting in missed business opportunities.
Timeline and Risk Management Pressures: Operating under a tight launch timeline with minimal tolerance for ranking volatility, the organization needed a partner who could execute major website changes while preserving existing search equity and maintaining consistent organic performance.
Ongoing Maintenance and Support Needs: Beyond the initial redesign, Snap36 required reliable maintenance workflows and content management systems that would keep momentum steady post-launch without creating operational burden or requiring constant external oversight.
Business Objectives and Success Metrics
We established success metrics focused on revenue-adjacent outcomes with simplified measurement systems that provided unambiguous progress tracking. The primary focus centered on qualified website lead generation supported by operational health indicators.
Objective 1: Risk-Managed Redesign – Execute a comprehensive website redesign that preserves existing search equity while dramatically improving conversion rates across all customer touchpoints and user journeys.
Objective 2: Qualified Lead Growth – Substantially increase qualified website leads through intent-aligned information architecture and persuasive copy that guides prospects effectively through evaluation processes.
Objective 3: Technical SEO Stabilization – Strengthen technical SEO foundations to stabilize crawl processes, indexation efficiency, and overall site performance for sustained organic search success.
Objective 4: Sustainable Operations – Establish ongoing maintenance and content workflows with clear service level agreements that ensure continued optimization and performance improvements without operational complexity.
Strategic Approach and Implementation
We delivered an end-to-end engagement combining conversion-focused redesign with technical rigor and practical operating procedures. The strategic roadmap prioritized highest-leverage improvements first, then scaled repeatable optimization patterns across all templates and user journeys.
The comprehensive approach began with discovery and risk mapping including crawl diagnostics, search equity assessment, and redirect registry development to protect rankings during the website transition. Information architecture was rebuilt around role-based and intent-based navigation that clarified pathways to contact and demo opportunities.
Conversion architecture improvements included strategic call-to-action placement, proof density optimization, simplified form designs, and persuasive messaging frameworks aligned with buyer decision processes. Technical SEO enhancements focused on canonical and parameter hygiene, robots and sitemap governance, structured data implementation, and Core Web Vitals optimization.
Content enablement included blog integration, editorial brief development, and internal linking strategies designed to pass authority to priority pages and improve user navigation. Maintenance and governance systems included component library creation, deployment checklists, service level agreements, and regression monitoring to ensure sustained performance.
Program components covered technical SEO stability, schema markup coverage for Organization, Service, Article, FAQ, and Breadcrumb types, and significant page speed improvements. User experience and conversion optimization included mobile-first layouts, sticky contact options, credibility blocks, and objection-handling modules strategically positioned throughout user journeys.
Key Results and Performance Outcomes
The comprehensive website redesign, SEO enhancement, and managed services program delivered measurable improvements in lead generation while establishing sustainable systems for continued growth and maintenance.
Website Leads: +62% – Strategic conversion optimization and improved user experience resulted in substantial increases in qualified lead generation, directly contributing to pipeline development and revenue opportunities for the sales team.
Performance improvements were validated through GA4 analytics and Google Search Console data, confirming both stability during the transition and sustained growth in conversion events, with lead tracking systems validating the quality and attribution accuracy of new business inquiries.
The comprehensive approach delivered immediate impact while establishing sustainable operations including template systems, standard operating procedures, and maintenance service level agreements that ensure optimization gains continue compounding with each subsequent release and update.
Implementation Framework and Execution Process
Phase 1 – Audit and Setup: Developed information architecture blueprint, created redirect and schema libraries, configured comprehensive tracking systems, and implemented performance optimization measures to ensure smooth transition.
Phase 2 – Build and Quality Assurance: Executed template implementation, completed content staging, conducted accessibility validation, and performed comprehensive pre-launch testing to prevent user experience issues or technical complications.
Phase 3 – Launch and Stabilization: Implemented redirect execution, monitored crawl logs and search rankings, and rapidly remediated any technical anomalies to maintain consistent organic search performance throughout the transition.
Phase 4 – Optimize and Maintain: Expanded internal linking networks, implemented conversion rate optimization improvements based on user behavior signals, and established monthly maintenance cycles for continued performance enhancement.
Critical Success Factors
End-to-End Ownership and Integration: Single-team accountability for SEO, redesign, and ongoing maintenance eliminated handoff friction and ensured consistent execution across all project phases and ongoing optimization efforts.
Intent-Aligned Information Architecture: Navigation structure and content organization mirrored authentic buyer research and decision-making processes, significantly improving lead generation propensity throughout customer evaluation journeys.
Technical SEO Excellence: Clean crawl paths, optimized site performance, and comprehensive structured data implementation amplified the impact of every content and user experience improvement, creating compound optimization effects.
Proof-Driven Conversion Optimization: Strategic placement of trust elements and clear calls-to-action reduced friction at high-intent decision moments, maximizing conversion opportunities without compromising user experience quality.
Client-Focused Operations and Communication: Patient, transparent communication and proactive service delivery built operational momentum and accelerated decision-making processes, ensuring optimization initiatives remained aligned with business objectives.
The engagement successfully delivered a comprehensive digital transformation that produced stronger organic discoverability, a 62% increase in website leads, and sustainable operational systems that enable the team to maintain momentum and continue optimization with confidence and efficiency.