Published by Sue Johns-Chapman
Published Date 21.05.2025 
In May 2023, Growthack partnered with elementsuite, an AI-enabled HR and workforce management software provider for enterprise businesses, to transform a stagnant website into a powerful lead-generation engine. Despite working with household names like McDonald’s, Travelodge and Roadchef, the business wasn’t attracting the right level of inbound demand or ranking for key commercial terms.
Positioning for growth, not just traffic
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.
What the client says
“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. 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.”
Victoria Beaven, Head of Marketing, elementsuite
Targeting the right buyers
elementsuite serves large, complex businesses with distributed workforces — hospitality chains, manufacturers, and retailers with thousands of hourly-paid staff.
“We began with a two-day, on-site stakeholder workshop involving Sales, Marketing, Customer Success, and the C-Suite. We built a strategic foundation for a full website rebuild and a search-led growth strategy from this.”
Kevin Kapezi, Director of Growthack
Aligning SEO with messaging, UX and sales
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”
2. Website restructure
- Developed sitemap and UX flow based on research
- Reorganised site architecture around pain points and capabilities
- Created new pages focused on solution fit, AI innovation, and industry needs
3. Creative execution
- Built interactive Figma prototypes with the web agency
- Integrated SEO copy, brand voice and conversion best practices
- Launched a fully redesigned site in November 2023 with our web development partners
Results
“It’s hard to find the words to describe all the effort that has gone into working with elementsuite. We went far beyond the usual SEO tactics and went all in on brand, positioning, product, etc., while fully immersing ourselves in the process.”
- 84 MQLs directly from SEO: Tracked via dedicated organic landing pages and confirmed weekly in CRM and sales alignment calls.
- +123% organic sessions in 12 months: 100+ content briefs tied to ICP needs and sales enablement goals
- Conversion rate increased from 0.59% to 1.35%: Website strategy overhauled, brand realigned, and UX improved
- Zero to 48 commercial keywords now ranking on page 1: Frequently appearing for relevant “enterprise” terms
- 4x enterprise deals closed from SEO, each worth 6-figure sums: Acquisition in January 2025 with SEO, content and brand cited as key drivers
What the judges said
“This campaign is a perfect example of SEO done at a strategic business level — from repositioning and messaging to lead quality and company acquisition. The execution was thoughtful and high-impact. It aligned positioning, messaging, content, and design to drive business growth. Real results with direct SEO-attributed revenue and acquisition”
The Growthack x elementsuite campaign proves that when SEO is built on a foundation of strategic brand positioning, the business impact speaks for itself.
Want to learn more? Read the full Growthack x elementsuite case study at: https://growthackdigital.com/case_study/elementsuite/
