How to use website social proof: strategies and examples that work
Nov 27, 2024
Labguru partnered with Blend to build a new website on HubSpot Content Hub, and the results have been transformative for their business. In just 12 months, their revamped website has fueled a 19% increase in website sessions and a remarkable 132% increase in demo requests.
Labguru offer best-in-class lab management software for pioneering research and development teams. Their software and services are designed to boost productivity for scientists, companies, and institutions.
Today, Labguru's leading technology is being used across a diverse range of life science entities. From early-stage startups to industry giants like GSK, as well as prestigious universities and research institutes worldwide, like the Mayo Clinic.
Labguru had ambitious growth targets. They were already experiencing growth of 50% year-over-year, but wanted to increase this to 100%.
Fortunately, Labguru are a forward-thinking company with a deep understanding of their customers and market. So, they already knew that more of their market was turning to Google to look for lab management solutions. As a result, they knew they needed to drastically improve their SEO and website to attract visitors and drive demo requests.
Graph showing the increasing search volume for 'lab management software' between 2018 and 2024 [ahrefs]
In addition to improving their discoverability, Labguru recognised the need to focus on conversion optimisation. The website's user experience needed enhancement to guide visitors through the site and ultimately convert them into high-intent leads via the demo request offer. Their brand application also required refinement to form a cohesive message and deliver a more memorable experience.
This was all made more challenging by the unique and sensitive nature of the life science industry. Labguru is trusted with their customer's most valuable assets – intellectual property and data. Given the sensitive nature of this information, engaging potential buyers requires a strong sense of reliability and trustworthiness.
Labguru were already using HubSpot CMS and were happy with the platform, but needed help from an agency to build a truly inbound-optimised website. After seeing Blend's work and expertise, Labguru knew that Blend had the SEO and website expertise to increase their discoverability and inbound performance.
Blend created a new website using HubSpot Content Hub, enabling Labguru to achieve the goal of attracting and converting more buyers. There were three key components of the project.
The first step was to devise an effective website strategy to inform design, content, and development. Labguru has an experienced in-house marketing team that we collaborated with on the core elements of the website strategy.
To enhance website discoverability and drive more search-generated revenue, we optimised Labguru's key pages for high-intent keywords. Keyword research was mapped to the sitemap to identify the optimal keywords for each page. Analysing the existing website content and keyword rankings helped avoid content cannibalisation, and would later inform the overall content strategy.
With the strategy and content in place, Blend’s creative team quickly got to work on designing a website that:
The homepage presents Labguru's value proposition in a clear, concise, and memorable way.
Throughout the website, various forms of social proof are strategically placed to build trust with potential buyers. These include logos of Labguru's customers, G2 ratings, and featured case studies.
The navigation and calls to action were thoughtfully designed to guide visitors seamlessly through their journey, directing them to the next logical step without feeling forced.
The website prominently features product imagery and videos to showcase Labguru's platform, clearly communicating the offer to visitors.
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Bespoke illustrations brought another dimension to the website. These were designed in line with their brand colour palette to give a consistent look and feel. This added touch ensures a cohesive and premium feel throughout the design.
As Labguru's business grows, their website needs to scale. With this in mind, we focused on developing the website with a strong emphasis on scalability, and usability. As leading HubSpot website developers, we leveraged the full stack of HubSpot Content Hub tools to create a website that strikes the right balance between consistency and editability.
Features used include:
Labguru's multi-level, HubDB-powered resources area plays a crucial role for them. As a life science business, evidence is key. So enabling potential customers to easily find data sheets and case studies allows them to gather the necessary information before requesting a demo. HubDB makes it straightforward to add and maintain these valuable resources.
To bolster Labguru's SEO performance, we ensured the website was optimised for speed and Google's Core Web Vitals. Despite the use of animation and video, we were able to streamline the website code and implement low-file-size solutions to maximise page load speed wherever possible.
The new website has delivered exceptional results, driving significant improvements in SEO performance and increasing inbound demo requests.
Blend designed and developed our HubSpot-based website. The team is friendly and professional, working with Simran was great. They really helped us stand out and improve our conversion rate.
Shir Alon,
Growth Marketing Manager at Labguru
Our focus on keyword-optimising Labguru's website pages led to a 19% increase in website sessions year-over-year.
Improving the website user experience to provide buyers with the necessary information and social proof led to a 132% increase in demo requests year-over-year. This was a significant driver in Labguru achieving their growth targets.
Labguru's partnership with Blend has had a significant impact on their business:
