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Client: Sbrocco International

New Website Built on HubSpot CMS Enables B2B Sales for International Fruit Importer

MS 25 | Case Study - Sbrocco

Client

Sbrocco International, a wholesale fruit importer founded in 1992, is a veteran and woman-owned small business known in the industry for its high-quality imported fruit.

Solution

Growth-Driven Design
Website competitor analysis
Organic and technical SEO strategy + implementation
HubSpot website design + development
UX + UI strategy

Content Marketing
Educational content development
Website copywriting

Challenge

Sbrocco needed a completely new website to modernize and support its sophisticated sales process. The company’s existing website lacked the ability to help its Marketing team leverage key opportunities to educate business prospects on their product and reputation, while tracking contacts' behaviors and qualifying leads to support the outbound Sales team.

The most difficult challenge they faced was effectively communicating about their products, services, and federal food safety compliance.

Sbrocco engaged Mole Street with the following key objectives:

  • Modernize the company’s digital footprint to match its high-quality product and excellent reputation

  • Support the outbound Sales team with strategic content

  • Educate new buyers or existing buyers who recently switched categories

  • Better clarify the company’s products and services

  • Communicate federal safety compliance and national food safety certifications

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Solution

With these objectives top of mind, Mole Street planned and built foundational pieces that were critical to the project’s success. These deliverables included SEO keyword research, which included a competitor analysis, on-page website matrix, content outlines, and a sitemap strategy.

Growth-Driven Design

HubSpot Website Development

Our team approached the B2B website with the following defining strategies:

  • Develop a custom template within the HubSpot CMS to connect the website analytics with the sales CRM

  • Prioritize page structure and content to be the basis for a future SEO program

  • Organize product pages and navigational elements based on best practices for wholesale website design

  • Build a dynamic content feature on the homepage to showcase best-selling products

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HubSpot Website Design + SEO Best Practices

With nearly 40 products and 8 categories to include in the new website, we made the strategic decision to structure the site based on an eCommerce design model. This ensured products were clustered and properly grouped under a parent category.

To this end, we implemented the following solutions:

  • A 3-tier page/level system to nest products

  • Unique descriptions and information on each product permalink

  • Breadcrumbs for internal linking between products and categories

  • A pillar page for each service offering

  • Consistent URL structure

UX + UI Strategy

We successfully standardized the design language across the entirety of the website in a way that instantly communicates a system. This enables web visitors to find, discover, and interact with the desired content.

The design included features such as:

  • Mega menu for desktop navigation

  • A color system for each product category and call-to-action buttons

  • Collapsible content that works on both desktop and mobile

  • Standardized thumbnail specifications for product images

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Integration with the CRM

The HubSpot Website CMS was a natural fit for this B2B website. It was critical for the Sbrocco Sales team to be able to link user actions and behaviors to contact records to help inform their communications with prospects.

With our team's help, their website is constantly tracking back to the CRM, including button interactions, form fills, and page views, which are now logged and associated with individual contacts.

Additionally, the custom reporting feature of HubSpot makes it easy for Sbrocco leadership to review the overall performance of their site, track qualified leads, see the status of deals currently in the pipeline, and track reasons for closed and won opportunities. The out-of the-box Sales Analytics Dashboard also makes it easy to track their Sales team productivity.

Using HubDB for the Product Library

Using HubSpot’s HubDB feature, Mole Street created extensive product libraries for Sbrocco’s new website — making it simple for their team to add or hide products to different sections of the site. This was built in a database-driven way so that long-term, Sbrocco can extend into areas such as online ordering and eCommerce without the need for a brand new website. HubDB serves as their product catalog both now and as they scale in the future.

Content Marketing Program

Educational Content

Through user research, Mole Street discovered that produce procurement managers had varying degrees of inexperience and unfamiliarity with the individual products and the seasonality of theproduce buying process. Because of this, Mole Street created an interactive “When to Buy” chart to educate users when products are available and when target buyers should place an order.

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Website Copy

Leveraging the approved SEO keyword matrix, Mole Street’s Content Marketing team created outlines and wrote corresponding copy for each website page based on SEO best practices.

This work resulted in:

  • 7 keywords ranking in the top 20 positions for Google within the first month of the new URL structure being launched

  • Sales support with the development of a sitemap structure that supports easy product indexing by search engines

  • Sales support with sales enablement collateral that educates buyers and promotes on-time purchasing

Ready to realize your greatness?

Whether you're looking to design and develop a new website, establish an organic content marketing program, or activate automated email nurture sequences to support sales efforts — we're here to help.
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