Paula Inc.

The problem

Stamped, Repeat and KnoCommerce make apps that Shopify merchants use for reviews, loyalty and customer surveys. The three brands share an owner, but their tracking had grown apart. There were several Google Analytics accounts, many old properties, and the same actions had different names on each site. Some key actions, such as demo requests and app installs, were not tracked at all. So the team could not see which visits led to demos and installs, or compare the brands.

The solution

We audited every Google Analytics property and tag across three websites and three Shopify App Store listings. We then moved all tracking into one Google Tag Manager account, with a container for each brand. The same actions now have the same names on every site.

We added tracking for menu, demo and sign-up clicks, demo bookings, HubSpot form submissions, and installs from the app listings. Forms record that they were sent, never what was typed in them. We archived the old properties, so the team only sees the ones that matter. Each brand got its own Looker Studio dashboard, sent to the team on a regular schedule.

The result

For the first time, each brand can see in the same way which visits turn into demo requests and app installs.

The problem

Westcourt Solutions helps financial advisors give their clients access to alternative investment strategies. It is owned by Westcourt Capital and had always used its parent company’s brand. It needed an identity of its own, built for advisors, that still felt premium.

The solution

Westcourt wanted a gear at the centre of the brand. A gear on its own is common in many industries, so we refined it into a distinctive emblem. We paired it with a serif for titles, a modern sans-serif for body text, and deep tones with copper accents.

We then designed and built the website on WordPress. It includes a performance portfolio page with clear charts, a Media & Insights hub for articles, podcasts and videos, and pages that work on any screen.

We also set the site up to be found. That meant keyword research, page optimization, schema markup and Yoast configuration, so search engines and AI assistants can read each page clearly. Finally, we connected the site to HubSpot for tracking and forms, and added a cookie consent banner.

The result

Westcourt Solutions now has its own brand, and a website that advisors can find and use on any device.

“You [Paula] were able to bring our vision to life and we are thrilled with the end product. Looking forward to working together on future projects!”

Janice Dubiansky, President, Westcourt Capital

The problem

Currency Exchange International (CXI) provides foreign exchange services, risk management and international payments technology across North America. Its online currency business was growing, but marketing and reporting were almost entirely manual. Customer data sat in several systems that did not talk to each other. Apart from one welcome email, there was no automation. Attribution reports were built by hand in Excel from Google Analytics, Meta and Yelp exports, so they were slow and not fully accurate. CXI also asked every customer for a public review after each transaction, including customers who had a bad experience.

The solution

We implemented HubSpot Marketing Hub Enterprise and connected CXI’s paid and organic channels and its purchase data to it. We worked with CXI’s internal systems engineer to connect website data from Google Analytics and HubSpot to transaction data from CXI’s core platform. Orders, contacts and branches were mapped to HubSpot deals, contacts and custom objects, so pre-sale and post-sale data live in one place. We then built more than 25 workflows for follow-ups, data management, pipeline updates and segmentation by lifecycle stage and purchase history. Deal pipelines show where each customer is in the sales cycle. With every lead source feeding HubSpot, attribution reports now come straight from the CRM.

We also built a review management system inside HubSpot, with no third-party tools. After a purchase, the customer rates the experience from one to five stars. Four or five stars leads to a follow-up with a link to that branch’s review page. One to three stars sends an immediate internal alert, so the team can fix the issue before it goes public. Every rating is saved to the deal, the contact and the branch. The system uses three HubSpot objects, five workflows and 29 custom properties.

The result

CXI now has one view of its customers, automated marketing, and attribution reporting it can trust, without the manual Excel work. Unhappy customers reach the team before they reach a review site, and each branch’s reviews are tracked separately. The work continues today, with cart abandonment emails and referral program flows.

“We know more than ever about our clients and can provide enhanced experiences for them.” Ryan Graham, Currency Exchange International

The problem

Exchange Bank of Canada offered foreign exchange and international payment services to businesses and financial institutions. Each line of business was managed separately, and the website did not explain clearly what the bank did or why to choose it.

The solution

After several strategy sessions, we agreed the site had to say three things: what EBC does, how it does it, and why it is the best choice. We reviewed and curated the content, then designed and built the site on WordPress, in English and French. It introduces the team, shows the numbers behind the bank’s credibility, explains its processes with simple visuals, and puts calls to action where they help. It works as well on a phone as on a desktop, animations included.

Because this was a bank, the site ran on infrastructure built for control. The code lived in GitLab, and every change moved from a development branch to a staging branch for EBC’s review before EBC published it. The site was hosted on Platform.sh behind Cloudflare, and connected to Salesforce. We also set up cookie consent with OneTrust and accessibility with accessiBe.

After launch, we maintained the site under a support agreement: WordPress updates within 14 days of each release, monthly plugin updates, and a one-hour response time for urgent issues.

The result

EBC reported strong internal feedback and a 1,100% increase in site traffic within six months.

“Paula helped us simplify our message, getting to the core of what we do and what differentiates EBC.”

Vlad Berbece, Director of Product Management, Exchange Bank of Canada