2025 Content Marketing Awards Finalist: XPEL Website Relaunch
Overview
In 2024, WB Creative partnered with XPEL, a global leader in protective films and coatings, to launch their completely redesigned website, XPEL.com. This project involved a full rewrite of all website copy, tight coordination with the XPEL team, and a seamless, collaborative process spanning nearly a year.
Goals
Reinvent web copy to reflect XPEL's premium brand.
Increase user engagement and conversions.
Enhance organic visibility through SEO-driven content.
Collaborate closely with stakeholders to hit launch milestones.
Our Role
Full-Site Copywriting: Every page, reimagined.
Tone & Voice Development: Premium, confident, approachable.
Conversion Optimization: Clear CTAs and streamlined user flows.
Weekly Syncs: Regular alignment ensured a smooth build and review cycle.
Results at a Glance (Jan → Mar)
User Growth & Engagement
Total Users: 151K → 230K (+39%)
New Users in March: 229K (nearly all traffic = first-timers)
Returning Users: 32K → 38K (better retention)
Avg. Engagement Time: 2m 49s → 1m 16s (faster journeys)
Conversion Uplift
Form Submissions: 3,755 → 7,680 (+104%)
High conversions despite lower engagement time
Signals strong CTAs and an effective user journey
Traffic Growth by Source (Jan → Mar)
Paid Social traffic grew by 2,007% due to a major ad investment and the use of highly optimized landing pages.
Organic Social traffic increased by 94%, driven by high engagement with fresh, timely social content.
Paid Search traffic rose by 65%, thanks to improved targeting and more compelling ad copy.
Organic Search traffic saw a 28% lift as SEO-focused content significantly boosted visibility.
Referral traffic jumped by 43%, supported by stronger partnerships and an increase in high-quality backlinks.
Direct Traffic grew by 8%, reflecting improved brand recall and more frequent return visits.
What’s Next
WB Creative continues to support XPEL in 2025 with:
Blog content & thought leadership
Product messaging & landing pages
Sales and marketing collateral
SEO-driven content for ongoing visibility
This project proves that when strategic copywriting meets clear UX, digital performance thrives. What’s more, our work with XPEL secured WB Creative a spot as a Finalist for Best Content-Driven Website in the 2025 Content Marketing Awards.