Softcat's new customer-centric website generates quality leads, delivering a 187% increase since implementing their digital strategy.
Situation
Softcat, an IT infrastructure products and services provider for businesses and the public sector, had been experiencing continuous sales growth for 25 years but needed to adapt and utilize digital to gain a competitive advantage. They sought an agency to transform their current site into a lead generation tool.
Impact
Softcat faced challenges in presenting their complex offerings to customers, communicating their differentiators, and assisting their sales team. The confusing user journeys and multiple stakeholders resulted in a lack of clarity as a brand.
Resolution
The Rawnet team developed a digital strategy by embedding themselves into the Softcat culture and conducting workshops and stakeholder interviews. They implemented five core focus areas, including simplifying user journeys, providing more insights and data, and designing a visually-engaging site.
The team created visuals that reflected Softcat's new direction and established a fully responsive design to encourage more browsing and engagement on the site. They also made technical build additions, such as adding marketing tools and creating an extensive style guide for broader customisation within the CMS blocks.
The user experience was improved by balancing lean user journeys, establishing customer confidence, and communicating their values and people-first culture. The initial results showed an increase in goal conversion rate, average session time, and website leads.
Softcat now has a customer-centric site that generates quality leads, strengthens their market position, and delivers value to the business.
The Data
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