Challenge

The brand name Delinea came about in 2021, but it was created from other brands, Thycotic and Centrify, which date back to 2004. The main challenge for us was to take the HubSpot website from dated to now, freeing the Delinea brand from the muddying caused by the different acquisitions and a lack of brand recognition.

With those needs in mind and a strong desire for immediate results, Delinea and Imarc chose a phased approach rather than a traditional website redesign project that could have delayed wins.

Solution

Together, we decided on deliverables for phase one that would make a noticeable difference. That included major updates to the blog listing and detail pages, a complete homepage redesign, including a new global navigation and footer, and, finally, both rearchitected product and solution page templates.

We started with stakeholder interviews to identify needs and incorporated our findings into the designs.

Before taking on any official pages, our team revisited the brand guidelines to identify different ways to elevate the design and user experience—making it more engaging, intuitive, and well-structured.

Throughout the digital experience, we worked to bring the content to life by replacing a large number of image and text blocks with more interactive, flexible, modern modules in their HubSpot instance.

During the build, we used AI to assist with building custom HubSpot modules on the back-end, ensuring our admin editing experience remained consistent with field names and groupings. We also employed it to help migrate some legacy modules to the new theme, ensuring we didn't lose any functionality and that they remained more closely aligned with our new designs.

Overall Results

• 3% increase in returning users
• 7% increase in average engagement time per user
• 25% increase in conversions (key events)
• 44% increase in key event rate per user

Blog

Delinea's blog was our first area of focus due to a downward traffic trend, driven by artificial intelligence (AI), across all industries and competitors. We wanted to positively impact their SEO and AEO to improve their organic conversion. To achieve this, we brought in a "What you will learn" area to summarize key learnings and an "In this article" section for article highlights at the top, along with dates and authors for discoverability. For usability, we added a read time bar and made the pieces easier to share.

In addition, to make the work shine, we made the listing page much more visual and tuned into what matters most, allowing them space to highlight premium content and releases.

Blog Results

• 37% increase in pageviews
• 39% increase in active users
• 25% increase in events completed on blog pages
• 72% increase in key events (conversions) completed on blog pages

Homepage

The homepage saw the most obvious updates, with an entirely new hero that includes images embedded into a custom-branded shape. With the all-new navigation and footer, statistics, more active language, different card visuals, and a fresh take on Delinea's "sequence lines" texture, it's almost unrecognizable.

Product and solution pages

The product and solution pages required multiple information architecture changes. We switched up the content structure and product menu, and added accordion modules so the content could remain, but in a more visually appealing, easier-to-digest way. We also created case study cards, used statistics, designed multiple heroes (slider, video), and revamped modules to make them more streamlined and engaging.

Products Results

• 7% increase in pageviews per active user
• 26% increase in average engagement time per active user
• 51% increase in key events completed on Product pages
• 9% improvement to bounce rate

Solutions Results

• 4% increase in pageviews per active user
• 50% increase in average engagement time per active user
• 51% increase in key events completed on Solutions pages

Impact

This version of the Delinea website makes it easier for users to interact, and there's more to come! Next up, we're revamping Delinea's platform diagram through updated visuals and engaging animation. We're also moving all legacy modules into the new theme, which will then get a facelift to align with the newer designs. The list continues to grow, and we expect this HubSpot build to expand organically over time. We are happy to be Delinea's growth partner of choice.