Health & Wellbeing

The people-first website rebuild.

The challenge

A website that got in the way of the people it was meant to help.

The organisation had a website built by a previous provider, and it had never really fitted. The design felt dated and corporate, the brand message was unclear, and content was hard to find. Visitors had to click too many times to reach what they needed. For a service whose whole point is to feel human and easy to reach, the site sent the wrong signal.
The site also tried to serve three very different audiences at once, and did none of them well. People looking for confidential support and quick access to help. Corporate buyers looking into the consultancy and social responsibility work. And existing members who paid for access to content. On top of that, the team ran a separate survey tool that cost around £400 a year, and other tasks were scattered across different systems.

The context

A brand growing up, and a site that had not kept pace.

The organisation was moving to a calmer, minimalist look built around a blue palette, away from the brighter colours and motifs it had outgrown. It had close to fifty staff and a clear sense of who it served, but the website did not show any of that. The team wanted a site that felt personable, told its story, and made the next step obvious for each type of visitor. Accessibility mattered a lot. Their existing materials met WCAG AAA, the highest standard, in line with NHS guidance, and the new site had to hold that bar.

“

The red buttons felt like an emergency. That is not the feeling we want people to have when they land on us.

Marketing Lead
Health and wellbeing services organisation
What we did

We rebuilt the site on HubSpot Content Hub. We started with the brand and the people who use the site, moved the whole thing onto a small set of reusable templates, then added the paid parts once the core was solid. We worked in short cycles with regular catch-ups and a shared tracking sheet, so the team could review progress and give feedback as we went.

01
Redesigned around real people, not the old brand
We replaced the dated look with a clean, minimalist design in the new blue palette, and removed the motifs the team had outgrown. Calls to action were softened from an alarming red to a warmer orange, with a clear path for each audience. We added a founder story and a scrolling introduction to the team to give the site personality, and built everything to WCAG AAA so it works for everyone, including people using assistive technology or reading in a second language.
02
Built 20+ pages on a small, reusable template set
Rather than one-off pages, we mapped the whole site onto a handful of modular templates. That kept the design consistent, made the site easier to maintain, and gave every page a clean, search-friendly structure. We migrated the existing content into the new templates so the client received a full, ready site, and moved the separate survey tool into HubSpot to remove a yearly cost.
03
Added a membership paywall for gated content
We built a preview-then-paywall model, so anyone can read the opening of an article and members can read the rest. Access is controlled by simple rules in HubSpot, and we migrated 815 existing members in so they kept their access from day one. Alongside it we tidied the blog and resource pages and showed the team how to gate content themselves.
04
Built paid subscriptions with payments and automation
For a new paid service, we added online subscriptions using HubSpot Payments. We chose that over a quick Stripe embed on purpose, because starting on a separate tool would have meant a painful data migration later. We set up a three-month free trial on a twelve-month term, confirmation emails, and renewal reminders sent three months and fourteen days before a charge, then trained the team so they could run it without us.
The outcomes

A site that is clearer, accessible, and owned by the team.

20+ pages
One modular build

A dated site replaced with a clear HubSpot build the team can edit and grow themselves.

815 members
Migrated at launch

Existing members moved straight into gated membership, with a preview-then-paywall model.

WCAG AAA
Accessible to all

Built to the highest accessibility standard, in line with NHS guidance.

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