Humanity Innovation Labs, front end and back end
A recently redesigned site that was getting no traction. We kept the design work the client had invested in and fixed what sat underneath it.
The problem
Humanity Innovation Labs helps industrial organizations modernize legacy systems into intelligent operations. They had just redesigned their site and put considerable effort into it, but in their words were getting very little traction or online visibility.
A move from a previous hosting platform had left loose ends behind the scenes, the kind that do not show on the page but do show in how search engines read a site.
Their analytics were reporting on sources that were not relevant to the business, so the numbers they were using to judge the site could not answer whether it was working.
What we built
- 01
Finish the hosting migration properly
Closed out the leftovers from the previous platform so the site resolves and canonicalises cleanly to a single hostname, rather than splitting signals across variants of the same page.
- 02
Make the measurement trustworthy first
Replaced the analytics setup so the property reports on real visitors to this business. Until measurement is honest, every decision after it is guesswork, so this came before the optimisation work rather than after it.
- 03
Structured data the machines can read
Marked the business up properly, including Organization, LocalBusiness and a service catalogue, so search engines and AI answer engines can identify what the company is and what it offers rather than inferring it from prose.
- 04
Motion where it earns its place
Added scroll-triggered animation and reworked page elements so the site reads as dynamic rather than static, without trading away the load speed that the technical work bought.
What changed
- The client reports improved SEO, higher rankings, and the online visibility they had been missing.
- Their site now serves a single canonical hostname, runs its own GA4 property, and publishes ten distinct schema types describing the business and its services.
- In their words, the work went far beyond the original scope, and Marden SEO helped make them findable.
Build one yourself
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