elementsuite
elementsuite is an AI-enabled, HR and workforce management software provider for enterprise businesses. 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.
Industry
SaaS
Company Size
50 to 200 Employees
Timeline
18 Months
Rebuilding Brand, Pipeline & Positioning for Award-Winning Acquisition
The challenge
elementsuite already served large, complex businesses with distributed workforces, across industries including restaurants, hotels and manufacturing, with clients such as Five Guys, Travelodge and Roadchef. We wanted to bring these “customer stories” to life on a new website.
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. 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.
The 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.
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
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 2025Stand Out B2B SEO Campaign of the Year: UK Digital Excellence Awards 2025
Acquisition: by Zellis in January 2025 with SEO cited as key driver
124% increase in MQLs: from Nov 2023 to Oct 2024
Doubled the SQL rate: from 12.5% → 30%
4x enterprise deals closed from SEO each worth 6-figures
Transitioned the legacy positioning to the new Zellis offering
"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. Growthack played a crucial role in this journey, helping us improve our organic visibility, refine our messaging, and drive real business impact. 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.
Victoria Beaven
Head of Marketing
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