Case Study
HubSpot Website Rewrite
HubSpot (Joel Klett / Business Casual Copywriting)
Under a tight two-month deadline to overhaul HubSpot's entire marketing website alongside a major repositioning, Joel Klett's team ran a focused customer-research process before writing any copy — surveying customers in a "Before/During/After" (BDA) format to capture their own language about the problem HubSpot solved, what drove them to look for a solution, why they chose HubSpot, and what results they got. One resulting line — "HubSpot offers a suite of tools that are powerful alone, but better together" — reframed the entire site's positioning around that comparison.
Result: site-wide conversions nearly doubled, inbound demo requests rose 35%, inbound call volume rose 27%, and customer-support ticket volume dropped, as the anchoring line ("powerful alone, but better together") gave prospects a clearer mental model of how HubSpot's tools fit together. See Anchoring & Contrast Effect.
Discussed in
- Episode 27 — 27- Understanding customers during times of uncertainty
- Episode 46 — 46- Five marketing lessons for 2021 (recap, same figures)