Viedoc

Software platform meets conversion-focused design

Project type

Website

Industry

SaaS

Location

Europe (not UK)

Services provided

Strategy

Design

Development

About the project

Viedoc partnered with Blend to build a new website on HubSpot Content Hub. The results have been immediate and impressive - in just one quarter, their new website delivered a 100% increase in new user to MQL conversion rate and a 14% increase in demo requests. Read on to discover how we created a site that delivered such quick impact.

 

In 2024, Viedoc engaged Blend to design and develop a new HubSpot website. The results exceeded expectations. The team demonstrated high professionalism and responsiveness, consistently delivering quality outcomes throughout the project.

The project was completed on schedule and within budget, reflecting commendable project management. Blend's expertise and meticulous attention to detail ensured the website was visually appealing and functionally robust, aligning seamlessly with our goals.

Dan Spring

Digital Marketing Lead at Viedoc

Viedoc–Homepage

The challenge

Viedoc had strong marketing and a knowledgeable team, but their website failed to reflect their value or convert visitors. Key issues included poor UX, a rigid legacy CMS, and lost conversion opportunities. They needed a scalable, integrated solution to support growth and connect their marketing efforts.

Website Strategy

We began by developing a data-driven website strategy rooted in user research, laying the foundation for UX, content, and conversion improvements throughout the project.

Key steps included:

  • Website strategy – Grounded in data and user research to guide all phases.

  • UX audit – Identified usability issues and conversion barriers.

  • Audience analysis – Refined structure and content to match user needs.

  • Conversion optimisation – Designed clear, intuitive conversion paths.

  • Keyword strategy – Targeted high-intent keywords to drive relevant traffic.

  • Sitemap – Built a research-backed architecture for usability and goals.

  • Wireframes – Created low-fidelity layouts to shape user flow and hierarchy.

Website design

Our creative team designed a website that effectively communicates Viedoc's value proposition while providing an exceptional user experience. The clean, modern design combines Viedoc's established brand identity with high-quality software imagery that buyers need to evaluate the platform. Information is presented clearly and logically, making it easy for visitors to find exactly what they're looking for.

A comprehensive mega menu helps users navigate to relevant content quickly and intuitively, addressing one of the key usability issues from the previous site.

Viedoc–Solutions
Viedoc–Light
Viedoc–Dark

Website development

The website was developed on HubSpot Content Hub with a focus on scalability and ease of management, enabling Viedoc's team to take full control of their website and evolve it as their business needs change.

We utilised HubDB to create an efficient system for managing resources, making it straightforward for the Viedoc team to maintain and update important content like case studies, whitepapers, and product documentation.

viedoc page editor

Website speed

Despite incorporating high-quality visuals and comprehensive Google Analytics tracking code, the website passes Google's Core Web Vitals assessment thanks to our lean codebase and HubSpot's built-in performance capabilities.

viedoc core web vitals

HubSpot implementation

To support long-term growth, we onboarded Viedoc to HubSpot’s core tools, creating an integrated marketing foundation. Key initiatives included:

  • Content Hub setup – For website management, email marketing, and content distribution.

  • Domain migration – Smooth transfer with redirects to protect SEO and UX.

  • Lead automation – Workflows to route and respond to leads efficiently.

  • CRM data migration – Consolidated historical data for accurate tracking.

  • Performance dashboards – Real-time insights into traffic, leads, and revenue.

  • Attribution modelling – Combined tracked and self-reported data for deeper performance analysis.

Results

We analysed the first quarter since the website went live to measure immediate business impact, and the results demonstrate significant improvement across key metrics:

Doubled conversion rates

The conversion rate improved from 0.7% in Q1 2024 to 1.4% in Q1 2025 - a 100% increase. This represents the primary objective of website optimisation: converting more existing traffic and making all other marketing investments work harder.

Increased demo requests

Q1 2025 saw a 14% increase in demo requests compared to Q1 2024, demonstrating that more visitors are taking the crucial step of requesting product demonstrations.

These results show that the new website is immediately delivering on its promise to convert traffic more effectively, creating better returns on Viedoc's existing marketing investments.

Viedoc new website results

 

Impact

Viedoc's partnership with Blend has delivered huge impact:

  • The significantly higher conversion rates mean Viedoc can achieve better returns on their overall marketing investment, with the same traffic generating substantially more qualified leads.
  • They now have a website that's easy to edit and scale, enabling their team to iterate and improve their digital presence as their business grows.
  • The comprehensive HubSpot implementation provides a built-in platform for all their marketing needs, from lead generation through to customer nurturing and retention.
  • The new website and platform provide a strong foundation for future demand generation and content marketing initiatives, positioning Viedoc for continued success in the competitive clinical trial technology market.