After a successful launch of the MyLandrum intranet portal project, LandrumHR approached Bit-Wizards to help their marketing team correct issues with their highly restrictive website then built on an open source platform and implement new digital marketing capabilities.
More than 1800 small and medium businesses, in 44 states, use LandrumHR to manage their human resources needs. LandrumHR manages job descriptions and handbooks, payroll and taxes, medical benefits and retirement plans, liability coverage and risk management, employee concerns and complaints, business development, staffing and recruiting, and consulting.
After a successful launch of the MyLandrum intranet portal project, LandrumHR approached Bit-Wizards to help their marketing team correct issues with their highly restrictive website that was built on an open-source platform. LandrumHR needed to improve their marketing department’s ability to edit and enter content on their website, in turn allowing them to grow their online marketing capabilities. Bit-Wizards took Landrum’s design and moved it into Kentico version 8.2 and immediately upgraded it to Kentico version 10.
LandrumHR’s website was originally built on Umbraco, which is an open-source website management platform. The website was a marketing liability and causing a build-up of technical debt:
- Issues with responsive design in the Umbraco site required updates to the responsive framework of the site before putting it into Kentico
- Many SEO issues with the code in the original site required an updated SEO strategy along with updated analytics enhancements
- The marketing team needed complete control of landing page content entry and page layout
- The original LandrumHR blog was built in WordPress and this had to be shifted to work within Kentico as a single site, also providing full control to marketing
With this project, the Bit-Wizards digital marketing team fulfilled the need of Landrum’s marketing team by building a fully responsive website on the Kentico platform. This allowed for ease of content entry and planning for future use of the integrated marketing campaign functionality built within the Kentico platform. The Bit-Wizards digital marketing team is helping LandrumHR fill the gap of marketing overflow tasks that they currently do not have the time or capacity to execute on their own.
Using the design LandrumHR had in place on their Umbraco open-source website, Bit-Wizards made necessary updates to the responsive template and built out customized templates in Kentico that allow for easier content entry and layout flexibility.
Along with the need for SEO improvements, the initial site was built into Kentico v8.2 and then a quick upgrade was done to bring the site to the most current version of Kentico 10. This project includes all three necessary website environments—development, staging, and a live production environment.
The Bit-Wizards digital marketing team also built blog functionality into the new website. LandrumHR’s previous blog was built in WordPress (also an open-source platform, with little to no support for businesses), which was separate and disconnected from their main website. Bit-Wizards built custom blog templates into the new site and this achieved the ultimate goal of bringing LandrumHR’s different marketing tools into one easy-to-manage platform.
Therefore, for this new site, Bit-Wizards built out a blog feed for LandrumHR that includes the ability for the marketing team to assign authors to blogs without the need to log in as that author.
Along with the blog template, LandrumHR’s marketing team wanted the ability to build their own landing pages—required to execute marketing campaigns. Bit-Wizards created custom-built templates for this as well, allowing the marketing team to execute campaigns with highly customized landing pages, as needed, within a single search engine optimized site.
In addition to custom templates for landing pages, LandrumHR also worked with the Bit-Wizards digital marketing team to create custom analytics solutions, including custom event and goals tracking. This analytics feature has given the LandrumHR team more information to use in their marketing plan execution.
These statistics are based on a year-on-year comparison (one month after the website launch in May 2017 to the year before):
- An increase in website visits of 16%
- An increase in page views of 42%
- An increase in session duration of 31%
- A decrease in bounce rate of 35%
With more SEO improvements made immediately following the launch of the site, along with ongoing updates, LandrumHR hopes to see even more organic traffic improvements. Bit-Wizards and LandrumHR will also be working together on marketing automation solutions to create custom relevant marketing experiences for their customers and to free up time for the marketing department to spend on high-level marketing tasks.
Key criteria for choosing Kentico Xperience.
The move to Kentico was a perfect fit for the new LandrumHR website because Kentico provides 24/7 support along with dedicated product engineers that continually improve the product to allow for frequent updates to the platform.
Bit-Wizards chose Kentico because it is a powerful platform that offers a robust development framework, simplified extensibility, and optimization for the Microsoft Azure cloud platform.
Furthermore, it is a tool that empowers end users to easily manage content and other aspects on their website without the need to invest in technical knowledge, allowing them to focus on growing their business.
The Bit-Wizards team brings a high degree of skill and thoughtfulness to our project. Compared to our previous website platform, Kentico has provided us with 24/7 support, making the execution of our marketing campaigns a breeze.
Kentico, coupled with the expertise of the Bit-Wizards team, has allowed our marketing team to easily manipulate our website to achieve our goals quickly. This is only the beginning and we can’t wait to see what the future brings for our website! We definitely feel we are in good hands.