Repositioning an Outsourced SDR Agency as Pipeline as a Service, With Every Enquiry Landing in HubSpot
Tridence books 3 to 5 qualified meetings a week for B2B SaaS companies in Australia and New Zealand. Their WordPress site described them as another outsourced SDR agency. We rebuilt it around what they actually sell, with a calculator that does the maths for a sales leader and a contact form that creates the deal in their own CRM.
98 / 99
PageSpeed mobile / desktop
16
Client logos, 9 verbatim testimonials
HubSpot
Every enquiry arrives as a deal
> THE PROBLEM
Tridence had real proof: 16 B2B SaaS clients, written testimonials from founders and sales leaders, and a track record of booked meetings. The WordPress site put almost none of it to work. It read like every other outsourced SDR agency, and a visitor could not tell what was different or what it would be worth to them.
The buyer is a founder or VP Sales who thinks in pipeline, show-up rates and cost per demo. Nothing on the old site spoke that language or gave them a number to react to. Enquiries arrived as plain emails with no record in the CRM, so the team was re-keying leads and losing where each one came from.
Three review rounds with Jack and Kelvin were recorded and worked through line by line: exact figures, no claims the clients had not written themselves, and the positioning tightened from "outsourced SDR" to "Pipeline as a Service for B2B SaaS companies building pipeline in Australia and New Zealand".
> WHAT WE BUILT
A static Next.js 15 site on Netlify, eleven pages: services (SDR as a Service, Sales Operations, Voice of Customer), industries, results, about, careers, insights and contact. The Tridence fish mark is the only decoration, and the photographs were made to their brief (an empty glass meeting room, a desk with a week of meeting blocks on screen) rather than pulled from a stock library.
The pipeline calculator is the centrepiece. A sales leader enters their ACV, sales cycle, close rate and a meetings-per-week target; it separates meetings booked from meetings held from sales-accepted leads (show-up rate and qualification rate are both inputs) and projects deals inside twelve months while respecting the cycle length. "Talk to us" carries every figure into the contact form, pre-filled.
Proof is theirs, not ours: a strip of 16 client logos redrawn as uniform ink marks, and nine testimonials shown verbatim with the client’s logo, each pull-quote an exact excerpt of the full quote. The contact form creates the contact, company, deal (in their pipeline, at the right stage) and a follow-up task in HubSpot, stamped with the page the visitor started on; email is the fallback if HubSpot is down.
Google Analytics and Microsoft Clarity load only after the cookie notice is accepted: zero analytics requests before consent, verified in a headless browser on the live site. DNS was rebuilt in a new Cloudflare zone record by record, including the Route 53 delegation for their app subdomain, so the nameserver change moved the website without touching Google Workspace mail.
TECH STACK:
> THE RESULTS
- PageSpeed mobile 98, desktop 99; Largest Contentful Paint 2.0s mobile, 0.5s desktop; Total Blocking Time 0ms
- Every enquiry arrives in HubSpot as a contact, company, deal and task with the originating page recorded
- Pipeline calculator that models booked, held and qualified meetings and hands the numbers to the contact form
- 16 client logos and nine verbatim testimonials, each tagged with a metric lifted from the client’s own words
- Analytics gated behind consent: 0 third-party requests before Accept, verified on the live site
- Nameserver cutover with email, DMARC and the app subdomain preserved; HTTPS and HSTS live the same afternoon
Say what they sell, in the buyer’s numbers. A sales leader does not buy "outsourced SDRs". They buy pipeline at a cost per held demo they can defend. The calculator puts that sum on the page and the contact form carries it into the conversation.
> QUESTIONS THIS PROJECT ANSWERS
> MORE CASE STUDIES
Sans Pareil Online
Moving a 547-Article Magazine Off a Failing WordPress Host in a Week, With Every URL Kept
READ CASE STUDY IT Support / WordPress RebuildWizard IT
The IT Company Whose Own Website Scored 53 on Mobile, Rebuilt So It Reads Like Them
READ CASE STUDY Site Care / PerformanceSite care: the speed pass
What Site Care Looks Like When It Is Measured: Ten Sites to 90+ in One Afternoon
READ CASE STUDY> GOT A SIMILAR PROBLEM?
Tell us what's broken, slow, or missing. We'll scope it and send you a fixed quote.
Websites from $5,000 NZD. Platforms priced on scope.
> INITIATE CONTACT
Ready to start your quest? Send us a message!