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Making the Cambrex
site fit for purpose

60%Increase in newsletter sign-ups
-95%Reduction in cost per lead
+500%Increase in monthly leads

The
Brief

Cambrex is a leading global contract development and manufacturing organisation that produces drug substances, drug products, and analytical services. 

Cambrex partnered with us to establish why audiences were not engaging with their detailed technical content – a crucial component of a healthy pharmaceutical business. 

We assessed the site structure and diagnosed poor UX, slow loading speeds, and over-complicated navigation as the main ailments preventing content from being surfaced. Additionally, the code was outdated which made updating the site volatile and risky.

We set out to recommend a platform that would be both stable and fit Cambrex requirements.

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The
Solution

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Task technology fit
Following an in-depth discovery phrase and website audit, our UX design specialists set out to design a website aligned with Cambrex refreshed brand assets, whilst improving navigation, implementing filtering and mapping audience groupings. 

Throughout the briefing process, it was clear that Wordpress would be the best-fit solution for Cambrex given both their technical and CMS requirements. We focused efforts towards increasing page load speeds, developing a user-friendly CMS and improving the overall user experience.

We created a user-friendly, and technically sound website that is easy to navigate and visually encompasses Cambrex’s brand mission.

Data
Although Cambrex attracted a high volume of traffic, they only captured a limited amount of data and understanding of what their audiences were interested in. 

Data played a vital role in Cambrex’s endeavours to enhance lead generation and understand audience behaviours. Working closely with Cambrex stakeholders, we collaborated on devising and executing a gated content strategy across the website, ensuring the secure and efficient acquisition of user data.

Digital 
Marketing

Our team of digital strategists worked hard behind the scenes to provide insightful recommendations on SEO and paid media tactics, aiming to enhance website performance and increase brand visibility.

By incorporating fresh copy and content into the site, we meticulously devised and executed a content migration strategy to preserve its search engine rankings.  

Impressively, within just 24 hours of its launch, the website not only maintained its search engine rankings but also measured an organic ascent of 5 positions for its core services on Google.

Fiora has been a true partner in this journey over the last year, providing exceptional guidance and technical expertise every step of the way. They promised - and delivered - an excellent product, while being flexible with changing demands.

Dan McGinn | SENIOR digital Marketing manager, CAMBREX
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