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The Plan
- Discovery & Foundation
- Build & Design System
- Content & Trust Signals
- Analytics & Intelligence
- Launch & Enablement
Discovery & Foundation
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We immersed ourselves in GYST's world -interviewing stakeholders, reviewing legacy content, and analysing existing traffic.
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We mapped primary and secondary personas, their problems, and desired outcomes, defining the information architecture and guardrails for how each persona should flow from first touch to enquiry.
Build & Design System
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We translated strategy into a modular design system inside HubSpot CMS.
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Each page type was built as a flexible template with reusable sections for outcomes, proof points, FAQs, and CTAs.
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We ensured mobile performance, accessibility, and consistent visual language so cloned pages remained cohesive and on-brand.
Content & Trust Signals
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We worked with GYST to turn complex psychological concepts into clear, human language.
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Testimonials, founder story, and program outcomes were woven into key decision moments.
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Using HubSpot AI Blog Writer, we generated multiple headline and intro variations.
Analytics & Intelligence
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Before launch, we instrumented the experience end to end. GTM handled event tracking; GA4 and Search Console fed performance insights; HubSpot captured on-site behaviour and conversions at contact level.
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Dashboards were designed to answer specific questions: which programs drive the best leads, which content attracts the right people, and which channels deserve more investment.
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Breeze AI insights now flag underperforming pages and suggest optimisation priorities.
Launch & Enablement
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We coordinated a smooth cutover from the old site to HubSpot CMS, preserving SEO equity.
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Then we trained GYST's team on using templates, cloning pages, leveraging HubSpot AI tools for content drafting and optimisation, reading dashboards, and iterating content.
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By the time we stepped back, they were confident making changes and using AI assistance without risking design or performance.
The Strategy
- Operationalising Emotion
- Scalability by Design
- Strategic Trade-Offs
- Future-Proofing
Operationalising Emotion
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The creative brief's "big hug" became concrete decisions: outcome-led messaging, warm but direct copy, generous white space, and clear signposting for anxious visitors.
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Forms were kept short on first touch, with progressive profiling used later to deepen understanding without overwhelming prospects.
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AI-assisted tone analysis ensured copy remained empathetic yet professional.
Scalability by Design
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Every component was built with reuse in mind.
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Program pages share a common spine that can be cloned, edited, and launched in minutes, with built-in SEO fields and pre-configured CTAs.
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This approach reduced reliance on developers and ensured future growth wouldn't degrade the experience.
Strategic Trade-Offs
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We chose configuration over heavy custom code to keep the site flexible and maintainable inside HubSpot.
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Some visually "flashy" ideas were parked in favour of robust analytics, clean performance, AI-assisted workflows, and the cloning framework that now underpins GYST's speed to market.
Future-Proofing
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By unifying CMS Hub, Marketing Hub, GA4, GTM, Search Console, and HubSpot's AI capabilities, we created a single view of performance supporting advanced features like behavioural segmentation, smart content, and AI-driven personalisation.
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