Transforming HPDC's Digital Marketing Funnel
Recognizing the Need for Change
As marketing lead at the Health Product Declaration Collaborative (HPDC), I noticed our old site’s confusing layout and outdated visuals drove high bounce rates. Prospective members frequently reported difficulties locating basic information.
Leading the Transformation
I approached the overhaul as a strategic marketing initiative rather than a simple IT project. Key focus areas:
- Brand Messaging: We refined our tone and visuals to spotlight why HPDC matters—healthier buildings and collaboration.
- UX & Navigation: I restructured menus by audience type (“Manufacturers,” “Building Professionals”), ensuring fewer clicks to relevant info.
- Content & SEO: We consolidated pages, optimized keywords (“HPD standard,” “material health”), and reorganized resources into a clear education hub.
- Automation & Engagement: By integrating CRM and dynamic forms, we turned the site into a lead-generation funnel with personalized follow-up.
Impact and Reflections
After launch, site traffic rose by ~60%, boosted by improved organic search rankings. Bounce rates declined markedly, and membership inquiries increased by ~30%. This transformation not only modernized HPDC’s public face but turned the site into a true marketing engine—reliably driving conversions, membership growth, and industry recognition.
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