SENTINEL
Services we provide:
- Discovery
- Strategy
- UX/UI design
- Website development
- Kentico implementation
About Sentinel
Sentinel is one of the largest employee benefits providers in the Northeast with 4,000+ clients and more than 250,000 plan participants. Sentinel partnered with SilverTech for their website redesign to accentuate their competitive advantages to other providers and strengthen brand messaging and company culture online. Additionally, they wanted to highlight Sentinel as a one-stop-shop benefits provider for employers and employees. Sentinel sought SilverTech’s expertise to create an experience geared towards the individual including storytelling elements through iconography, lifestyle-type imagery, and testimonials on their website.
The Process
Sentinel chose SilverTech’s recommendation of Kentico for several reasons. What appealed most to them was the easy-to-use interface for content editors, the ability to tag content clearly and effectively for multiple user groups, varied ability levels/place in the sales funnel, and the platform’s marketing automation abilities. Since the main goal of this website redesign was to create lead generation, the power and customizable functionality of the Kentico CMS coupled with the easy-to-use personalization and marketing automation features was a no brainer for Sentinel.
The Challenges
SilverTech faced several challenges throughout working on this project. One of the pains of Sentinel’s old site was that the homepage was difficult to use, asking users to act before understanding who Sentinel is. The new website clearly communicates the Sentinel brand before asking users to act. Another challenge that SilverTech faced was placing educational materials and related resources in a location and manner on the website that would be the most beneficial to users. This would make it easy for users to find information on their own and eliminate the need for Sentinel to send users direct links to the information. Sentinel loves the new website and SilverTech was able to address all the challenges of the old website.
RESULTS
Jump-start Your Digital Goals for 2024
By: Kim Smith | 11/16/23
Have you thought about your digital strategy for 2024? What goals does your team have? Do you have a plan for the coming year? If you don’t have the answers just yet, you are not alone. Most businesses start the planning late, and primarily because they are not sure where to start, but SilverTech has some ideas that can help.
Digital Strategy
Making your digital strategy a priority can be difficult, however, forming a good digital strategy is vital to providing a robust digital experience. Here are four keyways to kick start your digital strategy.
- A strategic website analysis including but not limited to:
- Competitive analysis
- Conversion point analysis
- Search Engine Optimization (SEO) analysis including technical and content.
- Optimize your website click paths for better conversions.
- Develop a high-level digital roadmap for your 2024 digital initiatives.
- Conduct usability testing or user testing to see if you are resonating with your audience.
Digital Marketing
Your digital marketing efforts can have a direct impact on your revenue and the success of your business. As technology changes constantly, there are some tried and true initiatives you should be implementing in 2024 – and some new and innovative strategies you should consider testing out.
- Utilize Google’s Performance Max campaigns to accelerate your lead generation efforts.
- Test Google’s new Demand Gen campaign format to amplify your brand.
- Launch a TV commercial using the Connected TV (CTV) network, reaching not just your local TV stations, but also streaming platforms and channels; Hulu, HGTV, Pluto & more.
- Perform an audit of your marketing efforts and review your ad spend to ensure you are getting a positive ROI (return on investment).
- Analyze your competitors to see what they are doing, what ads they are running, keywords they are bidding on to see where your organization can do better.
- Identify where AI (Artificial Intelligence) technology can make your marketing more efficient while still effective.
- Invest in more personalized marketing using you customer data, advanced ad targeting, the right creative messaging, and a cohesive website experience.
- Prepare for big changes to data privacy and ad blocking technologies.
- Leverage more programmatic advertising that utilizes real-time bidding and a wider ad market beyond just Google.
- Explore newly emerging channels like Reddit, TikTok, and Threads.
- Leverage more native ads that feel less intrusive to your audience.
Web Development & Design
We all know the website is the biggest part of your digital presence. Do not neglect your website assets. These recommendations are fundamental to maintaining your website.
- Enhance your modules within your CMS (Content Management System), making small page changes will result in a huge benefit.
- Upgrade your CMS to the latest version. This is important and ensures that the latest security updates.
- Perform an ADA audit and implement fixes to verify compliance and accessibility to all website users.
- Develop an advanced site search, users want to be able to find the information they are looking for with ease.
- Integrate your CRM (Customer Relationship Management) with your website allowing you to track the data across your MarTech stack.
- Utilize the personalization features of your website, giving users a unique experience tailored to their needs.
A Big Website Project
Is 2024 the year that you have designated for a complete overhaul of your website? SilverTech’s team of digital experience experts are here to make that a reality for your business. In 2023 we helped dozens of businesses with large web projects.
If you need assistance with your digital strategy, digital marketing, and minor or major website updates - we are here to help. We would love to sit down and discuss your digital goal for 2024.
Contact us today to set up a meeting.
