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The Organization: 

The team at SINC set out with a single goal in mind: to strengthen IT communities across the Americas and Europe. Through customized, first-class event experiences, SINC is impacting the industry by connecting and educating IT executives and IT software providers.

The Challenge: 

SINC approached us at a critical point in the organization’s growth. With more and more attendees signing up for SINC’s specialized IT events, SINC was running into issues with the user experience that made it difficult to navigate through the site and successfully register. The team also felt the website wasn’t accurately reflecting the mission of the organization to provide networking and educational opportunities for IT professionals.

SINC was getting plenty of traffic to its website, but the traffic wasn’t converting. SINC partnered with HMG to create a digital experience for its website visitors that would provide a better representation of its portfolio and clearer CTAs to drive users to take action. Additionally, SINC was ready for a site that would support the organization’s evolution and impending growth as it expands its offerings.

Our Approach:

With hundreds of events every year, SINC needed an easy way for staff to manage the website and add event pages that could be updated at any time. Developing the site on WordPress, we incorporated a customizable page builder so staff could easily add content and create layouts for each event. The design also included a HubSpot integration that synthesized client data into SINC’s CRM.

SINC was also looking for a modernized brand identity that more effectively resonated with clients. Based on a similar look and feel that maintained brand equity, our team added enhancements to the logo and color palettes for a sharper, refined aesthetic.

During web design, we faced the unique challenge of creating a site that targeted multiple audiences – both event sponsors and IT executives. SINC’s original website didn’t offer a clear differentiation between individuals or organizations on how to get involved, so we restructured the site’s architecture with strategic color schemes, messaging, and navigation options for both audiences. To boost engagement, we incorporated lead generation forms for prospective clients wanting to learn more. We also developed a custom login feature for members only and a highly customized event calendar.

The Result:

On the old site, visitors who came to SINC often left prematurely, confused about what the organization offered or how to get involved. Now, SINC is empowered to connect with visitors and truly promote and build community within the IT industry.

James Trumbly

Managing Partner of HMG Creative, father of two, runner, ping pong master, P90X extremist, now living in Austin Texas after 11 years in sunny San Diego, CA. Follow him on twitter @HMGCreative

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