The Challenge

Brightbox had outgrown their previous website. The proposition was strong, but the digital experience did not match the standard of the business, or the pace and confidence they deliver for clients. The previous site made it harder to communicate a modern offer built around on-demand tech skills, rapid deployment, and reduced delivery risk. It also did not give enough clarity on how Brightbox works, who it is for, and what makes the model different from traditional hiring, recruitment agencies, consultancies, or contractor marketplaces.

The structure created avoidable friction for buyers and stakeholders. Visitors could not quickly scan the offer and understand how solutions, capabilities, and proof fit together. The site did not consistently surface the four components that sit behind Brightbox delivery: proven people, structured services, innovative technology, and proprietary insights. That reduced trust for enterprise audiences who need governance, quality, and a clear process, as well as speed.

Brightbox also needed the website to carry a more professional, up-to-date tone of voice across every page type. That included solutions, skills, tech capabilities, delivery models, case studies, and insights. The content had to feel modern and precise, aligned to the AI era, and built to support both quick decision-making and deeper validation. The brand needed to lead with “The Liquid Workforce” as a trademarked organising principle, and the website needed to operationalise that message with a clear narrative, clear pathways, and clear actions.

Beyond positioning, the old site did not support the way Brightbox markets and sells today. It was harder to publish content that answers real buyer pain points, such as speed to deploy, quality assurance, flexibility of engagement, and how delivery risk is reduced. It was also harder to connect content to conversion, and to route enquiries into a consistent HubSpot-led follow-up process.

Our Approach

We treated this as a full repositioning across brand, content, and UX, then built a scalable Webflow platform designed to help Brightbox move faster, reduce friction, and convert more consistently.

We began with collaborative workshops and sitemapping sessions to align stakeholders around audience needs, decision journeys, and the role of each page. This ensured the site serves multiple buyer types, including technology leaders, delivery owners, procurement, and internal resourcing teams, without diluting the message. We then restructured the information architecture so users can find the right pathway quickly, whether they need skills now, want to understand the Liquid Workforce model, or need confidence through proof and insights.

From there, we refined messaging so “The Liquid Workforce” became the central organising principle across the site. This brought clarity to the offer, unified the content, and created a consistent narrative that can scale as Brightbox expands solutions, capabilities, and content output.

The delivery included:

Brand strategy and messaging

We clarified the proposition and service architecture so users can understand the offer quickly, without jargon and without ambiguity. We shaped the narrative around outcomes, speed, agility, and reduced delivery risk, in language that matches how Brightbox speaks across their new website.

This included consistent messaging for the core building blocks of the Brightbox Approach:

• People: proven experts with deep technical and industry experience.
• Services: structured delivery support built to help organisations deliver faster and operate more efficiently.
• Technology: including the LiquidSkills AI Platform for precise matching and rapid deployment.
• Insights: proprietary workforce and delivery intelligence that supports better decisions.

We also aligned terminology across pages to improve clarity and SEO consistency, especially across on-demand skills, delivery models, and capability pages. We ensured key concepts are expressed consistently to support search intent, reduce ambiguity for buyers, and improve how the content is understood by both users and search systems.

Visual identity and guidelines
We developed a modern, credible design direction that feels technical, premium, and enterprise-ready. Visual hierarchy was designed for scannability, helping users understand value quickly and move with confidence through the site.

We produced visual identity guidelines to support consistent execution across:

• Digital touchpoints.
• New page creation and campaign landing pages.
• Content publishing and insight formats.
• Ongoing design and marketing rollout.

Copywriting and page build-out

We wrote and structured content to support both fast scanning and deeper validation. The tone of voice was aligned to Brightbox’s modern positioning: direct, outcomes-led, and built for the AI era.

Content was written to resolve common buying concerns within the flow of the page, including:

• Speed to deploy: access to pre-vetted skills in days, not months.
• Quality control: pre-vetting, structured matching, and ongoing oversight.
• Flexibility: ability to scale from individuals to teams, and adjust as priorities shift.
• Risk reduction: clearer governance and more predictable delivery support.
• Capability confidence: clarity on digital, data, cloud, AI, and engineering coverage.
• Fit: alignment to client ways of working, tools, and delivery approach.

We also designed reusable page patterns for solutions, capabilities, skills, and insights, supporting consistent publishing and stronger SEO and AEO performance through clearer headings, chunked content, and answer-led sections. This improved readability, reduced repetition across page types, and supported stronger internal linking and topical consistency.

Web design and development in Webflow
We designed in Figma, then built the site in Webflow with a modular component system, ensuring speed, consistency, and maintainability. The build was structured to support scale, including a CMS foundation for ongoing publishing across insights, resources, and future site growth.

Key implementation principles included:

• Modular sections and reusable components for fast page creation.
• CMS structures designed for filtering, content expansion, and future categories.
• Performance-minded build decisions to support speed and user experience.
• Interaction polish using GSAP and WebGL where it supported clarity and modernity, without compromising usability.

Tracking and CRM automation

We implemented analytics foundations so the platform can be measured properly and improved over time. GA and GSC were set up to support acquisition tracking and visibility into organic performance.

HubSpot CRM automations were implemented to support a consistent enquiry journey, including:

• Reliable capture of high-intent form submissions.
• Structured routing for follow-up.
• Reduced manual admin for internal teams.
• Better alignment between marketing activity and sales operations.

The Results

Brightbox now has a modern, scalable digital platform that communicates the value of on-demand tech skills with speed and confidence. The website is structured around the way organisations buy, with clear pathways that support immediate needs and longer-term strategic understanding. Users can quickly understand what Brightbox does, how engagement works, and why the model delivers outcomes in the AI era.

The new platform presents Brightbox as a credible, modern partner for organisations that need scalable, flexible tech skills delivered fast. “The Liquid Workforce” is positioned clearly as the organising principle across the experience, supported by consistent messaging around people, services, technology, and insights.

Content is now easier to scan, easier to trust, and easier to act on. Pages are written and structured to support search-led discovery and answer-led reading, improving how the site performs for SEO, GEO, and AEO use cases. The platform supports both quick validation and deeper evaluation through clearer capability presentation, stronger narrative flow, and a more consistent tone of voice. It also improves how key topics are understood and grouped, supporting stronger topical authority and better alignment with high-intent searches.

Under the hood, the Webflow build provides a scalable foundation for ongoing growth, including new solutions, new skills categories, new resources, and new case studies. HubSpot automation supports a more consistent enquiry journey and follow-up process, helping Brightbox convert interest into action more reliably and with better operational clarity.

Ongoing Partnership

We continue to support Brightbox as the platform evolves, improving performance, refining conversion pathways, and iterating content based on real user needs and search intent. As Brightbox expands services, technologies, and insights, the modular system and CMS structure enable fast, controlled growth without sacrificing quality or consistency.

With clear guidelines, consistent messaging, and a platform built to scale, Brightbox can publish more confidently, adapt faster, and keep the website aligned with their positioning as a global provider of on-demand digital, data, cloud, and AI skills.