Conversion-led digital experience and SEO strategy to drive marketing‑qualified leads for a global B2B event‑tech company.
The partnership
Eventsforce is a global event‑tech company whose cloud‑based software powers thousands of events worldwide. Following a redesign in 2015, the leadership team recognised that development best practice, user expectations, and their own growth ambitions had moved on.
The existing site functioned as an online catalogue, not as a primary engine for qualified demand. Eventsforce wanted the website to work much harder: reflecting complex buyer journeys, increasing conversion points, and supporting a growing investment in content marketing.
The strategic objective was to build a digital experience that could generate more marketing‑qualified leads, protect and improve search visibility, and give the business a flexible foundation for ongoing optimisation. WordPress, as a highly adaptable CMS, was chosen as the platform to underpin this next stage of growth.
Systematising impact
From there, Clarity re-designed the digital experience around clear, conversion‑led pathways, ensuring calls to action reflected considered, complex B2B buying cycles. A dedicated resource hub elevated Eventsforce’s existing content – from product videos to white papers and an event ROI calculator – into a structured engine for nurturing prospects through the funnel.
Technical and onsite SEO were planned from the outset to maintain, and ultimately improve, visibility in search. Integrating Pardot ensured that marketing automation, lead capture, and tracking were embedded into the experience, turning the site into an infrastructure for scalable MQL generation.
