MODintelechy began by pinpointing SailPoint's key areas for web optimization. The team conducted a comprehensive assessment of their paid and organic search efforts, including an in-depth keyword and competitive analysis, to formulate a strategy aimed at boosting their organic search rankings.

Using Google Analytics, MODintelechy analyzed the performance of both high and low-performing web pages. This data-driven approach allowed them to conduct iterative testing, focusing on increasing the site's conversion rate. MODintelechy’s findings shaped a robust SEO and paid search content strategy, targeting improved search engine rankings, higher CTRs from search engines, and enhanced conversions upon site arrival.

To improve user experience, MODintelechy restructured SailPoint's online resource library, organizing content by topic for easier access. They also introduced a sticky pop-up element using dynamic JavaScript and CSS, which significantly reduced site abandonment and increased demo requests across all web pages.

Strategic content adjustments were made to boost AdWords performance, including the use of dedicated PPC landing pages to elevate relevancy scores. MODintelechy’s creative team also optimized copy—integrating relevant keywords, clarifying calls-to-action, and updating the information architecture—while enhancing UX/UI design on their blog and landing pages to create a more streamlined path to content.

MODintelechy refreshed SailPoint's homepage to better align with the brand’s innovative and customer-focused identity. This redesign featured a suite of new elements—radial bursts, bright gradients, and refined patterns—designed to convey a positive, forward-thinking brand image. These elements were further integrated into personalized homepage testing, targeting healthcare professionals with dynamic web headers tailored to the user's buying stage. Each header showcased the refreshed branding alongside strategic messaging to boost engagement across the awareness, consideration, decision, and purchase stages.