Challenge

Due to the acquisitions, Datacor's products were spread across six websites with different brands. Imarc helped them marry the independent websites together into a seamless HubSpot experience.

Solution

The creative and strategy phase involved creating 21 wireframes and three sets of visual designs. Imarc also assisted with creating a content framework so that Datacor could have a base from which to craft a united message. Once those pieces were put in place, we started building.

This highly performant website was architected on the HubSpot CMS. HubSpot can be difficult to navigate and use out of the box, so our engineers built content modules from scratch with the marketing authors in mind. Each is flexible and simple. Anyone can jump into Datacor's instance and start creating!

In the end, Imarc's team also assisted with content import, enabling Datacor to meet its desired launch date. Given the site's scale, this was an all-hands project.

One unique aspect of this project was the use of AI in the CMS.

HubSpot fields output a lot of markup that should only be used in some instances, and certain types of fields are not natively grouped together, i.e., a URL field doesn’t give you the option for text within the link. A text field and a URL field both have to be used. At Imarc, we like to group them together, so clients know that the text is part of the link.

To achieve that better admin experience, we set up a Cursor rules file, which is a file within our development environment, that our AI agent uses each time it creates a new module. This was the process:

Set up

After putting together some initial modules with defaults we wanted to use throughout the project, we had Cursor extract those examples into rules to use moving forward.

Defaults

1. How we wanted link fields to be grouped
2. Defaults for images and embeds
3. What placeholder text to use
4. How to structure modules and more

Off and running

Once set up, we were able to type in a quick list of the types of fields we needed for a particular module into Cursor, and have it generate all of the back-end module code and files for for that module according to the provided rules.

Results

As we fused six sites into one, we expected strong metrics from launch, and we certainly got them!

• +173% increase in sessions
• +173% increase in direct sessions
• +104% increase in organic sessions
• +112% increase in new users
• +126% increase in views per session
• +608% increase in demo conversions

We are very pleased with the outcome of our website project with Imarc. The engineering of the site is exceptional, with flexible modules that enable extensive customization while maintaining ease of use. Despite its complexity, the site is intuitive to update and remarkably user-friendly, providing a strong foundation for our ongoing digital initiatives.
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‒ Caitlin O'Donnell

Impact

This site is massive, so the impact by the numbers alone is obvious.

• 32 custom, flexible HubSpot CMS modules
• 8 unique page templates, 7 blog templates
• Launched with 170+ pages and over 1,000 resources
• Expanded to 200+ pages and 1500+ resources
• Subtle animations/interactions throughout

But we also made post-launch enhancements, including:

• Custom comparison chart/table module
• Accordion image functionality
• Sitewide search
• Combining customer stories with resources on the blog
• A/B testing on contact page
• Increasing navigation items
• Editable blog eyebrow
• Updating product filters
• Hiding past events
• Adding a custom webinar video countdown module
• Creating a specialty AI report landing page

Today, the partnership continues to push their business forward.