Less Waste and More Leads WITH Drupal 8
Clean Earth is a specialty waste company in the United States operating the largest network of Treatment Storage and Disposal Facilities (TSDFs) in the country. It prioritizes environmental sustainability while providing disposal, recycling, and reuse services to provide customers with a one-source solution for their waste needs.
Since 1990, Clean Earth has grown by acquiring new brands, most recently adding Stericycle’s Environmental Solutions. After undergoing a significant rebrand, Clean Earth needed much more than a website—it needed a B2B marketing engine that would produce leads and help the business continue to grow. We knew that replatforming on Drupal and a redesign based on B2B UX best practices would drive leads.
VALUE PROP CLEAN UP
Clean Earth operates in a challenging industry. Most customers are required to use Clean Earth’s services, but choosing the right solution and navigating the cost can be barriers to conversion.
Our goal was to change this perspective with a clear value proposition that emphasized how Clean Earth’s holistic approach to handling waste streams could minimize paperwork and increase transparency for customers’ sustainability efforts.
PUTTING AN END TO WASTED TIME
Digging into the core service offerings we found that users navigated a range of information silos, requiring visits to multiple pages to get a complete picture.
Some users started their search by industry, others searched the type of material they needed to be removed, and a final group of users oriented themselves around a specific service. By applying a many-to-many approach to the information architecture, we used Drupal’s taxonomy system to tie content together, giving the user a clear path to information and ultimately, conversion.
ZEROING IN ON WASTE SOLUTIONS
Using Google Maps API and taxonomy to power filterable results, we established a system so Clean Earth content administrators could manage this content. Locations were also a priority for customers, so we leveraged schema-enhanced location pages to ensure any customer using Google Maps in their local searches would find Clean Earth, and from there, learn about the waste disposal services available in their area.
LESS FRICTION, LESS WASTE
We worked with the Clean Earth team to integrate their Hubspot account to track basic customer behaviors and customize submission data. This gives Clean Earth the flexibility to extend their marketing efforts as future needs arise, setting them up for continued growth.
Working with the Clean Earth team, we embraced a growth mindset and leveraged a simplified navigation structure to align their brand refresh with conversion goals. Adding Acquia Cloud and Hubspot integrations provided relevant data to help future proof the site, giving Clean Earth the right insights to balance user and business goals. It was this work that lead us to win the 2021 Acquia Engage Award in the "Best ROI" category.
This Acquia Engage Award recognizes high-impact digital experiences that organizations around the world are building with the Acquia Open Digital Experience Platform (DXP), including Drupal Cloud and Marketing Cloud. Winners demonstrate an advanced level of functionality, integration, performance and user experience.
decrease in page load times
increase in pageviews
increase in requests for pricing quotes