Hypha partnered with a leader in Sales Performance Management to transform a confusing, jargon-heavy website into a clear, client-focused digital presence they deserved.

Through messaging workshops, a full HubSpot CMS redesign, accessibility upgrades, and a complete content overhaul across 25+ pages, we delivered a site that simplifies complex services, improves user pathways, and empowers the client’s team to manage content with ease.

The result: a modern, conversion-ready website that finally communicates their expertise with clarity.

“As a technical services company with a complicated network of partners and industry dynamics, we were looking for an agency that could make sense of our largely broken and illogical website, redesign it, and create intuitive user pathways. Hypha knocked it out of the park.”

That candid insight from L. Wolff, the Content Manager of the client, reveals a challenge many B2B firms face: their services are complex, but their website shouldn’t be.

They are a leader in Sales Performance Management (SPM), Pricing, and CPQ implementation—yet their website failed to communicate that expertise clearly. It confused prospects, diluted their value proposition, and made it difficult for potential clients to understand how they could help.

This case study shows how a full HubSpot website redesign turned that around. From strategic messaging workshops to technical implementation, Hypha helped build a site that now guides prospects through a clear, compelling customer journey—and positions them as the experts they are.

The Challenge

The client faced a common challenge for technical service companies: their website didn’t effectively communicate their expertise or help visitors find their core services.

Design and Organization Issues:

• Extensive white space with copy that lacked clear organization
• Inconsistent visual elements and sizing throughout the site
• Color choices that didn’t provide sufficient contrast
• Overall presentation that didn’t align with their professional capabilities

Navigation Challenges: Despite their primary focus on Sales Performance Management, this core service wasn’t prominently featured in the site navigation. Other key offerings like strategic services, technical services, and managed services were difficult for visitors to locate within the existing menu structure.

User Experience Gaps: The site structure made it challenging for prospects to quickly understand their value proposition or find relevant services. For a company that specializes in streamlining sales processes for other businesses, their own digital experience needed clearer pathways and messaging.

The Solution

Strategic Design + Clear Messaging = A Scalable HubSpot Website

Hypha approached the transformation with three strategic goals:

Clear Communication of Identity: Redesign the website to more clearly articulate their services and value proposition, with an emphasis on modern UX optimizations to enhance user understanding and engagement.

Position as Industry Leader: Assert their authority in the fields of SPM, pricing, and CPQ, highlighting its extensive expertise across sales systems and software.

Modernization of Branding: Refresh their branding to bring its digital presence into the 2020s, incorporating modern design elements while retaining key aspects of the existing brand identity due to its prevalence in printed materials.

The comprehensive approach included:

• Logo Design/Branding
• Website Redesign
• Blog Migration
• Core Site Content
• Collateral & Graphic Design

Tech Stack: Built on HubSpot CMS Hub and Marketing Hub to provide integrated content management and marketing capabilities.

The Transformation

From Jargon-Filled to Client-Focused: A New Digital Presence

Hypha’s redesign delivered measurable improvements across the client’s digital presence:

• Modern HubSpot CMS Website: A complete overhaul introduced an accessible, mobile-friendly design with mega menus, sticky navigation, and dark-themed modules aligned to brand colors.
• Clearer, Customer-First Messaging: Over 25 pages of new copy shifted from jargon-heavy text to client-focused narratives shaped by messaging workshops.
• Better UX & Accessibility: Enhanced readability, streamlined content management, robust security, and full ADA compliance made the site more intuitive and inclusive.
• Operational Flexibility: HubSpot’s CMS now empowers their team to update content and evolve the site without developer bottlenecks.

Before: The client ranked for 348 keywords and 9 in the top 10 at the time of launch.

After: As of August 2025, the site ranked for 1,215 keywords and 121 in the top 10.

Beyond the Website

Operational Confidence & Stronger Client Engagement

The website transformation created impacts beyond just improved digital presence. As L. Wolff noted, working with Hypha brought operational benefits: “Their project management is impeccable. Their communication is consistent, simple, and effective. Design always exceeded expectations. They acted as the owners of the project rather than relying heavily on our team to keep it organized.”

This collaborative approach meant the client’s internal team could focus on their core expertise while building confidence in their digital communication capabilities.

The B2B Lesson

Clarity Is as Critical as Capability

Technical expertise and communication clarity are two different competencies—and most B2B service companies excel at one while struggling with the other.

The client’s transformation demonstrates that bridging this gap requires more than just “better messaging.” It demands a systematic approach to translating complex capabilities into clear client value, supported by user experience design that guides prospects through logical decision pathways.

The most sophisticated technical solutions remain invisible to potential clients if they can’t understand what you do or why it matters to them.

Does Your Website Communicate What You Actually Do?

Your website is often the first—and sometimes only—place prospects experience your business. If it leaves them confused, you’re losing opportunities before a conversation even starts.

Ask yourself:

• Can a first-time visitor understand what we do in under 30 seconds?
• Are our services buried in jargon, or do they speak directly to client needs?
• Does our site guide prospects through a clear, logical journey—or leave them guessing where to click next?
• Can our team easily update and evolve the site, or are we stuck waiting on developers?
• Does our digital presence reflect the same level of expertise we deliver to clients?
  

At Hypha, we help B2B organizations answer “yes” to every one of those questions. Our approach combines messaging clarity, HubSpot CMS development, integrations, and accessibility best practices to build websites that don’t just look sharp—they function as powerful revenue engines. Talk to Hypha about transforming your website today.