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Tailoring the Digital
Experience of Customers


The Heaton Group

Tailoring the Digital Experience of Customers

The Heaton Group are experts in property development in the North West and needed a website that catered for different types of visitors - investors, owner-occupiers and tenants. Digital Media Stream was brought in to identify their customer requirements and transform their online experience.

Web Design, Digital, Property

The Heaton Group original website was geared towards content for investors, so other types of users struggled to navigate and find relevant content. Visitor numbers were static and the management team wanted to increase website visitors, improve user engagement and increase lead generation.


Digital Media Stream began by conducting an in-depth buyer persona study by interviewing real customers to identify their challenges, pain points and customer service expectations. From there, we analysed the feedback and overhauled the website and the content to match their customer profiles.

The new conversion paths developed on the website saw leads generated by this type of marketing reaching an all-time high of 78%. This resulted in the number of new contacts generated organically over a 6 month period increase by over 250%. Meanwhile, the content marketing strategy increased our client’s blog views by a over 230% whilst at the same time, increasing website engagement levels.


Sector: Property

Brand: The Heaton Group

Project Time Frame: 3 Months

Services: Buyer Persona, Strategy, Design, Development, Content

Platform: HubSpot Professional


Let's Talk Results


of leads generated by marketing


increase in blog views


increase in social media interactions


increase in organic new contacts


increase in visit to lead conversion rate


increase in the value of organic traffic


“We've been working with Digital Media Stream for a number of months now and have seen a steady increase in activity and customer enquiries through the excellent work they have done for us. They have been great at understanding our business, our aspirations and turning them into a coherent, ongoing and acted on plan. Digital Media Stream has built our new website within Hubspot, developed many effective landing pages, sorted our CRM and designed powerful LinkedIn campaigns. They have helped us get so much more out of the Hubspot platform and take our business to the next level. I love the way they transfer knowledge to our team so we can become self-sufficient and carry on using Hubspot in the most effective way by ourselves.”



Project conclusion

How We Helped
Digital Media Stream helped The Heaton Group to better understand who their ideal customer is and how they could effectively market their products and services towards an appropriate audience with efficient results. Coupled with a new website design, we helped our client attract and generate new leads through a targeted content marketing strategy.

Next Steps
Continuing to work closely with The Heaton Group, Digital Media Stream is optimising their client's website through growth-driven design.