If you build it, they will come.
As a marketer, one of my biggest pet peeves is to hear someone boast, "We've achieved all of this without any marketing!" While that might sound impressive, imagine the heights of success that could be reached by infusing some thoughtful strategy, promotion (even free!), and branding into your product or service.
In the past year, I spearheaded the development of a website for CVS Health Clinical Trial Services, a startup within CVS Health dedicated to providing easily accessible clinical trials for all. Previously, their online presence consisted of a one-page placeholder with basic contact information, available through a Google search or a QR code at trade shows. Though the page attracted occasional emails, they were mostly spam.
Recognizing the need for a centralized hub to direct potential customers, media, and patients, my team and I crafted a basic yet highly strategic website. Our focus was on delivering key content to captivate the audience and leave them eager to learn more. Crucially, we incorporated strategic keywords to enhance search visibility and engagement.
Given
the absence of a budget for promotion, we leveraged all available channels:
- leadership and the BD team shared it with their contacts and on their social profiles, which was reshared by both internal and external partners.
- it was shared on the corporate LinkedIn page.
- it was added to the entire company's email signatures.
The results? Here are some highlights from our CVS_Website_Case_Study:
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Leads surged by an impressive 150%, and these were not just any leads—they were Marketing Qualified Leads (MQLs) that forged new client relationships and boosted revenue.
Website traffic skyrocketed by 100% in the first month, maintaining a steady 40% increase compared to the static page.
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Average visits to the website exceeded 3 minutes, indicating genuine engagement as people invested time in reading the content.
In essence, a bit of strategic thought and focus had a monumental impact, proving that even with limited resources, a well-executed approach can yield remarkable results.