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Less waste and more leads for Clean Earth with Drupal

Clean Earth, a leading specialty waste company in the United States, sought to enhance its digital presence following a significant rebranding and the acquisition of Stericycle’s Environmental Solutions. The primary objective was to transform their website into a robust B2B marketing engine capable of generating leads and supporting business growth. To achieve this, Clean Earth collaborated with Elevated Third to replatform their website on Drupal and implement a redesign grounded in B2B UX best practices.

Describe the project (goals, requirements and outcome)
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Goals

  • Clarify Clean Earth's value proposition to emphasize a holistic approach to waste management, reducing administrative burdens and enhancing transparency in sustainability efforts.

  • Simplify website navigation to allow users to access comprehensive information efficiently, thereby facilitating conversions.​

  • Implement localized discovery features to connect customers with relevant services in their area.​

  • Integrate marketing tools to track customer behavior and customize data collection, supporting ongoing growth.​

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Requirements

  • Develop a clear and compelling value proposition that communicates Clean Earth's comprehensive waste management solutions.​

  • Design an intuitive navigation system using Drupal's taxonomy capabilities to interlink content based on user needs, whether by industry, material type, or specific service.​

  • Utilize the Google Maps API and enhanced location pages to facilitate localized service discovery.​

  • Integrate HubSpot to monitor customer interactions and tailor data submission processes.​

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 and 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.

Sustainable Results

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.

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Outcome

The project yielded significant improvements:​

  • A 35% decrease in page load times, enhancing user experience.​

  • A 24% increase in pageviews, indicating higher user engagement.​

  • A 70% increase in requests for pricing quotes, reflecting enhanced lead generation.​

These results underscore the effectiveness of leveraging Drupal's capabilities and strategic design to transform Clean Earth's digital presence into a powerful B2B marketing engine.

+35% decrease in page load times

+24% increase in pageviews

+70% increase in requests for pricing quotes

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Why Drupal was chosen

Drupal was selected for its powerful taxonomy system, which facilitated the integration of complex content relationships, enabling users to navigate seamlessly through various service offerings. Additionally, Drupal's flexibility allowed for the incorporation of schema-enhanced location pages and integration with third-party services like Google Maps API and HubSpot, providing Clean Earth with a scalable and future-proof solution.

Technical Specifications

Drupal version: