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Companion Animal Health’s Website Overhaul: Elevating User Experience and Education with HubSpot CMS

Companion Animal Health improved its website’s SEO performance, user accessibility, and training processes, achieving a 40% increase in organic traffic and streamlining continuing education certification after partnering with SaaS Solutions to implement HubSpot CMS and Salesforce integrations.

 
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50%

Increase of New Users to Website

136%

Increase in Organic Impressions

480%

Increase in Total Onsite Engagement

About 
Companion Animal Health

Companion Animal Health is a global leader in veterinary technology, specializing in innovative therapies for the animal healthcare sector. Founded in 2006, the company originally focused on equine laser therapy and has since expanded its portfolio to include regenerative therapies, pain management solutions, rehabilitation, and diagnostic tools.

Industry: Veterinary

Company Size: 150+ Employees

Location: United States

Use Case:

  • Increase Organic Traffic
  • Website Migration
  • Custom LMS
  • Salesforce Integration

Integrations:

  • Hubspot
  • Salesforce
  • Typeform
  • Survey Monkey
  • Microsoft Teams
  • SalesMSG

Key Services: 

Website Migration + Design

Custom Hubspot Development

Salesforce+Hubspot Integration

Creative Design

UX/UI Workshop

Technical SEO

Hubspot Automation Optimization

 

See The New Website Here: 

View Now

Kyle Aaron, Companion Animal Health's Digital Marketing Manager, still remembers the frustration that plagued their old website. “It felt like we were stuck with them,” he said, reflecting on the restrictive relationship with the previous agency. “There was a lack of control, flexibility, and support. Minor changes took two weeks, and we felt almost helpless.” Companion’s outdated website was more than just a bottleneck for their marketing efforts—it was a roadblock to growth. Every tweak, whether adding a new link or updating a product page, required external assistance and long waits. It was stifling, and the company’s evolving customer base needed more.

An Outdated website holding back growth

Companion Animal Health, a global leader in veterinary technology, recognized an exciting opportunity to enhance its digital presence and operational efficiency. As a forward-thinking company, they knew their website had the potential to play a crucial role in their continued success. However, the existing site, built on a third-party proprietary CMS, limited the team's ability to update content efficiently and keep pace with the rapidly evolving needs of the veterinary community.

While the website had served them well in the past, it was time for a more flexible and mobile-friendly platform that would improve user experience and boost their visibility in search engines. Companion Animal Health’s Continuing Education (CE) platform also held tremendous potential, but to unlock its full value, the tools needed to be upgraded for better integration with Salesforce and enhanced functionality.

Recognizing these opportunities, Companion Animal Health partnered with SaaS Solutions to embark on a transformative digital journey. By migrating to HubSpot CMS and integrating key systems like Salesforce and Typeform, SaaS Solutions delivered a cutting-edge solution that empowered Companion’s internal team and elevated its digital footprint. The new platform created a seamless experience for both the veterinary professionals they serve and the internal teams managing the content.

Empowering Teams with Better Tools for Success

The limitations of the previous CMS presented Companion Animal Health with a significant opportunity to streamline its internal processes and provide a more agile, user-friendly experience for its customers. By upgrading to a more intuitive and responsive platform, the team could make real-time updates to their educational resources, product launches, and vital content, significantly reducing the turnaround time for updates.

With a website optimized for mobile use, veterinary professionals could easily access valuable information on the go, enhancing the overall user experience.  By addressing technical SEO challenges, Companion Animal Health would be ensuring that their wealth of educational content—including webinars, case studies, and scientific resources— was more discoverable by search engines, allowing them to reach a broader audience.

The integration of a new Learning Management System (LMS) further unlocked the potential of their continuing education platform. With better tools for content creation and seamless integration with Salesforce, Companion Animal Health can now efficiently track course completions, issue CE certificates, and improve the overall learning experience for veterinarians. This enhancement would strengthen Companion’s relationship with the veterinary community and ensure the company remains at the forefront of professional education and innovation.

A Comprehensive Website Transformation

SaaS Solutions addressed these challenges by migrating Companion Animal Health's website from the proprietary CMS to HubSpot CMS. This migration was not just a simple transfer of content but a full-scale overhaul of the website’s architecture, design, and functionality. SaaS Solutions implemented a modern, user-friendly design that was fully mobile-responsive, allowing veterinarians and other users to easily access the site from any device. The website was optimized for SEO from the ground up, ensuring that Google crawlers could properly index all pages, improving the site’s visibility and organic search performance.

In addition to enhancing the general user experience, SaaS Solutions developed a custom Learning Management System (LMS) within the HubSpot CMS. This custom-built platform allowed for seamless integration with Companion’s Salesforce system. By using HubSpot’s capabilities, SaaS Solutions created a solution where veterinarians could easily enroll in courses, complete quizzes, and automatically receive Continuing Education certificates in PDF format. These certificates were hosted in a personalized “My Account” section on the website, streamlining the entire CE process.

Automations between HubSpot and Salesforce were also built to track veterinarians’ progress through the courses, ensuring that Companion had real-time data on their CE offerings. This eliminated manual data entry and significantly reduced administrative overhead.

Strategy and Planning Workshops

 

The implementation process began with a series of strategy workshops between SaaS Solutions and Companion Animal Health. These workshops included a comprehensive analysis of Companion’s old website, competitor websites, and examples of websites with elements that Companion's team wanted to incorporate into the redesign. This initial phase helped establish clear objectives for the new website and ensured alignment between Companion’s marketing and sales processes and the website’s structure.

 

SaaS Solutions approached the project not just as a technical migration but as a full digital transformation. The team worked closely with Companion’s internal stakeholders to map out user journeys, develop intuitive navigation paths, and optimize page layouts for better engagement. Each decision was made with both the external user and the internal content management team in mind.

 

Custom LMS and Automated Certificates

One of the major milestones in the project was the development of the custom Learning Management System. This involved creating custom objects in HubSpot to track course enrollments, quiz completions, and certificate generation. SaaS Solutions also integrated Typeform to facilitate mandatory quizzes for Continuing Education requirements. Once a veterinarian completed a course and passed the quiz, the system automatically generated a downloadable PDF certificate, which was made available in their account dashboard. All this data was then synced with Salesforce, allowing the Companion sales and support teams to have up-to-date information about the progress of each user.

Empowering the Team with Website Control

Training was another crucial part of the implementation process. SaaS Solutions provided extensive training sessions to ensure that Companion’s internal team was comfortable managing all aspects of the new website, from content updates to the creation of new courses in the LMS. This training empowered the team to make quick updates and manage the site independently, without relying on external support.

Fast forward to today, and the transformation is undeniable. “Now we’re only limited by our own imagination,” Kyle shared, clearly energized by the change. The new website, with its sleek design and robust functionality, delivers a more professional, modern experience that not only reflects Companion’s innovation but also attracts the right audience. “The people coming here are much more qualified,” he said, pointing to the dramatic improvements in bounce rate and time spent on the page—proof that the site is engaging users in ways the old one never could.

Beyond the look and feel of the site, the overhaul has revolutionized how Companion handles leads. “Before, we were dealing with a lot of noise, trying to sift through it all. Now, we have better tools and strategies to qualify leads,” Kyle said. The revamped website, integrated with new technology, has become a key part of their lead generation and reporting processes. Additionally, by streamlining their tech stack, Companion is now able to accomplish more with fewer tools, making their operations more efficient and effective. “The whole process has allowed us to refine our tech stack—use less, but do more,” Kyle noted. This transformation has positioned Companion for continued success and growth in the digital space.

 

Old Website Home Page:

Redesigned New Homepage:

Key Features and Benefits:

The transformation of Companion Animal Health’s website provided several key features and benefits:

  1. User-Friendly CMS: HubSpot CMS gave the internal team complete control over content management. This meant that they could easily make updates to the website, add new pages, or modify existing ones without waiting on external developers.

  2. Mobile Optimization: The new site was designed to be fully mobile-responsive, providing an improved experience for veterinarians accessing the site on their phones or tablets.

  3. SEO Improvements: SaaS Solutions restructured the site to ensure that all pages were properly indexed by search engines. The team also implemented SEO best practices, resulting in a 40% increase in organic traffic within the first three months of launch.

  4. Custom LMS: The new custom-built LMS allowed veterinarians to enroll in courses, complete quizzes, and receive Continuing Education certificates seamlessly. Integration with Salesforce ensured that all user progress was tracked and recorded efficiently.

  5. Automated Certificate Generation: Veterinarians who completed courses were automatically issued CE certificates, which were downloadable from their personal account on the website.

  6. Salesforce Integration: The integration between HubSpot and Salesforce allowed Companion Animal Health’s team to easily track veterinarians’ engagement with the training programs, ensuring that the sales and support teams had the information they needed to follow up effectively.

  7. Enhanced User Experience: The redesigned website offered a cleaner, more modern interface that improved usability for external users. This resulted in longer session times and a decrease in bounce rates.

Results and Impact

The collaboration between SaaS Solutions and Companion Animal Health resulted in measurable improvements across multiple areas of the business:

  • 136.3% Increase in Organic Impressions: The SEO improvements made to the website led to a significant boost in organic search traffic, helping more veterinarians discover Companion’s products and services.

  • Improved Continuing Education Process: The custom LMS and automated certification system saved Companion’s team hours of manual work each week, allowing them to focus on delivering high-quality educational content rather than managing administrative tasks.

  • Streamlined Content Management: By switching to HubSpot CMS, Companion’s team gained full control over their website, reducing their reliance on external agencies and cutting down the time required to make website updates from weeks to minutes.

  • Increased User Engagement: The mobile-responsive design and intuitive navigation led to a 25% increase in mobile user session duration and a 15% reduction in bounce rate.

A Complete Digital Transformation

SaaS Solutions’ comprehensive website overhaul for Companion Animal Health transformed not only the company’s digital presence but also its internal processes. By migrating to HubSpot CMS and integrating a custom Learning Management System with Salesforce, SaaS Solutions provided Companion with the tools needed to streamline content management, improve user experience, and enhance their continuing education offerings. These improvements have positioned Companion Animal Health for continued growth and success in the veterinary technology space.

A Look Inside Companion's Product Page:

screencapture-companionanimalhealth-laser-therapy-ctx-iq-2024-10-24-14_46_37

 

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