Powering bright business ideas for half a million small business owners...and counting. Every entrepreneur has a "light bulb" moment. For the two co-founders of Incfile, their bright business idea was to help future business owners navigate the often-bumpy path to entrepreneurial success. Another type of light bulb flipped on in 2016 when they realized the SEO firm they’d hired wasn't delivering.
Our partnership with Incfile was born out of content marketing. Our founder Jeanna was a customer and linked to their website when writing an article for Fast Company. Incfile noticed the backlink in their SEMRush profile and decided to reach out. And the rest is history...
With a focus on SEO, content creation through landing pages and blogs, and marketing and sales automation powered through HubSpot, we helped Incfile's organic traffic take flight. Soon, we saw incredible results:
- Traffic lifted from 2,000 visits a month to 25,000
- Ranked keywords grew from 4,000 to 18,000 — many on the first page
- Organic traffic increased by 400%
- Organic channel revenue by 300%
Incfile performance from Oct. 2017 - July 2022The Challenge
With a major competitor like LegalZoom (NASDAQ: LZ), visibility and market share seemed, at times, insurmountable. But as Incfile grew, a new challenge became apparent: how to build a brand that consumers would respond to, recognize, and trust. They also had a website that was custom-coded and it was a huge pain when the SEO and content teams needed to make fixes or get projects live. An even more important question surfaced — how do we easily manage brand strategies and campaigns across the vast realm of marketing, sales, and service?
Suddenly, we were talking about a whole lot more than some SEO, content, and inbound marketing. This was complete end-to-end optimization across the funnel, from attracting new MQLs and SQLs to nurturing existing customers, all while fixing the infrastructure of the website and establishing Incfile as the business formation leader.
The Solution(s)
Previously, most of the marketing initiatives for Incfile had been siloed in different tools and teams. To meet our goals, we needed to streamline our processes and workflows and ensure better visibility across our FPS team. What better solution than an all-in-one, multi-purpose (and insanely robust) tool like HubSpot? We'd been singing the HubSpot praise for a long while, so we were already well-versed in its value, flexibility, and broad expanse of capabilities. There was simply no better choice.
Marketing Hub
HubSpot Marketing was immediately worth the effort when we realized how streamlined our processes had become. From development to A/B testing to campaign launch, we were able to have full visibility of every initiative from planning through analysis. Our strategies grew stronger, and the informed decisions we made were better, easier to implement, and driven (by data) toward results.
Something that once would have been a tedious undertaking — updating all of our blog CTAs — became a seamless process. Tracking and managing the new CTAs gave us clear insights into what was working and what wasn't, letting us make swift and meaningful changes.
Incfile CTA'sRebrand
Incfile worked on a rebrand to refresh its look and feel, as well as its UX. Because we were already using HubSpot Marketing, the new look was able to be quickly applied across all landing pages, headers, and CTAs, with an easily recognizable light bulb icon that tied with their new branding.
With the new look came an updated website. We saw an opportunity to clean up their site so we could focus on our growth and lead gen efforts. Enter HubSpot CMS.
CMS Hub
In 2020, we started one of our largest initiatives: migrating the entire Incfile site to HubSpot CMS. It was a complex, multi-faceted approach that involved FPS's collaboration with Incfile's internal team.
Utilizing HubSpot CMS combined marketing, sales, and service into one tool. With each Hub — and the App Marketplace — at our fingertips, we refreshed their website, transferred it over, and consolidated processes into a unified system where we could easily manage, update, and track all campaigns. Web page and blog publication transferred, as did all lead gen and email campaigns. Creating topic clusters and connecting campaigns allowed us to improve visibility and get a big-picture view of our results.
Incfile new contact performance from Oct. 2017 - July 2022It's now become routine that all of our lead gen, email, blog, and content work is housed and managed in HubSpot - as well as deals and pipeline forecasting. We know our team members are confident and capable of managing nearly any task within the platform (thanks, HubSpot Academy!), so we can ensure work is completed with greater efficiency and efficacy.
The Results
Speaking of results...we were not disappointed (and neither was Incfile). To date, we are thrilled to report that our efforts helped Incfile gain:
Traffic saw sweeping gains, including:
All that's great, but revenue will always be top dog. And, with help from HubSpot, we delivered.
The Impact
With results like those above, you might be wondering if there's anywhere for Incfile to go from here. But we can tell you — the only direction they're heading is UP.
Thanks to the collaboration between Incfile, First Page Strategy, and HubSpot, we've positioned Incfile to push ahead in the industry and take major competitors head-on. They have significantly ramped up efforts in 2022 with an expansive content strategy, honed SEO initiatives, and a renewed focus on existing customers through some pretty slick multimedia Founder Features.
And there is so much more to come. We can't give you any spoilers, but trust us, it's going to be BIG. It's going to be BOLD. And just like those light bulb moments, it's going to be BRIGHT.
Our Partnership
First Page Strategy is a remote-first, fully distributed company that eschews the typical "agency" way of doing business. Our team of experts has combined decades of experience in every facet of marketing, and all are at the top of their respective fields. We are also a HubSpot Certified Partner Agency, so we understand the vital role HubSpot plays in managing, streamlining, and tracking our clients' campaigns.
