Skip to content
Back to work

Websites · Professional Services

Corporate Website Redesign

For an established professional services firm, a rebuilt corporate website organized around the questions clients arrive with, and editable by the firm without a developer.

Role
Product Owner, UX Lead & Frontend Architect
Built on
React, Next.js, headless CMS
Industry
Professional Services
Project type
Websites
Scope
Discovery, information architecture, UX/UI design, frontend engineering, launch.

Repository not shown as per company policy

  • 0

    design system replacing per-page bespoke layouts

  • 0%

    of pages editable by the marketing team without a release

  • 0

    known broken inbound links at launch, via a full redirect map

  • AA

    WCAG 2.1 conformance target, verified before launch

01Challenge

Long-established firms accumulate a website rather than design one.

Years of additions had produced a site where services were described in internal language, similar pages had drifted into different layouts, and the inquiry route was buried several clicks deep.

  • Structure mirrored the org chart

    Navigation reflected how the firm was organized internally, which is rarely how a prospective client thinks about their problem.

  • Every change needed a developer

    Copy lived in markup. A wording change meant a ticket, a release and a wait, so the site aged between redesigns instead of improving continuously.

  • Layouts had drifted apart

    Pages built at different times by different people looked and behaved differently, which undermined exactly the impression of rigor the firm sells.

  • No measurement to argue from

    Without defined events there was no evidence for which pages mattered, so redesign decisions were a matter of opinion.

02Approach

Rebuild the architecture, then let design carry the seniority.

  • Start from the visitor question

    Content was inventoried and mapped against search and analytics data, then restructured around intent rather than internal reporting lines.

  • Design a system, not screens

    Typography, spacing, color and a component library were defined first, so every page is assembled from parts that have already been reviewed.

  • No stock photography

    Seniority is carried by typography, restraint and real material. Generic imagery says the opposite of what a professional services firm needs to say.

  • Instrument before launch

    Analytics events and the inquiry funnel were defined during the build, so the first month produced evidence rather than opinions.

03Outcome

A website the firm can run, not one they have to commission.

The brief was a redesign. The actual problem was that every change needed a developer, the structure mirrored the org chart rather than the visitor, and nobody could say which pages were earning their place.

  • Structure before surface

    The information architecture was rebuilt around the questions a prospective client arrives with, before a single visual decision was made.

  • A system, not a set of pages

    A componentized design system means new pages are assembled from reviewed parts rather than designed from scratch and drifting apart.

  • Editable by the people who own the content

    Every block on every page is CMS-driven, so the marketing team ships copy changes without a deployment.

What changed

  • Navigation and service pages are organized around visitor intent rather than the firm’s internal structure.
  • Every page carries a consistent route into an inquiry, handled by a validated server endpoint.
  • The marketing team edits content through a structured CMS, so copy changes no longer need a release.

How it works

Content, composition and delivery, kept separate.

A headless content model feeds a componentized frontend, which is statically rendered where possible and revalidated on publish. Inquiries go to a validated server endpoint, never to a mail client.

inquiries, never mailtoeventspublishing revalidates the static pagesHeadless CMSStructured content types,not free-form pagesDesign tokensTypography, spacing, colordefined onceMedia pipelineResponsive derivativesgenerated on uploadStatic renderingRevalidated on publishEdge cachingFast first paint worldwideRedirect mapEvery legacy URL resolvedInquiry endpointServer-side validation,spam protection, rate limitsAnalytics eventsCTA, funnel and abandonment,defined before launchCompositionEditors assemble pages from reviewed blocksComponent libraryReviewed, reusable blocksPage compositionBlocks, not bespoke layoutsAccessibility baked inSemantics and focus states at component level

One run, step by step.

01 / 05

Inside the system

What it is made of, and what keeps it safe.

The parts that make it maintainable.

  • IA

    Information architecture

    A content inventory, a rationalized sitemap and a navigation model built around visitor intent, agreed before design started.

    GuardrailSigned off as a document, so later disagreements were about the map rather than about a page.

  • DS

    Design system

    Tokens, type scale, spacing rhythm and a component library covering every block the site needs.

    GuardrailNew pages must be composed from existing components, which is what stops layouts drifting apart again.

  • CMS

    Content model

    Structured content types with defined fields, so an editor cannot accidentally produce an invalid or unstyled page.

    GuardrailConstrained fields rather than a rich-text blob, which is what keeps a CMS-driven site coherent over years.

  • SEO

    Migration and SEO

    A full redirect map from the legacy URL structure, metadata, canonical URLs and structured data.

    GuardrailCrawled before and after launch, so no inbound link silently broke.

Built with

What it runs on.

Frontend
ReactNext.jsTypeScriptTailwind CSS
Content
Headless CMSStructured content typesMedia pipeline
Delivery
Static renderingEdge cachingCI/CDPreview deployments
Measurement
Analytics eventsFunnel trackingSearch Console
Services appliedWebsites & Web ExperiencesDigital Marketing & SEO

Roadmap

What the platform is built to take on next.

Content operations

  • Editorial workflow with review and scheduled publishing
  • Reusable content blocks shared across campaign pages
  • Content performance reporting back to the editors

Reach

  • Additional language variants using the same content model
  • Campaign landing pages composed from the existing system

Conversion

  • Progressive inquiry forms that adapt to the service selected
  • Experimentation framework for headline and CTA variants

A structure the firm can extend, without commissioning a redesign each time.

More work

Related projects.

View all work
WebsitesOther / Custom

Creative Portfolio Website

For a creative studio, an image-led portfolio website where the work is the interface, with the complete experience preserved for visitors who prefer reduced motion.

Data & AnalyticsProfessional Services

Recruitment Analytics & Decision Support

A decision-support layer over a staffing platform, turning candidate, requirement and recruiter activity into KPIs that mean the same thing whoever is looking at them.

AI & AutomationHealthcare

Autonomous AI Log Monitoring & Observability Platform

For a healthcare media and clinician engagement platform, a five-agent system that reads a production error, writes the fix and opens a reviewed pull request, with an engineer still deciding what ships.

Discuss a similar project.

If something here is close to what you need, tell us about your situation and we will walk you through how we would approach it.

Discuss a Similar Projectcontact@genclover.com

Intelligence → Innovation → Automation → Growth