RainCastle Communications


RainCastle helped Innosight decrease bounce rate, increase time on site, bring in 1,200 leads, and beat competitors in search rankings.

Innosight is a global innovation and strategy and consulting firm, co-founded by Clayton Christensen, that collaborates with the world's leading companies to devise growth strategies, build innovation capabilities and create products and services that improve people's lives.

Innosight needed a new website to clearly represent their position as one of the leading innovation consultancies around. Additionally, Innosight needed robust search and lead generation capabilities to promote their wealth of content, significant successes and accomplished staff.

How RainCastle Collaborated with Innosight

RainCastle worked closely with Innosight to bring their unique business and culture to life on the web. The result of our collaboration is a highly visual, content-driven user experience that employs an extensive search and linking strategy providing easy access to a vast archive of innovation and business strategy content.

While designing and developing Innosight.com, RainCastle developed a comprehensive search engine optimization (SEO) program aimed to drive qualified traffic and leads to the website and to boost Innosight's search rankings. In conjunction, we set up lead generation programs, including one for The Little Black Book of Innovation, to start tracking site visitors and conversions.

Key Features and Results

Recruiting was an important goal, so we created an engaging user experience for recruits at every level to identify their potential job path and gain a feel for the Innosight culture.

Because Innosight creates a wealth of published content and thought leadership, we designed and built a robust "Resources" section to enable visitors to easily search and find content using a variety of search criteria.

The SEO program resulted in a decreased bounce rate (from approx. 65% to 54%) and increased amount of time on site (from approx. 2:20 to 3:03) due to qualified traffic. The program also positioned Innosight as an innovation consulting leader in the search engine rankings, making them #1 for targeted keywords including "innovation consulting firm," "best innovation consulting firm," "innovation strategy consulting," and more.

The Little Black Book of Innovation lead generation program resulted in the conversion of more than 350 leads; optimizing the Innosight website to capture leads in both its contact us form and newsletter sign up allowed Innosight to track over 1,200 leads in their analytics system since January.