UpKeep started with seven disparate WordPress sites; now, they have a single, unified web experience. Read how it was done.
UpKeep is the nation's leading provider of Computerized Maintenance Management System (CMMS) software used by some of the largest manufacturers, equipment technicians, government organizations, schools, and facility management companies.
Webstacks was hired to consolidate UpKeep's 7 disparate WordPress website installations into a single, unified web experience that gave more control to their marketing team and created a better user experience for their current and prospective customers.
One of the biggest improvements we delivered for UpKeep is dramatically simplifying their backend operations and the frontend experience for current and prospective companies. When we took on this project, UpKeep was managing seven WordPress websites for distinct areas of their company, and our goal was to consolidate these into a unified system.
At first, developing multiple websites for different aspects of your company sounds reasonable in the beginning, but as companies like UpKeep scale, small cracks can present big problems.
I've used the Webstacks team now at two separate companies and it's a testament to the quality work that they do without all the unnecessary steps that you usually have to deal with most agencies. The team is quick to drive results and focuses on what you need to get results fast. Communication has always been top-notch and they turn things around insanely fast. Highly recommend them and I have several people in my network.
There are plenty of good reasons to have multiple, distinct websites, but more often than not, it's best to present a cohesive, unified experience to your website visitors. Here are a few of the primary challenges facing SaaS companies operating multiple websites.
Managing multiple installations of WordPress extracts valuable time away from your employees.
More installations of WordPress mean more security vulnerabilities to manage.
People buy from brands they trust, and a fractured experience can frustrate prospective customers so much that they find a substitute solution that offers a better user experience.
DatoCMS is a headless Content Management System (CMS) that is decoupled from the frontend design. A headless CMS provides a central interface where content editors can rapidly build, edit, and deploy content without needing engineering resources.
Gatsby.js is the leading frontend website development framework for developing lightning-fast websites that meet Google's 2021 core algorithm update known as Core Web Vitals.
Together, DatoCMS and Gatsby.js provide a truly scalable and efficient website for today's high-growth SaaS companies like UpKeep.
As one of the world's few Elite HubSpot Solutions Partners, we've seen the power of inbound marketing first-hand. The major theme across all of our client success stories is using content marketing to drive qualified website traffic through value creation. Here are a few content marketing strategies we helped UpKeep implement to further establish itself as the leading CMMS solution.
One key to effective content marketing is creating value and giving it away for free. To create value and help UpKeep generate leads, we developed a series of calculators and a template gallery of common maintenance checklists.
Scaling a business is about finding and operationalizing efficiencies. To support UpKeep's rapid growth, we build a modular content system using content modeling best practices to allow content editors to easily add, update, and deploy content.
Beyond UX, we were also able to help UpKeep with search engine optimizations. Our goal was to increase organic traffic and conversion rates by assessing, planning, and implementing a functional SEO strategy.
For UpKeep, one of the most popular maintenance management software solutions available, the issue wasn’t a lack of content or resources to generate more of it. They lacked a structured approach to iterative content optimization.
As a result, UpKeep’s website had a plethora of pillar pages (in-depth articles focusing on core business topics meant to generate large amounts of organic traffic) and blog posts that spoke to important industry keywords but weren't generating any organic traffic.
The project was approached from two angles. First, we immediately zeroed in on the underperforming pillar pages’ copy, integrating our AI-assisted content-optimization process to mine for opportunities and create enhanced keyword density plans.
Conveniently packaged, these plans guided UpKeep’s writers down the quickest paths to copy optimization, higher rankings, and an increase in organic traffic and software demo conversions.
We didn’t stop with copy optimization. With Google recently announcing the importance of website performance from both speed and UX perspectives, we knew we'd have to dive in and optimize some code. To that end, we:
A generally accepted rule-of-thumb in search engine optimization is it typically takes six to eight months to start seeing results.
However, with a solid understanding of core business topics and keyword clusters, a constant opportunity-monitoring process, and iterative AI-assisted keyword density plans, we generated results in just three months and, for example, increase organic traffic to their “work orders” pillar page by 482% in six months.
Concurrently, copy optimizations lead to healthier engagement metrics. We saw the most dramatic increases with the Preventive Maintenance pillar page which experienced a nearly 75% decrease in bounce rate, a nearly 35% increase in average session duration, and a 1,000+% increase in goal conversion rate (demo requests).
UpKeep is a computerized maintenance management system (CMMS) designed to help organizations streamline and manage maintenance processes.
Los Angeles, CA
Software-as-a-Service
Mid-market (25-200 employees)
