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To design a modern, visually striking website for Aequitas Partners, showcasing the firm’s industry leadership with clarity and impact.
Aequitas Partners (AQP Search) is a boutique executive search and human capital advisory firm for high-growth healthcare companies. Our mandate was to translate a sophisticated services mix (executive & board search, founder recruiting, RPO, and advisory) into a clear, credible, and conversion-ready website that’s simple for internal teams to run.
Project Highlights
- Webflow build: modern, secure foundation, and responsive, mobile-first execution.
- Sitemap & IA strategy: services and solutions grouped for hiring leaders (CEO and Founder, CHRO, TA), with paths for candidates and partners.
- Component library & templates: reusable layouts for Services, Industries and Functions, Case Snapshots, and Insights (Catalyst Newsletter, studies, DEI resources).
- B2B positioning & microcopy: plain-language framing of exec, board, RPO, and advisory (org design, comp benchmarking, succession, DEI).
- Conversion paths: persistent CTAs for Submit a Brief / Book a Consultation / Join the Network, with short, high-signal forms.
- On-page SEO: titles, headings, internal linking, schema, XML sitemap, with GA4 and Search Console wired.
- Accessibility & performance: WCAG-informed color and type, focus states, keyboard navigation, image optimization, and caching.
- User research & prototyping: user journeys, low to high-fidelity wireframes, and Figma prototypes for feedback.
- Training & handover: live CMS session, short training videos, and a governance checklist for ongoing publishing.
Challenges
Aequitas serves two distinct audiences clients (hiring teams) and candidates and offers both search and advisory services. Prior content mixed messages and buried proof (studies, DEI resources, thought leadership), while calls-to-action varied by page. The site needed to make choices intuitive, surface credibility, and keep compliance and brand standards intact without creating day-to-day dependence on developers.
Approach
We mapped jobs-to-be-done for key personas (Founder and CEO, CHRO and People Lead, Talent Acquisition) and rebuilt the information architecture around those tasks. A component-driven web design system and focused UI/UX patterns improved wayfinding, scannability, and trust signals. We aligned light branding elements, set a clear CTA framework, implemented pragmatic SEO, and instrumented analytics. Finally, we delivered enablement training, documentation, and governance so the AQP team can publish confidently.
Outcomes
The refreshed experience presents Aequitas as the reliable partner for healthcare leadership, with clearer services and outcomes, quicker paths to Submit a Brief or Book a Consultation, and thought leadership that’s easy to discover. It’s fast, accessible, and simple for the team to maintain. Brand Vision was the right choice because we pair enterprise-grade craft with enablement combining web design, UI/UX, light branding alignment, pragmatic SEO, and advisory-first marketing consultation to deliver a maintainable system not just a launch.
- Navigation efficiency up +42 %
- Accessibility compliance achieved WCAG AA across all pages
- Page load time reduced to 1.8 s mobile (p75 LCP)
- Average session duration up +27 %
Challenges:
Outdated Website, Brand Consistency, Content Organization, Mobile responsive.
Branding and Colour Palette:
Aequitas Partners (AQP) has embraced a distinctive color palette and theme for their website that speaks volumes about their commitment to trust, reliability, and their mission in the healthcare talent partnership industry. AQP's choice of different shades of green and imagery inspired by greenery and nature is a deliberate and thoughtful design decision aimed at creating a calming and trustworthy online environment for their clients.
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