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Customer journey redesign boosts user engagement/conversion

Delmic is a high-tech company based in the Netherlands that develops powerful and user-friendly solutions for light and electron microscopy. They desired a new website on CMS Hub to improve their online customer journey, storyline and conversion.



Delmic partnered up with Webs to upgrade their existing CMS Hub website. The main objective was to develop a manageable, flexible, fresh and structured website, to better communicate the brand proposition/vision, help potential customers find relevant content and to convert them into leads. Focusing clearly on customer benefits and solutions instead of heavily on their products.


Problem the company had

Problem the company had

As Delmic scaled as an organization they outgrew their current website. There was no room to showcase new product lines anymore, the design became outdated, content pieces weren’t easy to access and the overall website performance was lagging behind.


The Hubspot CMS solution

The Hubspot CMS solution

After analyzing Delmics’ goals, buyer personas, journeys and current content, Webs developed a completely new website architecture with a newer, fresher design based on showing customer benefits. This by facilitating content discovery through featured content, rebuilding the blog sections, using prominent lateral navigation opportunities to related content, building out clear next steps by easy-to-use templates/modules and enticing CTAs.