Unite 360 Digital Strategy
Custom solutions-focused telecommunications and business phone system service provider based in Toronto, Ontario.
What we executed:
The Challenge.
Unite Communications, a custom solutions-focused telecom and business phone system provider based in Toronto, wanted to increase both the quantity and quality of inbound leads across Canada. With 20+ years of experience and a strong reputation for personalized support and flexible plans, Unite is a cost-effective solution for businesses looking for a flexible alternative to large corporate providers.
Elite Digital identified that Unite’s website needed a refresh to address high bounce rates and low lead generation through the existing contact form. With an updated website in place, the next challenge was ensuring the ad campaign evolved along with it. We introduced new static and animated creative that matched the refreshed look and feel, improved engagement, and drove more qualified demo bookings, contact form submissions, and phone calls.
Our Approach
To build a digital strategy that improved both lead quality and volume, the work was grounded in research. Competitor and SWOT analysis clarified how Unite could stand out from large corporate providers and identified the proof points that mattered most to prospective customers.
User personas were developed based on Unite’s ideal customer profile, and the existing website experience was audited through that lens. This work pinpointed where visitors were dropping off, why key service information was not being absorbed, and how the conversion path and contact form could be simplified. These insights informed the website updates and the creative direction for refreshed static and animated digital ads.
Our Strategy
The strategy was three-fold: a brand refresh to modernize and unify Unite’s visual identity, a website update to reduce bounce rates and improve conversions, and an ad creative revamp. This revamp utilized high-impact video ad content, including dynamic sizzle reels, supported by campaign messaging centred on “The Unite Difference.” Messaging highlighted flexibility, scalability, reliability, cost-efficiency, and personalized support. It also reinforced key customer benefits like no locked-in contracts, no hefty infrastructure investments, and access to a real representative without being put on hold.
DELIVERABLES
Visual Identity
Unite’s visual identity was refreshed by retaining the primary brand colours and core typeface, while introducing a secondary colour palette to create better balance across layouts. Graphic background treatments were added to give pages and ad creative more structure, and clearer image selection criteria were established to keep photography consistent and professional. The icon set was also updated to create a more modern, cohesive look across touchpoints.
Use of the primary brand colour red was toned down to reduce visual fatigue and improve readability. The result feels modernized and cohesive, with a calmer, more confident tone that supports Unite’s messaging and creates a more accessible experience across devices and placements.
DELIVERABLES
Website Design & Development
The website was updated to make Unite’s services easier to understand at a glance. Reliance on long-form copy was reduced through additional visual media and sizzle reels, educational content was expanded with a glossary and knowledge base to support user understanding and on-site SEO, and contact forms were improved to capture the right lead details while keeping the experience short and low-friction.
Design and development focused on improving performance and conversions while preserving Unite’s existing SEO value. Key service pages were restructured to make information easier to scan, with clearer content hierarchy and stronger CTAs that guided users toward booking a demo, submitting a form, or calling. Updates also included improving form functionality to keep submissions short and high-intent, and ensuring the refreshed design system was applied consistently across templates for a faster, more intuitive experience on desktop and mobile.
DELIVERABLES
Digital Marketing Campaign
Campaign creative was refreshed to match the updated website and lean more heavily into visual media, including video, to improve engagement and drive action across a full-funnel campaign on Google Search, Google Display, Youtube, and Meta (Facebook + Instagram).
Deliverables included new static and animated ads in multiple aspect ratios for Meta and Display placements, along with video ads cut from Unite’s “sizzle reel” and produced in 6-second and 15-second versions for YouTube and Meta in square, portrait, and landscape formats. Creative variations were developed by audience and industry to increase relevance and boost engagement among the target segments we identified with the greatest potential to convert.
The digital campaign structure was also updated to align with the new segmentation strategy. We developed audience segments for key industry verticals, each serving the new industry-specific creative. We also developed industry landing pages, delivering a cohesive end-to-end user journey that spoke to the pain points and needs of each key segment.
The Campaign Results
The results were clear:
- Website users grew 50% (+33% in the first 6 months after launch, then +50% a year later, a testament to the ongoing optimization efforts our team is committed to)
- Bounce rate dropped -48%
- Organic search impressions grew +1,478%
- Google Ads clicks grew +39%, while cost per click (CPC) dropped -22%
- Meta clicks grew Clicks +276%, while CPC dropped -72%
- Unqualified leads shifted to quality Calendly appointment bookings, with a +100% increase in booked consults
Success Soundbites
The team at Elite Digital did an incredible job elevating our brand and digital presence. Our new website is modern, sleek, fully optimized for search, and is already driving more qualified leads. The entire process was smooth and collaborative, and the Elite Digital team felt like true partners who genuinely care about our business.
Brian L. Presement | President/CEO, Unite Communications
50%
Growth In Website Users. (+33% In The First 6 Months After Launch)
+1,478%
Growth In Organic Search Impressions
+39%
Increase In Google Ad Clicks
100%
Increase In Booked Consults
