RSM Stone Forest Website Revamp

The Challenge

Faced with the need for a branding overhaul, RSM SF sought to consolidate their microsites into a single, cohesive platform that would embody their new branding guide, streamline content, and improve user experience. Our team stepped in to help RSM SF harness the power of HubSpot to achieve these goals.

RSM SF's decentralized digital presence posed several challenges:

• Inconsistent Branding: Each microsite had its own design and layout, which did not align with RSM SF’s updated branding guidelines.
  
• Content Silos: The scattered microsites hindered the ability to present RSM SF’s services as a cohesive offering.
  
• Limited SEO Performance: The lack of a unified content strategy and interlinking limited visibility in search engine rankings.
  
• Operational Inefficiencies: Updating and managing multiple sites was time-consuming, and job postings were handled inconsistently across business units.
  

To address these challenges, RSM SF needed a single, well-structured platform that not only unified their branding but also streamlined content management and operational workflows.

Our Approach

1. Content Strategy Workshop

   We began with a Content Strategy Workshop to guide RSM SF in planning and creating content that resonated with their audience and aligned with SEO best practices. The workshop included:

   • SEO Content Pillars and Topic Clusters: Establishing a framework to enhance visibility and drive organic traffic.
     
   • Training on HubSpot’s SEO Tools: Demonstrating how to use the platform to optimize and monitor content performance.
     
   This ensured RSM SF could create high-quality, SEO-friendly articles to showcase their expertise effectively.

2. Information Architecture Development

   We collaborated closely with RSM SF to analyze the content from all seven business units, define a unified structure, and develop a comprehensive sitemap. This ensured:

   • A clear content hierarchy that showcased their full range of services.
   • A strategy to present their offerings as a cohesive, user-friendly experience.

   

3. Wireframing and UI/UX Design

   Starting with wireframes, we focused on creating a design that balanced aesthetics, functionality, and content strategy. Key considerations included:

   • Frictionless Communication: Ensuring content was easy to digest and logically structured.
     
   • Brand Consistency: Aligning design elements with RSM SF’s updated branding guide.
     
   • SEO Best Practices: Incorporating interlinked pages and strategically placed calls-to-action to enhance user engagement and boost SEO performance.
     

   

4. Custom HubSpot Templates and Modules

   Leveraging HubSpot’s Content Hub, we developed:

   • Custom Templates and Modules: Ensuring that content population remained consistent across pages.
     
   • Drag-and-Drop Functionality: Simplifying the creation of new pages and customization for RSM SF’s internal team.
     
   This modular approach empowered their team to maintain the site with ease while preserving visual and functional consistency.
   
   

   

5. Recruitment Management with HubDB

   Given RSM SF’s active recruitment efforts, we implemented using HubDB as a job posting system that allowed:

   • Easy Updates: Departments could update job listings effortlessly.
     
   • Mass Imports: Bulk imports streamlined the process during high-volume recruitment periods.
     
   This eliminated inefficiencies and ensured that job postings were consistent and always up to date.