Growthack has won two major B2B SEO awards for our work with elementsuite, an enterprise HR software provider.
- Stand Out B2B SEO Campaign of the Year: UK Digital Excellence Awards 2025
- Best Use of Search – B2B SEO: European Search Awards 2025
These back-to-back wins recognise the measurable commercial impact of our SEO-led repositioning strategy, designed for scale, buyer intent, and long-term growth.
A perfect example of SEO done at a strategic business level, from repositioning and messaging to lead quality and company acquisition.
European Search Awards
Kevin Kapezi collecting the European Search Award in Kraków, Poland on 8th May 2025
Our work together has now claimed two back to back B2B SEO awards this year which is a huge credit to both the teams and efforts put in. I’ve also been banging on about B2B SEO on here for a while so I’m glad this can back it up.
Kevin Kapezi, Director of Growthack via LinkedIn
Positioning for growth, not just traffic
When we began our partnership in May 2023, elementsuite’s website wasn’t generating any meaningful pipeline. Despite having global brands like McDonald’s and Travelodge on their client roster, they lacked visibility for the commercial terms their target audience was searching for.
Their brief was clear: reposition the company as a leader in the enterprise HR software space and generate marketing-qualified leads, primarily from organic search.
What our client says
Our work with Growthack was about much more than just SEO – it was about truly understanding our buyers and bringing our brand to life in a way that resonated with them. By mapping out key personas and creating a content strategy that spoke directly to our audience’s needs, we transformed our website into a vehicle for growth.
Victoria Beaven, Head of Marketing, elementsuite
Targeting the right buyers
elementsuite serves large, complex businesses with distributed workforces — hospitality chains, manufacturers, and retailers with thousands of hourly-paid staff.
We began with a two-day, on-site stakeholder workshop involving Sales, Marketing, Customer Success, and the C-Suite. From this, we built a strategic foundation for a full website rebuild and a search-led growth strategy.
We segmented their audiences into two key buying groups:
- Renewal buyers (switching from legacy HR systems)
- First-time buyers (digitising for the first time)
Each group had specific information needs and commercial concerns. Our strategy was to match content structure and messaging to their decision-making journeys, turning the site into a qualification, differentiation and conversion tool.
We also identified that most competitors weren’t UK-based, giving us a strategic edge around localisation, compliance, and accessibility in enterprise buying cycles.
Aligning SEO with messaging, UX and sales
We overhauled the entire online experience through a phased, buyer-led process:
1. Foundation strategy
- Mapped out detailed buyer personas
- Defined messaging architecture for each product and persona
- Prioritised commercial terms like “enterprise HR software” and “enterprise WFM”
- Developed 100+ content briefs tied to ICP needs and sales enablement goals
2. Website restructure
- Developed sitemap and UX flow based on research
- Reorganised site architecture around pain points and capabilities
- Created new pages focused on solution fit, AI innovation, and industry needs
3. Creative execution
- Built interactive Figma prototypes with the web agency
- Integrated SEO copy, brand voice and conversion best practices
- Launched a fully redesigned site in November 2023
We continued to scale content based on performance data, integrating it with PR, paid media and email nurture workflows.
Growthack played a crucial role in this journey, helping us improve our organic visibility, refine our messaging, and drive real business impact. The results speak for themselves: a significant increase in qualified leads, stronger brand authority in the enterprise HR space, and a website that actively supports our growth ambitions.
Challenges
Before the website rebuild, we had to demonstrate impact using a disjointed platform with off-site landing pages and keyword cannibalisation issues. We resolved this with technical fixes and messaging clarity.
Trust was another hurdle. Previous website investment had failed to deliver, and a new marketing lead had recently joined. By working on-site and closely with internal teams, we established credibility early and aligned marketing with commercial goals.
Finally, lead quality was a known issue. The brand had a history of attracting smaller, unfit organisations. Our new positioning helped self-qualify enterprise buyers and reduce unqualified form fills.
This project was a testament to the power of aligning SEO with creative brand strategy, and I’m incredibly proud of what we achieved together.
Results
It’s hard to find the words to describe all the effort that has gone into working with elementsuite. We went far and beyond the usual SEO tactics and went all in on brand, positioning, product, etc. while fully immersing ourselves in the process.
The campaign demonstrates a strong strategic approach, clearly aligning SEO with business growth beyond standard keyword rankings. The positioning and audience segmentation are well thought out, and the results achieved within 18 months are outstanding, including a direct impact on lead generation and revenue.
UK Digital Excellence Awards
- 84 MQLs directly from SEO: Tracked via dedicated organic landing pages and confirmed weekly in CRM and sales alignment calls.
- +123% organic sessions in 12 months: 100+ content briefs tied to ICP needs and sales enablement goals
- Conversion rate increased from 0.59% to 1.35%: Website strategy overhauled, brand realigned, and UX improved
- Zero to 48 commercial keywords now ranking on page 1: Frequently appearing for relevant “enterprise” terms
- 4x enterprise deals closed from SEO, each worth 6-figure sums: Acquisition in January 2025 with SEO, content and brand cited as key drivers
Impressive results, especially considering you’re such a small company. A smart, focused campaign with outstanding outcomes.
UK Digital Excellence Awards
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