From 28 visits a month to 3,600.
A psychological safety and culture company whose website no longer said what it did. The new one says it, and tracks every step.
- Client
- Project lead
Natalia ZiarkowskaDigital Strategist
- Industry
- Psychological safety and culture programs
- Location
- Australia
- Platform
- HubSpot CMS and Marketing Hub
- Scope
- 23 pages on the Generator theme
01 The briefA new website on HubSpot CMS that feels warm to an anxious visitor, lets GYST's team launch a program without a developer, and reports on every step from first visit to enquiry.
The business had moved on, and the website had not.
GYST runs evidence-based programs that help organisations build psychological safety, the confidence people have to speak up at work without fear, along with leadership and workplace culture.
GYST's managing director, Steve, put it plainly: Our old website had lived its life. It was antiquated, left in the dust, and wasn't articulating what we do.
The brand had grown a long way, and prospects were still meeting the old version of it.
The site brought in 28 visits a month and roughly one enquiry a week. Pages were built by hand with no templates, and with no tracking in place there was no way to see where enquiries were being lost.
Fixing it meant five jobs at once. Brand, customer journey, the build, HubSpot and AI all had to move together, and GYST came back to a team they had worked with before to do all five.
The founders' brief for the new site came down to one word: they wanted it to feel like a hug
.
A site, a funnel, and AI in the workflow.
Three HubSpot tools, each doing one job: the pages, the path from visitor to enquiry, and the help with writing and reading the numbers.
CMS Hub
The website, and the system that makes new pages.
- 23 pages across the customer journey
- Built on the Generator theme
- A cloning framework for new programs
- Custom blog templates
- Webinar and resource pages
Marketing Hub
What turns a visit into a conversation.
- Layered forms, CTAs and conversion paths
- Progressive profiling
- Lists and segmentation, ready for automation
- Custom dashboards for traffic, engagement and location
- GTM and GA4 connected for attribution
Breeze AI
HubSpot's AI, set up where the team already works.
- AI Blog Writer for first-draft program descriptions and outlines
- Send-time optimisation
- Subject line testing
- AI insights in the dashboards on which content to push
Five stages, from interviews to handover.
The tracking went in before launch, so the first month on the new site could be measured against the last month on the old one.
Discovery, Who the site is for, and how each of them moves through it
- Interviews with GYST's people, a review of the old content and a look at the existing traffic.
- Primary and secondary personas mapped, with the problems they bring and the outcomes they want.
- An information architecture and a route for each persona from first visit to enquiry.
- A journey based on Loop Marketing, HubSpot's model of express, tailor, amplify and evolve.
Build and design system, Templates made of reusable sections
- Every page type is a template with reusable sections for outcomes, proof points, FAQs and CTAs.
- Program pages share one spine, with SEO fields and CTAs already set, so a new program is cloned, edited and live in minutes.
- Mobile performance and accessibility built in, so a cloned page stays on brand.
Content and proof, Clinical ideas in plain language
- Complex psychological concepts rewritten in clear, human language, with GYST.
- Testimonials, the founder story and program outcomes placed where a visitor is deciding.
- HubSpot's AI Blog Writer used for headline and intro variations.
Analytics, Tracking in place before launch
- Google Tag Manager for event tracking, with GA4 and Search Console for performance.
- HubSpot records behaviour and conversions against each contact.
- Dashboards built to answer three questions: which programs bring the best leads, which content attracts the right people, and which channels deserve more spend.
Launch and training, The cutover, then the team running it themselves
- A cutover from the old site to HubSpot CMS that kept the search rankings the old site had.
- Training on templates, cloning pages, the AI tools and the dashboards.
- By handover the team was making changes and using AI help without putting the design or performance at risk.
Configuration came first. We chose HubSpot configuration over heavy custom code, to keep the site flexible and easy to maintain inside HubSpot. Some flashier visual ideas were parked, in favour of solid analytics, clean performance, AI-assisted workflows and the cloning framework that now sets how fast GYST can get a program to market.
That choice is what lets the team run it. A site built from configured templates is one GYST's own people can change, clone and publish to, which is what the training at handover was for.
How we approached it, in four principles
Turn the feeling into decisions
The brief's hug became outcome-led messaging, warm copy, white space and short first forms, with AI tone checks on the copy.
Build everything for reuse
One program spine, cloned and launched in minutes, with less need for a developer.
Configure before custom code
Flexible, and easy to maintain inside HubSpot.
Joined up for the next stage
CMS Hub, Marketing Hub, GA4, GTM, Search Console and HubSpot AI joined up, ready for behavioural segmentation, smart content and personalisation.
The brief asked for a hug. It became short forms, warm copy and white space.
Has your business outgrown its website?
One spine, cloned for every program.
The first four captured from gyst.com.au on 23 September 2026, and the Discovery page as it was published with the case study.
How the four goals turned out.
What GYST asked for before the build, and where each one stood once the new site was live.
Goal 01
A visitor thinks, these people get me
We built the site on outcome-led messaging and warm but direct copy, with generous white space and clear signposting for anxious visitors.
23
pages across the customer journey, built to the founders' brief that the site feel like a hug. Testimonials, the founder story and program outcomes sit where a visitor is deciding.
Goal 02
See what visitors actually do
We connected GTM, GA4 and Search Console alongside HubSpot, and built dashboards around the questions GYST asks.
12,768%
more traffic in the new site's first month, measured against the old site's last. The tracking went in before launch, which is what made that comparison possible. The dashboards now answer which programs bring the best leads, which content attracts the right people and which channels deserve more spend.
Goal 03
Launch a program fast, without cutting corners
We built a cloning framework on one program spine, and set up the AI Blog Writer for first drafts.
Minutes
to clone, edit and publish a new program page. Every program page shares one spine, with SEO fields and calls to action already set, so a new one looks like the rest of the site. By handover GYST's own team was doing it.
Goal 04
Curiosity turned into conversations
We set up short forms on the first visit, progressive profiling after it, and layered CTAs through the journey.
100%
more leads, month over month. Before the rebuild the site brought in roughly one enquiry a week. Leads have doubled month on month since, and qualified enquiries rose with the traffic.
Put together, GYST went from 28 visits a month to 3,600, with leads doubling month on month, on a site that reflects the quality and warmth of its work. The team launches programs from the templates, drafts with AI help and makes decisions from the dashboards instead of guesswork.
The work carries on as GYST's needs grow. Personalisation and automation built on HubSpot's AI are planned for 2026, on top of the tracking and segmentation already in place.
“Under the efficient and seamless project management prowess of Natalia, NBH were able to bring our website vision to life, on budget and on time. Natalia was an absolute dream to work with - responsive, transparent, adaptable and went above and beyond to find solutions to project roadblocks. We'd love to work with NBH again!”
Jean Posthoorn
Marketing and Communications, GYST
Who ran it
Natalia ZiarkowskaDigital Strategist
Led it from discovery to handover, on budget and on time.
HubSpot Impact Award winner, Neighbourhood since 2023
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