At Williams and Crosby, we understand that branding and web design are more than just aesthetics…
…they are essential tools for communicating a business’s values, expertise, and personality. When HR Made Easy approached us for a complete rebrand and website overhaul, we saw an exciting opportunity to craft an online presence that truly reflected their innovative and people-first approach to HR consultancy.
HR Made Easy’s Challenge
Claire, the founder of HR Made Easy, is an experienced HR professional with a stellar career spanning major brands such as Starbucks, B&Q, and ASDA. She built her consultancy to offer a refreshing alternative to the conventional, often rigid perception of HR services. However, she felt her existing website didn’t reflect her experience, capabilities or vision. During our extensive discovery phase, we were able to challenge why a customer should consider engaging HR Made Easy over their competitors and what core services they wished to promote.
Template-based design:
The existing site was a generic template that lacked personality and failed to communicate Claire’s unique approach. Its structure was restricting and did not enable visitors to move logically and easily along their journey.
Content organisation:
Important information was difficult to find, making it hard for potential clients to understand her services.
Lack of innovation showcasing:
HR Made Easy has developed an exciting HR app, Emotie, a dynamic tool that provides users with a simple yet powerful way to communicate how they feel at work, inspired by the marginal gains strategy used in elite sports. The app is a unique solution that provides an invaluable way for employers to manage the wellbeing of their staff, but the site did not effectively highlight this.
Unclear Targeting:
The branding did not adequately speak to Claire’s target audience – Growing SMEs seeking a hands-on, flexible HR partner.
Our task:
To create a website that not only demonstrated Claire’s expertise and forward-thinking, hands-on, business focussed approach, but reinforced her professionalism and desire to build a brand that was strong, concise and clear in its messaging.
1. Branding: A Modern, Approachable Identity
A key priority was refining the HR Made Easy identity to align with Claire’s vision. We focused on:
Visual Refresh – we developed a new colour palette and typography that balanced professionalism with approachability, avoiding the cold, corporate feel of traditional HR firms.
Logo Refinement – the previous branding had issues with clarity and hierarchy. We redesigned the logo so that it worked on two levels: It clearly states what they provide ‘HR’ service, and the benefits of using them, ‘Made Easy’.
Tone of Voice: – we crafted messaging that was confident, knowledgeable, and conversational – mirroring Claire’s team’s hands-on and personable approach to HR.
2. Website Design: Clear, Engaging, and User-Friendly
The new website had to be easy to navigate, engaging, and optimised for Claire’s target audience. Our design principles included:
Bespoke, Purpose-Driven Design – we created a custom build on top of Word Press that provided the flexibility to effectively communicate Claire’s team’s expertise, using clearly defined sections and well-structured content.
Showcasing Emotie – given the importance of Claire’s digital HR tool, we created a dedicated section on the site to highlight Emotie as a forward-thinking solution, reinforcing HR Made Easy’s position as an innovator in the industry.
Service Clarity – clearly present services required intuitive navigation and the use of simple, concise language so visitors could quickly find and digest the information they needed, whilst seeing the depth of service capabilities.
SEO and Engagement – we wrote the website copy with SEO in mind, and optimised the website for search engines, ensuring it would reach the right audience. We also integrated engaging content such as video and client testimonials to build trust and credibility.
3. Strategic Content and Messaging
HR is a personal and sometimes sensitive subject for businesses. We ensured that the website’s content was aligned with Claire’s approachable and engaging style while maintaining professionalism. Key elements included:
The HR Made Easy Approach – we emphasised how Claire’s team integrates seamlessly with her clients’ teams, bringing a practical and positive approach to HR challenges.
Engaging Call to Actions (CTAs) – instead of overwhelming users with complex forms, we provided clear CTAs that encouraged them to get in touch, book a consultation, or learn more about Emotie.
Service Packages Without Price Listings – rather than displaying package pricing, which could attract budget-focused clients rather than the quality-driven businesses they were targeting, we structured service descriptions to demonstrate value and flexibility.
4. Responsive and Future-Proofed Development
We built the website with a focus on:
Mobile Optimisation – ensuring seamless user experience across all devices.
Scalability – the site was designed to evolve as HR Made Easy grows, accommodating new services and content easily.
Interactive Features: – we incorporated engaging elements such as dynamic testimonials, interactive service breakdowns, and a smooth navigation experience.
