LACE Partners has recently launched their new site following an extensive restructure.

There were several goals the new site needed to achieve: improve the user journeys throughout, interact with key applications, generate leads, raise awareness and bring the new site into line with existing collateral from a look and feel perspective.

Armed with the website personas – a solid starting point for any website – we started by wire-framing the specific user journeys throughout, creating a clear narrative for each, always ensuring the ability to gather information to generate those leads was available. This information was integrated with Hubspot, a platform the client were already using and were familiar with.

LACE Partners are thought-leaders in their industry and were keen to promote this aspect to their audience, so the site is rich in content. This is broken down into chunks, helping with ‘scan-ability’, which in turn helps to increase session times. The content is also dynamic in key areas and can be quickly filtered, allowing users to easily navigate to the information they need.

Romy Hobson, Marketing Manager said of the project:

We recently had the pleasure of designing and building our new website using JG Creative and Rare Earth Digital. We were able to move from a hard-coded clunky website to something much slicker and easy to use within months. The team are lovely to work with and creative in their solutions.

The overall look and feel is inspired by nature – using imagery to communicate topics and services in an abstract and thought-provoking way. The gives the site and instantly different look from their counterparts and immediately communicates that they are a fundamentally different HR consultancy – take a look here.