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Creating an international website and ramping up lead generation for PCI Pal


PCI Pal provides organisations with secure cloud payment and data protection solutions that suit any business communications environment, including voice, chat, social and contact centre. Their solutions are used by major businesses, including IKEA, Virgin, British Heart Foundation, Clarks and more.

With an expanding global customer base, it was important that PCI Pal’s website handled internationalisation seamlessly. As such, they were looking for a partner that could help them tailor their website and its content for their global audience. Enter AB.


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Understanding the brief

After a series of meetings with the PCI Pal team, our web strategists knew that, as well as creating a site that could house global content, it also needed to:

  • Improve the user journey and conversion rate
  • Be powered by a simple CMS, allowing updates to be made easily and efficiently
  • Refresh the brand’s aesthetic for a more modern look and feel
  • Improve site speed to positively impact user experience and organic visibility
  • Support and showcase a wide range of media, including videos, webinars and written content
  • Integrate with PCI Pal’s CRM and marketing automation software, Salesforce’s Pardot

Creating a global content experience

Using language tags, we developed the new website to direct users to the most geographically appropriate version of the site, meaning that they’d be served up location-specific content that’s more relevant to them, providing a better, more engaging experience.

PCI Pal already had some excellent content on their website so we also developed a large, advanced knowledge centre to house their huge selection of blogs, podcasts, news, events, infographics, whitepapers and webinars. Visibility of this content was key, so we built this area of the website in a way that posts could easily be promoted to increase traffic and could also be set as related content within the main site structure.

Integrating with their tech stack

It was essential that the new website integrated with Pardot marketing automation software. Our Web team achieved this through the use of API and form handlers for contact forms, gated content and knowledge centre notifications, including subscriber preference management.

We also integrated the site with Zendesk for a live chat support option, again, creating a slicker user experience by adding more ways to contact PCI Pal’s support team.

What happened next?

While the website was being redesigned, AB’s Digital Marketing team worked hard in the background to assess PCI Pal’s existing paid advertising campaigns to make sure that their target audience would be able to find the site easily.

After performing an in-depth review of PCI Pal’s paid advertising strategy and a competitor analysis, we highlighted the strengths and weaknesses of all existing campaigns. Using this information, we made adjustments to LinkedIn and Google adverts to make sure they were performing at optimum levels.

Taking a Learn > Optimise > Maximise approach, we were able to understand what was working (and what wasn’t) for the PCI Pal audience, which allowed us to make adjustments to the campaigns on an ongoing basis to maximise clickthroughs and conversions.

 The campaigns targeted key personas within targeted companies, both in the UK and the US. These campaigns are still ongoing for PCI Pal and continue to go from strength-to-strength.

See how our website development team can help you

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