ESSG

Background

Employer Solutions Staffing Group (ESSG) is a Minnesota-based provider of Employer of Record (EOR) services, specializing in back-office support for staffing agencies and small to medium sized businesses. ESSG helps clients simplify employment-related tasks such as payroll, tax filings, and workers' compensation compliance.

The Challenge

While ESSG had established itself as a trusted provider of EOR services, the website fell short of effectively communicating the company's full value and attracting the right audience. This prompted them to partner with Blue Frog for a comprehensive digital overhaul. 

Several core issues limited the site's ability to support business growth:

Fragmented Messaging

The previous website presented ESSG's services as disconnected offerings rather than a unified, end-to-end EOR solution. This lack of clarity made it difficult for potential clients to understand the full scope of ESSG's capabilities.

Undefined Audience Targeting

The site lacked focused messaging around who ESSG serves. Without clearly defined audience segments or content tailored to specific industries or business sizes, prospective clients struggled to identify whether ESSG was the right fit for their needs.

Ineffective User Navigation

The structure of the previous website was unintuitive and outdated, making it difficult for users to find relevant information. This likely led to increased frustration and reduced engagement on the site.

Tech Stack Bottleneck

ESSG's website was built on WordPress, while their resource center lived on HubSpot. This dual-platform setup created workflow inefficiencies, with content updates requiring both design and development resources. The result was slower turnaround times for basic edits, reducing the team's agility in maintaining and scaling their online presence.

These challenges combined to create a website that did not reflect the professionalism of ESSG's services, limited lead generation, and placed operational burdens on internal teams.

The Solution

To address the challenges, ESSG partnered with Blue Frog for a complete website redesign and platform migration. The goal: create a site that clearly communicates ESSG's value, improves the user experience, and streamlines internal operations.

Strategic Content Overhaul

Blue Frog reworked the website content to highlight ESSG's role as a comprehensive EOR partner. The new messaging emphasized the integration of services, shifting perception from a provider of individual solutions to a strategic, full-service partner.

User-Centric Navigation

A new mega-navigation menu was introduced to improve usability and audience segmentation. Site visitors can now self-identify based on roles like "Employer of Record Seekers", "Staffing Companies", or "Small to Medium Sized Businesses", and quickly access relevant content. This replaced the outdated menu with a structure built around audience needs and intuitive exploration.

Comprehensive FAQ Section

Leveraging insights from HubSpot form submissions and internal feedback from the ESSG team, Blue Frog created a robust FAQ section. This resource proactively addresses common questions, improves user self-service, and reduced inbound inquiries to ESSG's internal team.

Strategic Migration to HubSpot Content Hub

To eliminate inefficiencies, the website was rebuilt on HubSpot Content Hub, removing the need for WordPress entirely. This consolidated blog content, landing pages, and website pages into one platform; unlocking faster updates and simplified content management. Blue Frog also developed reusable content modules, enabling ESSG to build and update pages quickly without relying on outside developers.

Empowered User Adoption

Post-launch, Blue Frog provided customized training to ESSG's team, focusing on editing and managing the site within HubSpot. Due to the team's familiarity with HubSpot's Marketing Hub tools, they adopted the ability to manage the website interface quickly.

Together, these efforts resulted in a site that not only aligns with ESSG's brand and goals, but also empowered their internal team to manage and grow their online presence with speed and confidence.

The Results

The strategic website migration and redesign yielded significant positive results for ESSG. Within just 120 days of launching the new site on December 6, 2024, ESSG saw powerful results that validated the efforts. 

Traffic Growth

Organic website traffic increased by 32%, indicating stronger SEO performance and better alignment between content and user search intent. Total website sessions rose 27%, showing heightened overall engagement.

Improved Conversion Rate

The new site's improved user experience and clearer messaging translated directly into leads. ESSG saw a 203% increase in "Contact Us" form submissions - jumping from 102 to 309 compared to the same period the previous year.

The conversion rate on the main contact form more than doubled - from 8% to 17%. This leap highlights the effectiveness of the revamped content, design, and navigation in moving users towards action.

Operational Efficiency Gains

The transition to HubSpot's Content Hub dramatically simplified website updates. ESSG's team could now manage pages, update menus, and create new content without developer intervention. The shift to reusable content modules and templates accelerated publishing and ensured visual consistency across the site.

The Future

With a streamlined, high-performing website in place, ESSG is well-positioned to build on their initial successes and continue evolving their digital presence in alignment with business goals.

Ongoing Operational Agility

The move to HubSpot Content Hub has transformed how ESSG manages their website. With the ability to make real-time updates, creating landing pages, and adjust content without developer support, the marketing team can now respond quickly to shifting priorities and opportunities. This agility allows ESSG to execute campaigns faster, test new ideas, and stay ahead of the curve in a competitive industry.

Enhanced Team Collaboration

Centralizing all web assets within HubSpot promoted a stronger collaboration across departments, With Sales, Marketing, and Client Services teams now sharing access to a unified HubSpot platform, they can ensuring messaging is consistent, data is shared, and the customer journey remains seamless from first touchpoint to conversion.

Data-Driven Optimization

With HubSpot's built-in analytics, ESSG can closely monitor how users interact with the site, track key performance metrics, and indicate areas for refinement. These insights will inform future iterations of the site, keeping it aligned with user needs and business objectives.

Scalable Growth Platform

Perhaps most importantly, the website is now built for growth. As ESSG's service offerings expand and market demand evolves, the site is equipped to scale and adapt. The reusable content modules and simplified CMS structure give the team full control to launch new pages, highlight emerging services, and support evolving sales strategies - without sacrificing consistency and efficiency. 

ESSG's investment in a smarter, more strategic web presence has laid the foundation for long-term success. With the right tools, structure, and momentum in place, the company is poised to continue attracting the ideal clientele and converting that interest into lasting partnerships.