The Challenge
SPRCHRGR, an enterprise consultancy of accounting and finance engineers, needed to strengthen how its website and CRM supported the full marketing-to-sales journey.
While the company already had a functioning website and HubSpot portal, both systems were underutilized. Key conversion pathways on the website did not fully align with how visitors were navigating content, creating friction in the lead capture process.
At the same time, HubSpot was not configured to fully support the sales team once prospects entered the funnel. Lifecycle stages, segmentation and deal tracking did not reflect SPRCHRGR’s unique referral-driven sales process, limiting visibility and slowing deal progression.
To better compete with more established players, SPRCHRGR needed a more cohesive digital experience that improved credibility, reduced funnel friction and aligned website engagement with sales execution.
The Solution
Kiwi conducted a comprehensive analysis of SPRCHRGR’s website and HubSpot portal to identify opportunities for conversion rate optimization and operational alignment.
On the website, we restructured the primary navigation into a mega menu that improved content discovery while elevating brand authority. Key pages were rewritten and expanded to better address the needs of SPRCHRGR’s target audience and clearly communicate the value of their services.
Conversion pathways across forms, contact points and landing pages were redesigned to capture more actionable information while reducing friction for users.
Inside HubSpot, we overhauled lifecycle stages, lead statuses and segmentation logic to better reflect SPRCHRGR’s marketing and sales workflow. New automation improved the handoff from marketing to sales, ensuring prospects entered the pipeline with the right context and information.
Custom deal properties and automation were also introduced to support SPRCHRGR’s referral-driven sales model, giving the team clearer visibility into deal progression and pipeline performance.
The Outcome
The combined website and HubSpot optimizations produced measurable improvements across engagement, lead generation and sales performance.
Form submissions increased by nearly 60%, while engaged sessions grew by almost 25%, indicating stronger traffic quality and more effective conversion pathways. Average engagement time improved by roughly 23%, showing deeper interaction with the site’s updated content and navigation.
On the sales side, improved pipeline structure and automation helped accelerate deal progression, resulting in about a 40% faster deal cycle.
Together, the CRO improvements and HubSpot optimization created a more cohesive marketing-to-sales experience, giving SPRCHRGR the infrastructure needed to convert interest into revenue more efficiently.
Hear from our happy client…
We've worked with Kiwi on the full HubSpot stack: CRM implementation and ongoing hygiene, Content Hub website design and development, SEO and AEO schema, and HubSpot's newer AI agents (Company Research, Buyer Intent). What stands out is the breadth. Most agencies are good at one of these. Kiwi is good at all of them, and their team coordinates across disciplines so we're not the ones playing project manager. Hard to imagine running our HubSpot stack without them. Easy five stars.
Mark, CEO
SPRCHRGR