Website rebuild, performance optimisation and a 12-month CRO programme for an ASX-listed HR SaaS, since acquired by Humanforce.
“Excellent! Congratulations team, it looks great. Look forward to highlighting at the AGM tomorrow. Well done! And thank you Jim for the excellent partnership and web skills.
Matt Donovan Chief Growth Officer, IntelliHR
IntelliHR’s previous website was a brand and conversion bottleneck. It loaded slowly on mobile, was difficult for the marketing team to update, and the form layer was wired into Marketo in a way that was hard to extend.
With an Annual General Meeting on the calendar, the executive team needed the new site live and stable before the company’s most public moment of the year. This was a publicly listed company. SEO traffic was a board-visible asset. A botched migration would show up in the next quarter’s investor numbers.
Embedded sprints with the in-house SEO consultant, weekly sync calls with the growth lead, direct access to the executive sponsor.
Mapped every existing URL, every form, every live tag and every redirect. The deliverable was a master redirects list, the asset that protects organic traffic during a migration. Nothing went live until that list was 100% mapped and signed off.
Restructured the navigation around buyer journey rather than feature taxonomy. The new “Why IntelliHR” page became the primary conversion surface and went through structured A/B testing across four distinct value-proposition variants before settling on the live treatment.
The stack choice was deliberate. Elementor gave the in-house team self-serve editing without needing developer hands. Reusable templates for blog posts, partner pages and resource pages so the marketing team could ship new pages without us in the loop.
Every Marketo form on the old site was rebuilt as a native Elementor form wired through Marketo’s API. Same field names, same hidden fields, same routing. Lead capture continuity was non-negotiable.
Three optimisation rounds across the two weeks following launch. Cache and CDN configuration, JavaScript and CSS optimisation, image compression, server tuning, plugin audit, and database cleanup (12,000+ accumulated revisions purged). All coordinated with WP Engine’s AWS hosting team.
The handoff included documentation for every editable surface and live training for the marketing team on creating pages, blogs, partner profiles and forms without needing developer support.
Most CRO programmes do not get to talk about results. NDAs, IP, sensitivity. This is what we are allowed to share for IntelliHR.
The rebuilt site went live the day before IntelliHR’s AGM. Organic traffic held through the migration thanks to the redirects discipline. No leads were dropped at the Marketo cutover. The marketing team shipped their first independently-built campaign page within a fortnight of launch.
On the technical side, the build also delivered a meaningful performance lift (mobile PageSpeed from 31 to 50+, desktop peaking at 94, sub-3-second loads), but those were enablers for the commercial outcomes, not the headline.
From there, the engagement moved into an ongoing CRO and dev-support partnership. The work covered the surfaces that mattered to commercial growth.
Two outcomes mattered more than the launch metrics.
IntelliHR retained Align Digital on an ongoing CRO and dev-support partnership for the year following launch, with the relationship running right up to IntelliHR being acquired by Humanforce.
Lu and Ben were running the site on their own within weeks. Align stepped back to a strategic, experimentation-led role rather than a build-and-fix one. That is the test we hold ourselves to.