From Fragmented to Fluid:

How a unified UX strategy transformed three disjointed sites into a scalable digital ecosystem—boosting search visibility, lead conversion, and operational efficiency.

information Architecture

Wireframing

Content Management

Client Management

Eliassen Group, a national leader in professional services and talent solutions, operated three separate websites that created friction for users and internal teams alike. The goal: unify these properties under one strategic UX framework using HubSpot CMS to better reflect their three service pillars and unlock growth potential.

Project Intro

  1. Increased Lead Conversions

    Improved user flows and mega menu led to higher engagement and contact form submissions across services.

  2. Stronger Organic Search Performance

    Consolidated domain and SEO strategy enhanced search authority and discoverability across all service lines.

  3. Improved Time-to-Publish

    Streamlined CMS architecture and content tagging reduced publishing friction for internal teams.

  4. Enhanced User Engagement

    Site-wide search and content consolidation improved time on site and content interaction.

Growth Results

  • Eliassen’s web presence was disjointed. Three distinct platforms with inconsistent tagging, content silos, and broken navigation hindered discoverability, diluted brand authority, and made content updates burdensome for internal teams. Visitors struggled to find the information they needed—and Eliassen struggled to scale.

  • By migrating all properties into one cohesive HubSpot CMS experience, we:

    • Implemented a “branded house” structure.

    • Built a mega menu UX modelled after top-tier consultancies like Accenture and Deloitte.

    • Unified all blogs and resource libraries under a common tagging and search system.

    • Integrated HubSpot’s marketing automation and analytics for real-time insight.

  • This redesign wasn’t just about aesthetics—it delivered business results. The streamlined user experience and integrated infrastructure enhanced Eliassen’s SEO authority, increased lead conversions, and empowered teams to iterate faster. The site became a growth engine rather than a content bottleneck.

  • Personalization by Audience Type: Enable dynamic content based on visitor behavior or industry.

    Advanced Analytics Dashboards: Build out content performance dashboards for different internal stakeholders.

    Microsite Expansion: Create campaign-specific landing environments leveraging the new component system.

    Accessibility Enhancements: Move from WCAG 2.1 AA minimum to AAA benchmarks for inclusivity.