case study
Ferguson HR Solutions
Services
Web design
Brand strategy
Website
profile
Ferguson HR Solutions is a full-service HR consulting firm and division of Ferguson Digital, offering tiered HR support to business owners from foundational resources through comprehensive strategic guidance.
case study
ferguson HR Solutions
Services
Web design
Brand strategy
Website
profile
Ferguson HR Solutions is a full-service HR consulting firm and division of Ferguson Digital, offering tiered HR support to business owners from foundational resources through comprehensive strategic guidance.
THE CHALLENGE
Ferguson HR Solutions had built a strong service offering and a clear sense of their values, but their website was not reflecting either. They needed a site that could do two things at once: communicate genuine expertise to clients who take HR seriously, and feel approachable to the business owners who often find HR overwhelming. The design and the message both had to earn their trust from the first click.
THE Approach
Before any design work began, we developed a comprehensive set of website goals and recommendations covering tone, photography direction, typography, content structure, and call-to-action strategy. The central recommendation
was a single scrollable homepage built around a narrative journey rather than a service list, with calls to action placed throughout to meet visitors wherever they were in the decision-making process. Photography direction
called for warm, people-focused imagery that reflected the firm’s inclusive values, specifically avoiding the cold corporate aesthetic common in the
HR space.
THE CHALLENGE
Ferguson HR Solutions had built a strong service offering and a clear sense of their values, but their website was not reflecting either. They needed a site that could do two things at once: communicate genuine expertise to clients who take HR seriously, and feel approachable to the business owners who often find HR overwhelming. The design and the message both had to earn their trust from the first click.
THE Approach
Before any design work began, we developed a comprehensive set of website goals and recommendations covering tone, photography direction, typography, content structure, and call-to-action strategy. The central recommendation
was a single scrollable homepage built around a narrative journey rather than a service list, with calls to action placed throughout to meet visitors wherever they were in the decision-making process. Photography direction
called for warm, people-focused imagery that reflected the firm’s inclusive values, specifically avoiding the cold corporate aesthetic common in the HR space.
Bonuses
Discount subscription
discount on the first year of annual Squarespace subscriptions
Extended Squarespace trial
30 days instead of 14 days
Free custom domain
for the first year when purchased through Squarespace
The work
We presented two distinct visual design directions, each with a clear
strategic rationale. The first emphasized warmth and approachability through
rounded elements and softer visual cues, suited to clients who want a
supportive partner. T
strategic content structure and color palette, developed collaboratively
with the client. After the client selected their direction, the full site
was built and launched in Squarespace within two weeks.
The Outcome
The result is a website that meets potential clients in their moment of uncertainty about HR and immediately communicates both the firm’s expertise and its people-first values.
“Sarah created a beautiful, professional website that perfectly captures my
brand. Working with her was an absolute pleasure. She listened carefully to my vision, addressed every concern, and offered creative solutions that
elevated the final result. I highly recommend her services and am grateful for the wonderful collaboration. Thank you, Sarah!”
Aisha Ferguson, SHRM-SCP
People and Culture Consultant
Ferguson Digital Solutions
Discount subscription
discount on the first year of annual Squarespace subscriptions
Extended Squarespace trial
30 days instead of 14 days
Free custom domain
for the first year when purchased through Squarespace