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Making Equity a Priority with the WELL Equity Rating

The International WELL Building Institute launched a rating system to promote equity and inclusivity and turned to the team at Certainly for copy, design, web strategy, and development support.
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the request
By 2022, the International WELL Building Institute (IWBI) had established itself as a global leader in evaluating places through the lens of their effect on human health and well-being.
IWBI’s evidence-backed strategies had never been limited to “just” the physical features of a building, including provisions around community, mental health, and other priorities.

With many organizations taking a stronger look at not just the effort of their DEI practice but the effect of it, IWBI’s experience in gathering information, collating expert analysis, and creating actionable guidelines for tangible improvement left the organization well-positioned to apply its industry-leading building science to improve DEI efforts for businesses of all sizes.

After months of expert analysis, discussion, and refinement, IWBI was prepared to unveil its WELL Equity Rating. It’s a set of strategies, grounded in research findings, that organizations can use to create environments where everyone can thrive, helping to bolster talent acquisition and retention while improving their approach to inclusivity, diversity, accessibility, and equity.
the strategy
The team set out to collect leads via gated landing pages in the WELL Equity Rating’s key markets: the U.S., Canada, EU and U.K. After working closely with IWBI for years now, we knew the primary drivers for quality leads in this campaign would be traffic from Instagram, Facebook, and Google.
Paid search and social media worked in tandem with the landing pages to emphasize core tenets, such as “the most valuable resource is human.” Content pointed to investing in equity as an investment in understanding employee experiences and needs, improving company culture, enabling better collaboration, and even driving increased productivity. The landing pages invited audiences to learn more about both the connection between equity and these results, and how they could foster equity in their spaces.

The two-month campaign, which launched in December 2022, started with higher spending to cut through the noise and business slowdowns associated with the end of the year.
the results
3.95m
impressions
400
leads
25%
click-to-new-lead rate
Over the course of two months, the WELL Equity Rating campaign served 3.95 million impressions, yielding more than 400 leads. Once clear of the end-of-year doldrums, the campaign’s click-to-new-lead rate more than tripled in January, up to 25%, with cost-per-lead falling 63%.
One landing page, in particular, outshone the others, driving clicks three times more effectively as the others, identifying it as a potential mainstay for future WELL Equity Rating campaigns.
Top performing creative