Green Leaf Consulting: A digital transformation to drive growth
Project background
Green Leaf Consulting provides tailored IT solutions and services like technology consulting to clients across various industries, including pharmaceuticals, insurance, manufacturing, and technology. With a growing team of experts, the company is on a mission to transform their clients’ operations into data-driven decision-making powerhouses.
The challenge
As the digital landscape has quickly evolved over the years, Green Leaf faced a challenge: they hadn’t invested in developing a strong digital presence. While Green Leaf excelled at delivering innovative tech strategies, their single page website—the primary touchpoint for potential clients—was outdated, didn’t communicate their expertise or their unique value proposition, and was ineffective at generating leads. This forced the company to rely heavily on traditional, time-consuming methods of client acquisition. The Green Leaf management team finally decided enough was enough and to move forward as an organization, a change needed to happen. One member of the team stated:
“We were helping our clients transform their businesses digitally, but our own online presence didn’t reflect our capabilities. We needed to practice what we preached.”
The idea behind the transformation was to create a website that showcased Green Leaf’s expertise and served as a lead generation powerhouse. The challenge wasn’t just about updating the website; it was about creating a digital presence that could scale with the company’s growth and adapt to changing market demands. To do this, 4 key areas were prioritized:
- A visual brand refresh & formalized brand guidelines
- A new lead-gen focused website with content hub showcasing expertise
- Marketing technology integration
- Multi-channel digital campaigns
The solution
To bring this vision to life, Green Leaf turned to Stryve to lead their digital transformation with holistic services, from branding to website development and digital marketing.
“Working with an agency gave us access to a diverse range of skills we didn’t have in-house. It was like having our own external digital transformation team, with experts in branding, web development, and digital marketing all working together seamlessly.”
After initial kickoff calls and discussion, we formulated a plan and began to execute it.
Understanding Green Leaf's unique positioning
To create a distinct brand, you must understand it. Our work with Green Leaf began with the creation of a comprehensive capabilities deck.
When we began working with Green Leaf, they only had a newly created Brand Playbook created by their Fractional CMO, Dina Baker, and a one-page website. Through conversations with the Managing Partners, insights discovered in the Brand playbook, and other exercises, we crafted their first capabilities deck, becoming the foundation for the next phases of the project. This crucial step revealed the brand’s unique positioning and differentiators, fostering internal alignment around core values and strengths. The insights formed a powerful framework that guided our rebrand, website redesign and marketing strategy.
A brand refresh and creation of formal brand guidelines
With the capabilities deck in place, we began a brand refresh for Green Leaf. While the team loved aspects of their existing logo, client feedback indicated it brought to mind a landscaping company rather than a digital technology consultant. Our goal was to modernize the brand by incorporating technological elements while retaining key features of the original design. This approach aimed to create a visual identity that accurately reflected Green Leaf’s expertise and resonated with its target audience, aligning the brand more closely with its core services and future aspirations in the digital sector.
After extensive exploration of fonts, colour swatches, and creative iterations, we achieved a design that checked everyone’s boxes.
After extensive exploration of fonts, colour swatches, and creative iterations, we achieved a design that checked everyone’s boxes.
We opted for cooler green shades to evoke a more technological feel and updated the fonts to reflect a contemporary aesthetic, introducing curved typography to balance the technological focus with a human touch. The selected colour is a vivid and vibrant shade of teal that combines the calming qualities of green with the refreshing essence of blue, creating a lively yet soothing hue. Ideal for a technology consultancy, it embodies stability and trust while projecting innovation and reliability. Its calming effect fosters trustworthiness without overwhelming, making it memorable and distinctive. Versatile in its application, this colour complements various shades and enhances branding flexibility, while its associations with technology evoke the digital world and common software interfaces.
Brand guidelines
Prior to coming to us, Green Leaf did not have a formal set of brand guidelines. The refresh presented the perfect opportunity for this. The brand was formalized via a comprehensive brand guidelines document to ensure consistent brand representation across all platforms. The guidelines detail proper logo usage, including examples of how not to use it, and provide instructions for creating shortened versions for apparel and collateral. We specified the approved font families, colour palette, and various logo iterations to suit different situations. This approach allows for flexibility while maintaining brand integrity, whether the logo is being used on digital platforms, print materials, or promotional items.
By outlining these elements clearly, we’ve created a roadmap for Green Leaf’s visual identity that can be easily followed by both internal team members and external partners, ensuring a cohesive brand presence in all applications. This updated look and feel would serve as the baseline for the website and all other collateral being created throughout this project.
Building a website & content hub showcasing Green Leaf’s expertise
The new website needed to showcase Green Leaf’s extensive knowledge and expertise. And that’s exactly what it does. At its core, we crafted an immersive insights hub that brings their vast knowledge to life through thought leadership articles and other industry-relevant news. To provide further social proof for the company, the Customer Success portion of the site was given a facelift. This once barebones library was now a fully stocked catalog of in-depth and compelling case studies.
This new content not only highlights the company’s problem-solving abilities but is also a testament to their ability to deliver exceptional results across diverse challenges. This strategic overhaul not only amplifies Green Leaf’s authority in their field but also provides visitors with a rich, engaging experience that demonstrates the tangible value of partnering with true industry experts.
Optimizing with technology
To further enhance functionality and optimization, we integrated the website with data enrichment and user behavior analytics tools like Hotjar and Clearbit, and integrated HubSpot for their forms.
Hotjar visualizes user behaviors through heatmaps and session recordings, enabling us to gather detailed feedback and make data-driven optimizations. This includes behavioral insights such as potential problem areas, the ease of finding information, and which elements are most engaging or overlooked.
Clearbit enables advanced customer intelligence capabilities like deanonymizing website visitors, tracking activity, and enriching their HubSpot database. This allows Green Leaf to do more targeted and effective lead nurturing. This comprehensive approach ensures that the new website not only aligned with Green Leaf’s core values but also significantly improved their digital presence and lead generation capabilities.
Digital campaign deployment & reporting
To ensure effective lead generation, it was crucial that the website was built and optimized to align with the messaging and goals of the campaign. An unoptimized website would not only be ineffective but would also waste ad spend.
Following the launch of the new website and landing pages, digital campaigns were deployed that began driving results almost immediately. With the optimized site in place, we launched comprehensive marketing campaigns, including content campaigns with detailed calendars, email campaigns featuring updated lists and templates, organic LinkedIn posts, and targeted ads on the Google and Microsoft Search Networks.
With the new website in place, Stryve launched digital campaigns that quickly began to drive results. These included content campaigns, email marketing, organic LinkedIn posts, and targeted ads on Google and Microsoft Search Networks. To monitor campaign performance, a live dashboard was created in Google Data Studio, integrating metrics from website performance, SEO, and paid ads. This allowed for real-time insights and the ability to refine strategies based on performance data.
To understand campaign performance and enhance decision-making, we created a live dashboard in Google Data Studio. Integrating website performance metrics, SEO performance via Search Console, and paid ads performance, we were able to gain early insights and refine search terms based on better-performing campaigns and eliminate ineffective ones, improving overall ROI.
The results
Green Leaf’s digital transformation journey illustrates the power of aligning a company’s digital presence with its core competencies. By embracing change and leveraging external expertise, Green Leaf not only enhanced its market presence but also set the stage for continued growth in the competitive IT solutions and services sector.
In a snapshot, the results of this transformation was a massive success:
- Content on the website tripled, fueling a robust thought leadership pipeline
- Case study views increased by 372%
- Multi-channel marketing campaigns drove significant increases in website traffic and lead generation
Despite this initial transformation wrapping up, we continue to collaborate with Green Leaf to further enhance their digital presence and help them grow their business. We have thoroughly enjoyed working with the team, and based on the review we received post-project, we would say it’s mutual.
“The nicest people you can imagine, who are excellent creative and strategic thinkers, with a proprietary approach to leveraging digital marketing for professional services firms. Excellent reporting, scheduling, meeting cadence, and processes. They are the perfect combination of creativity and discipline.”
Dina Baker, Fractional CMO at Chief Outsiders