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National Society of Leadership & Success

CMS Platform: HubSpot

www.nsls.org

Website Design
A modern, easy-to-maintain website built in HubSpot

Content Strategy
Ability to effectively engage multiple generations

Copywriting
Compelling content centered on the organization’s mission

Client Brief
National Society of Leadership & Success

The National Society of Leadership and Success provides college students, by invitation, with a place to learn leadership skills and prepare for their future.


Challenges

Outdated Website Built in Drupal

NSLS had an outdated website, built in a platform not designed for easy, in-house updates. Although it featured a vast amount of content, that content was not organized into a clear user journey. In addition, the staff could not easily add, edit or remove content.

It is crucial that the society’s website make a strong impression on two audiences: students invited to join and university administrators seeking to host a chapter on their campus. These two audiences represent different generations and are seeking different kinds of information. The old website did not clearly target either. Their attempts at SEO fell flat.

Solution

Brand Storytelling and a Founder’s Passion

The Bayshore Solutions team spent extensive time getting to know the founder of NSLS and his team, to understand the organization’s mission and purpose. They could then tell the NSLS story in a way that gave legitimacy to the organization and spoke directly to the target audiences. They also added a section speaking to parents of prospective members, a key piece of the relationship.

A feature lacking from the old website was the ability to search for an NSLS chapter. The Bayshore Solutions team built an interactive “Find a Chapter” functionality where visitors can search by school or location, or select a school from an embedded Google map.


    Results

    Testing the New Site Against the Old One

    The whole NSLS team got certified in HubSpot and enthusiastically embraced the platform as the CMS for the new website. Still, they wanted proof that the new one would outperform the old one. They A/B split tested the two websites by randomly directing 15% of traffic to the new one. Within days, they could see that the new one was exceeding their projected metrics and choose to switch over fully.


    • 75% increase in nomination code entries
    • 49% increase in member conversions
    • 20% YTD increase in members
    • 22% YTD increase in invitation response rate

    The Bayshore team was a pleasure to work with from start to finish. They were extremely thorough in their development of the site--receptive to feedback, flexible with our changing needs, and the driving force behind pushing NSLS forward. Once we had a chance to test the finished site, the results spoke for themselves.

     

    -Mike Phelps, Assistant Director of Marketing

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