Works/Northwind

Northwind's site turned a services list into a lead engine

Client
Northwind
Industry
Marketing · Agency
Services
Brand refresh, Web design, Webflow development
Year
2025
Timeline
6 weeks

About project

Northwind is a digital marketing agency with strong results and a website that read like a brochure. Leads arrived almost entirely through referrals while the site converted next to none of its own traffic. Visuolab turned the case work into the argument and built the funnel around it.

2.6×qualified leads per month
61%drop in form abandonment
6weeks from kickoff to launch

How it went

Four phases, one team throughout

  1. Step #1

    Discovery

    1 week

    Analytics audit, sales interviews and a review of every inbound lead from the last year.

    • Brand refreshWordmark, type, motion
    • WebsiteWebflow
  2. Step #2

    Brand refresh

    1 week

    Wordmark, type and colour tightened; a motion mark for the site.

    • Case study templateCMS
    • Lead formHubSpot
  3. Step #3

    Design

    2 weeks

    Results-first home, a case study template, services and a three-question lead form.

    • Article systemCMS
  4. Step #4

    Build

    2 weeks

    Webflow with a CMS for cases and articles; HubSpot wired to the form.

    • Launch support2 weeks

Challenges

What we had to solve

  1. 01

    A site that read like a brochure

    Strong results, but the website described services instead of proving them.

  2. 02

    Leads only through referrals

    The site converted almost none of its own traffic.

  3. 03

    Case work kept offstage

    The results that won referrals weren’t doing any work on the site.

What changed

Results

  • 2.6× qualified leads per month
  • 61% drop in form abandonment
  • 6 weeks from kickoff to launch
  • Client numbers lead the home page; the services list comes second.
  • A short form with the rest asked on the call — abandonment fell by 61%.
  • A template the team can publish in an hour, numbers first.

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