Client & Context

PowerChord (B2B SaaS) has approximately 50–70 employees and generates about $6–14M in annual revenue. Based in St. Petersburg, FL, the company was expanding its product offering but faced limitations from an outdated HubSpot site, confusing nav, and weak conversion paths. Their homepage attempted to serve too many purposes while internal pages lacked sufficient content and direction.

Challenge & Goals

Challenges

• Scattered content & unclear hierarchy; ambiguous labels; orphan links without context
• Legacy UI with low legibility; mobile nav friction
• Homepage bloat → diluted primary actions

Goals

• Clear value prop and intent-driven routing into Solutions/Industries/Contact
• Scalable IA + navigation to reflect product expansion
• Modern, legible visual language + proof above the fold
• Reusable HubSpot templates for faster content ops
• Protect performance & accessibility

Discovery

• Visual/heuristic audit of key templates (home, solutions, industries, blog)
• Analytics review to spot drop-off pages; competitor scan for IA/messaging patterns
• Messaging issues: long copy, unclear labels, missing context in menus

Solution Overview

Information architecture & navigation

• Re-organized top-level: Solutions, Industries, Resources, Pricing (if applicable), Company
• Grouped links, added context lines, action-oriented labels, persistent CTA
• Mobile-first menu: clear grouping, section headers, search, and primary action exposed
• Result: easier wayfinding, better scent from home → high-intent pages

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Wireframes for all key templates

• Built wireframes for Homepage, Solutions template, Industries template, Case Study, Blog, Careers, About, Contact
• Included visual references to align stakeholders on intent

High-converting design

• Modernized look for clarity & trust: stronger type scale, contrast, white space
• Homepage: focused hero with social proof above the fold, tighter copy, simplified sections

Templates emphasize: Hero → Problem → Solution → Features → Proof → CTA

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Asset system

• Built a small asset library (icons, device mockups, charts) and sourced stock where needed

Build (HubSpot CMS)

• Developed in sandbox then launched to production
• Reusable modules/partials for governance and speed
• GA4/HubSpot events for nav clicks, hero CTA, use-case tiles, form start/submit
• Accessibility & performance pass (headings, focus, image sizes)