Umbraco Case Study: Ziegler | Marcel Digital


Ziegler needed a new website to refresh their online image, provide more information and education to prospective investors,  and to utilize an easy-to-use CMS in which they could quickly and efficiently make changes to the website to keep the content fresh.


  • Implement an easy to use content management system
  • Restructure website architecture for easier navigation
  • Leverage user testing and heatmapping for optimal design


  • Utilized user testing to guide our design and development process
  • Utilized Conversion Rate Optimization to test hypothesis and design
  • Redesigned front-end layout with the user in mind
  • Redesigned back-end functionality with distributors in mind
  • Redeveloped and repurposed content with user and search engines in mind


  • 462% in Overall Conversions
  • 513% in Overall Conversion Rate
Ziegler Umbraco Case Study


Increase in Overall Conversions


Increase in Overall Conversion Rate

Name: Ziegler
Headquarters: Chicago, IL
Founded: 1902
Services Leveraged: Umbraco Web Development, Umbraco CMS Hosting, Umbraco Support & Maintenance


Ziegler is a privately held investment bank, capital markets, wealth management and alternative investments firm. The company needed a new website to refresh their online image, provide more information and education to prospective investors, and to utilize an easy-to-use CMS in which they could quickly and efficiently make changes to the website to keep the content fresh.


Marcel Digital was tasked to implement a platform for Ziegler that would not only be simple to use, but also powerful enough to scale should enhancements be required in the future. Marcel recommended utilizing the Umbraco CMS as this solution, due to it’s highly customizable grid editor. This feature would allow the team to customize page layouts based on specific content needs on an on-going basis.


Marcel Digital’s in-depth analysis began with the data. As a Google Certified Partner in both Google Analytics and Google Tag Manager, we focused on where the website was seeing the biggest issues and prioritized our efforts to enhance the overall usability and structuring of the website’s content. From there, we then leveraged user testing to help shape and influence our designs and development, soliciting user feedback to create a website experience that would engage the end user more effectively.

Armed with the Google Analytics data and user feedback we needed, Marcel Digital got to work on creating various designs that would better align Ziegler’s business goals with their customer’s goals.

When it came to content and site structure, we focused on:

  • Updating
  • Condensing
  • Removing

…content and web pages to help increase overall organic search performance and engagement. We then collaborated with Ziegler’s content team to create a prioritized list of content needs and created an editorial calendar with deadlines that would coincide with the development and launch of the new website.


The new website provides users with information on all of Ziegler’s services in a clear and simple experience. The design follows users throughout the entire website, keeping branding consistent and look and feel uniform. The Ziegler team is now able to use their CMS to create customized landing pages and content pieces and implements most website changes in-house.

Because of this new user intuitive and navigation-friendly design by Marcel Digital, Ziegler saw an overall increase of 462% in conversions and a 513% increase in conversion rates.

Take a look at the before and after screenshots below to see our work!


Old Ziegler Homepage

Original Homepage

New Ziegler Homepage

New Homepage

Old Ziegler Industry Page

Original Industry Page

New Ziegler Industry Page

New Industry Page


We are Certified Umbraco Gold Partners developing award winning, world class Umbraco websites that engage and inspire our client’s visitors to take action. Our team of Umbraco Masters, user experience experts, and SEO professionals collaborate to create a website experience that continually draws more traffic and converts at a higher level.

We host Umbraco websites on Microsoft Azure and maintain an uptime of 99.9%. This means that your site will have an optimal uptime and your marketing team will be able to deliver content, landing pages, and other fast-turn projects as quickly as you need them.

We are the leading provider of Umbraco CMS support and maintenance solutions for small, medium, and enterprise sized Umbraco websites in the United States. This includes maintenance support, updates, backups, and security by our team of inhouse Umbraco experts.

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