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Blacksmith is a full service digital marketing agency, acting as a single, strategic partner for your brand's entire digital presence. Our integrated approach ensures your web design, SEO, content, and advertising all work in perfect harmony, driven by a single, powerful strategy.

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Voss Water Web Design Case Study

Explore this Web design case study. Discover how Blacksmith transformed VOSS Water’s digital presence, boosting total users by 60%

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Case Studies

July 28, 2025

+125% Increase in Enterprise Leads Following a Vertical-Focused Web Redesign

Web Design, SaaS

Leading HCM software company SilkRoad Technology faced a critical challenge: their own website failed to explain what they did, especially to a growing enterprise audience. A strategic web redesign focused on vertical-specific user journeys and a new educational resource library resulted in a 125% surge in enterprise leads and a 260% increase in user session duration.

About SilkRoad

With web design, BSA improved the reliability, performance, and uptime of SilkRoad

SilkRoad Technologies is a leading human capital management (HCM) software company, providing innovative solutions that empower organizations to manage the entire employee lifecycle from recruitment to retention. To ensure users could easily recognize their offers and use them, they needed a complete digital transformation. They partnered with Blacksmith Agency for a comprehensive web design initiative, centered on a strategic UI/UX overhaul to better engage their corporate audience and clearly communicate the value of their sophisticated platform.

Services Rendered

UI/UX Design

This is the heart of our design process. We obsess over your users to make their journey on your site smooth and logical (UX), while forging a beautiful interface that they’ll love to interact with (UI).

Custom Design

Your business is unique, and your website should be too. We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Content Strategy

A beautiful design needs a clear message. We help you structure your information and refine your writing to ensure your story is told effectively, your value is clear, and your customers find the answers they need.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

Unclear Value Proposition

The website was so confusing that the company itself acknowledged the primary feedback was, “no one knows what we do.” This fundamental communication failure was a massive barrier to engaging potential clients.

Failure to Serve a Diverse Enterprise Audience

As the company moved upstream into the enterprise space, its one-size-fits-all website could not effectively segment and convey value to different end-user roles and industry verticals, confusing high-value prospects.

Lack of Strategic Content and User Guidance

The site was not structured to properly educate visitors or guide them through a logical journey. This resulted in low engagement and a failure to showcase their comprehensive solution suite to the right people.

The Solution

A Vertical-Focused Site Architecture

We reshaped the user experience around industry-specific content and verticals. A new navigation mega menu and a user-centric journey now guide visitors based on who they are, allowing them to quickly find content and solutions relevant to their specific goals.

Scalable and Value-Driven Resource Library

Taking cues from best-practice SaaS websites, we designed and implemented a scalable resource library. This new section was architected to drive users to the highest-converting, value-building content, with a flexible backend for the marketing team to easily add new materials

Secure and Compliant Design Framework

The website was designed from the ground up to be audit-proof and build trust with enterprise clients. The design framework ensures AA ADA Compliance for accessibility and secure data handling as per GDPR and California Privacy Act guidelines.