A Website Transformation for Aeqium

About the Client and the Challenge

Aeqium, an innovative HR software firm specializing in recruitment and compensation. Nestled in the heart of the United States and bolstered by a cool $5.8 million in funding, Aeqium caters to a niche market of HR teams, compensation managers, and executives. Their quest? A stunning new Go-To-Market website featuring upgraded UX design and compelling storytelling visuals.

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Aeqium faced significant challenges with their existing website. It was poorly constructed, limiting functionality and performance, which in turn hindered their ability to scale and adapt to evolving marketing strategies. They needed a partner who could not only enhance visual storytelling but also reconstruct the website’s foundation for future scalability.

Our Approach

We started from the ground up. Redoing the website from wireframing to design, we took a Webflow-centric approach to ensure everything was not only visually appealing but also functional and future-proof.

- Understanding Audience and their Needs: Our journey began with an extensive kick-off call with Aeqium, allowing us to fully grasp their needs and the preferences of their target audience. This set the stage for a tailored approach that would resonate well with HR professionals and executives.

- Streamlining the Customer Journey: We embarked on a mission to refine the customer journey, employing advanced wireframing and tapping into proven design patterns. Our team focused on creating a seamless navigation experience and optimizing content to improve conversion rate optimization (CRO).

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Execution

Design Principles: Our mantra was simple: clean, modern, and impactful. We created stunning visuals that highlighted the unique features of Aeqium’s products, ensuring each element of the design was crafted to captivate and engage their specific audience.

Conversion Optimization: Attention to detail was key in optimizing the website for conversions. We designed a clear, intuitive pricing page complemented by interactive elements like mouse-overs to guide visitors towards taking a product tour. This was supported by user-friendly forms and strategic placement of CTAs, ensuring that every visitor interaction had the potential to convert.

Hero Animation: We didn’t just stop at static visuals. The hero section of the homepage features a dynamic animation that succinctly explains Aeqium’s product, engaging visitors right from their first click.

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Development

CMS Setup: We constructed a user-friendly CMS that allows Aeqium’s team to effortlessly update content and manage their website. This setup ensures that the site remains fresh and relevant without the need for constant technical support.

Technical Excellence: Our development strategy was robust yet flexible. We utilized a developer-first framework complemented by client-friendly features, ensuring the site was built to perform. We optimized everything from CSS to GSAP animations, focusing on delivering a website that loads fast and performs flawlessly.

Achieving High Performance: The goal was clear: make the website as fast as possible. We achieved this by optimizing all resources, from images to fonts, and ensuring the code was clean and efficient. The end result was a website that not only looked good but also loaded quickly, providing a seamless experience for all users.

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The Result

The new site has set Aeqium up for future growth, ready to adapt and scale as their product and marketing efforts evolve. With increased engagement and improved performance metrics, Aeqium is now perfectly poised to lead the charge in HR innovation.

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