posted on September 17th, 2012

Website Design & Development for HR Consulting Firm

BY Jason Howard in Case Studies ,

About the Client

As one of the only self-insured human resource outsourcing firms in Ohio, Diversified Employee Solutions (DES) is a stand out in its industry. They have the ability to offer businesses of all sizes the option to qualify for significantly reduced worker’s compensation rates and provide other critical services including comprehensive HR, scalable PEO solutions, benefits management, risk management, and payroll & tax administration. DES strives to eliminate the day to day headaches owners and decision makers are often plagued with for a fraction of the cost of securing in-house HR services.

The Need

A website redesign was clearly needed in order for DES to be competitive in their market. While the original static site had provided them with a web presence, they were unhappy with the dated look and feel, confusing navigation, lack of valuable content, and inability to easily edit the site.  DES wanted their newly designed site to better reflect the professional nature and cutting-edge services that they offer their clients.

They also wanted to provide an enhanced visitor experience by incorporating a resource center with valuable, relevant information and a “client suite” where clients could confidentially log in as well as access and update important personal information at any time. Additionally, DES wanted to provide rich, targeted content on each of their pages to better communicate their extensive services for increased conversion.

Finally, due to the static nature of the site, lack of updated content, and missing on-page and off-page search engine optimization, DES was outranked in search engine results by many of its competitors, causing the company to miss out on the opportunity to be seen by potential customers. DES needed a website that included effective on- and off-page SEO in order to outrank the competition and get noticed.

The Solution

Following a thorough discovery and planning process examining the goals of the client and the needs of their customers, Cynexis web development experts chose WordPress as the framework to develop a customized solution with unlimited scalability. Because WordPress is an open source content management system, DES would have the freedom to update most aspects of the site without having to rely on the services of a professional web design firm.

Our website design team and graphic designers worked together to give the site a fresh new look and feel. The pages, graphics, logo and other elements were redesigned to more accurately reflect the professional nature of the DES. The team also added an eye-catching JQuery slider to the homepage to highlight the benefits of working with DES. An intelligent user interface (UI) was designed to clearly and logically guide visitors to the information they are searching for. Our copywriting team developed relevant, keyword-rich content for the site to offer users valuable information and clear calls to action.

New customized functionalities were added to the website, offering visitors and customers a unique and enhanced online experience. These features include a “client suite” where current clients can securely and easily access and modify their personal information, view payroll and tax forms, send online referrals and communicate with HR personnel.  Additionally, our web programmers developed a dynamic resource center where the visitors can access blogs, newsletters, hot industry topics, webinars and videos.

This customized WordPress website was programmed to offer DES freedom to manage their own content, including the ability to add and modify page text, add unlimited new pages within existing categories, edit the content in their sidebar items to update new products and services, and add blog posts, videos, webinars and other resource items. Cynexis also integrated an email signup with DES’s email service provider so that incoming leads would automatically be collected.

Finally, Cynexis SEO experts performed on-page and off-page optimization for the DES site and incorporated a custom SEO plugin to automatically optimize content for search engines. Google Analytics was also added so that the search engine optimization team and the client could monitor results, identify strengths and weaknesses within the site, and adjust accordingly.

The Result

The staff at DES was thrilled with the results. The new website is a combination of engaging design, user-friendly navigation, and rich, relevant content. The new functionalities offer both visitors and current clients valuable tools and resources. The search engine optimization performed offers a solid foundation for higher search engine rankings, increased visitor traffic, and more quality leads. This site will undoubtedly give DES a competitive edge and increased credibility in its industry.


  • WordPress CMS integration for dynamic content editing capabilities and unlimited scalability
  • WordPress custom plugins for sidebar widgets and SEO
  • JQuery
  • Javascript
  • PHP 5 and MySQL database


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