Doubled the SQL rate
12.5% → 30%
Increase in MQLs
+124% YoY
The Client
elementsuite is a truly agile enterprise HR platform with in-built advanced analytics at its core, serving the biggest and most complex organisations.
We were instructed to help the software company, a relative newcomer within the HR industry, and the newly appointed marketing lead achieve their overall goals. Initially, the website didn’t drive any net new pipeline, and it was our job to change its role within the business.
They had already worked with McDonald’s, TGI Fridays, and Travelodge – large, complex enterprise organisations that benefit from a more custom, client-led approach. We wanted to bring these “stories” to life on a new website.
Our work with Growthack was about much more than just SEO – it was about truly understanding our buyers and bringing our brand to life in a way that resonated with them.
– Victoria Beaven, Head of Marketing, elementsuite
The Challenges
When we began our partnership in May 2023, elementsuite’s website wasn’t generating any meaningful pipeline. Despite having global brands like McDonald’s and Travelodge on their client roster, they lacked visibility for the commercial terms their target audience was searching for.
Their brief was clear: reposition the company as a leader in the enterprise HR software space and generate marketing-qualified leads, primarily from organic search.
By mapping out key personas and creating a content strategy that spoke directly to our audience’s needs, we transformed our website into a vehicle for growth.
Before rebuilding the website, we had to demonstrate the impact using a disjointed platform with off-site landing pages and keyword cannibalisation issues. We resolved this with technical fixes and messaging clarity.
Trust was another hurdle. Previous agency partnerships had failed to deliver, and a new marketing lead had recently joined. By working on-site and closely with internal teams, we established credibility early and aligned marketing with commercial goals.
Finally, lead quality was a known issue. The brand had a history of attracting smaller, unfit organisations. Our new positioning helped self-qualify enterprise buyers and reduce unqualified form fills.
Our Approach
We began with a two-day, on-site stakeholder workshop involving Sales, Marketing, Customer Success, and the C-Suite. From this, we built a strategic foundation for a full website rebuild and a search-led growth strategy.
Growthack played a crucial role in this journey, helping us improve our organic visibility, refine our messaging, and drive real business impact.
We segmented their audiences into two key buying groups:
- Renewal buyers (switching from legacy HR systems)
- First-time buyers (digitising for the first time)
Each group had specific information needs and commercial concerns. Our strategy was to match content structure and messaging to their decision-making journeys, turning the site into a qualification, differentiation and conversion tool.
We also identified that most competitors weren’t UK-based, giving us a strategic edge around localisation, compliance, and accessibility in enterprise buying cycles.
We overhauled the entire online experience through a phased, buyer-led process:
1. Foundation strategy
- Mapped out detailed buyer personas
- Defined messaging architecture for each product and persona
- Prioritised commercial terms like “enterprise HR software” and “enterprise WFM”
- Developed 100+ content briefs tied to ICP needs and sales enablement goals
2. Website restructure
- Reorganised site architecture around pain points and capabilities
- Created new pages focused on solution fit, AI innovation, and industry needs
- Launched a fully redesigned site in November 2023
3. Creative execution
- Developed sitemap and UX flow based on research
- Built interactive Figma prototypes with the web agency
- Integrated SEO copy, brand voice and conversion best practices
We continued to scale content based on performance data, integrating it with PR, paid media, socials and email nurture workflows.
The Results
The results speak for themselves: a significant increase in qualified leads, stronger brand authority in the enterprise HR space, and a website that actively supports our growth ambitions. This project was a testament to the power of aligning SEO with creative brand strategy, and I’m incredibly proud of what we achieved together.
We’re proud to announce that we won two major B2B SEO awards for our work.
- Best Use of Search – B2B SEO: European Search Awards 2025
- Stand Out B2B SEO Campaign of the Year: UK Digital Excellence Awards 2025
A perfect example of SEO done at a strategic business level, from repositioning and messaging to lead quality and company acquisition.– European Search Awards Judge
- MQLs directly from SEO
- +123% organic sessions in 12 months
- Conversion rate increased from 0.59% to 1.35%
- Zero to 48 commercial keywords now ranking on page 1
- 4x enterprise deals closed from SEO each worth 6-figures
Grow your business with effective technical website strategies
Your results, our expertise.
We’ve received multiple awards and recognitions for our team, clients, and partners. View our awards.
“We were particularly impressed by the seamless integration of SEO and business strategy, which drove outstanding results that exceeded targets.”
Our ‘Positioning for Buyer-led Growth’ strategy has captured the judges’ attention by demonstrating exceptional business results in connecting with B2B buyers throughout their decision journey.
Our ability to optimise ad budget allocation has returned impressive outcomes with the integration of digital data in shaping product decisions.
Address: Growthack Ltd, 31 Park Row, Nottingham NG1 6FQ
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Copyright © 2020 – 2025. Registered in England and Wales No. 12868240. VAT Reg GB392684357.
Copyright © 2020 – 2025. Registered in England and Wales No. 12868240. VAT Reg GB392684357.