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About the Project
We began with discovery, bringing stakeholders from both sides of the business together to understand AES’s audiences, commercial goals and existing barriers. Interviews and workshops explored how families and corporate buyers think about advice, what drives their decisions and where the website was failing. Competitor, proposition and technical reviews then revealed the opportunity to unite the business as one unified group, while preserving distinct Financial Life Management (wealth) and Employee Benefits Consultancy (health) journeys.
From there, we mapped intent-led journeys for visitors arriving through the homepage, search and content. We reorganised the sitemap, developed page-level content structures and created a messaging framework around fiduciary duty, evidence-based guidance, behavioural coaching and cross-border expertise. Wireframes and visual concepts translated that strategy into a calm, premium experience with clearer pathways and calls-to-action.
We then designed and developed a bespoke HubSpot CMS theme using flexible, responsive modules that AES’s team could manage independently. Pages were assembled with optimised imagery, metadata, structured data, forms and internal linking, while redirect planning protected organic visibility. Accessibility, browser and device testing, user acceptance testing, launch support and CMS training gave AES a scalable foundation for continued marketing and optimisation.
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Don't take our word for it - here's what Rebecca Steele, Marketing Director at AES International, had to say about our work:
"We recently completed a six-month website redesign project with Axon Garside, and we couldn’t be happier with the experience or the end result. We were impressed pretty much from Day 1. Their initial deep dive into our business, landscape and competitors was exceptional, and Jack in particular came to us with thoughtful ideas and a clear perspective on how we could move forward.
What really stood out was how quickly they seemed to understand our business, our audiences and what we were trying to achieve - something that’s surprisingly rare in our experience of working with agencies. The team really took their time to get to know our target audiences, dig deeper into what all our stakeholders wanted and understand the wider strategic goals of the business. They used this insight to create a platform built around our ideal customers, giving them a much more seamless and intuitive experience. The project itself was a big undertaking, but the team made the whole process feel manageable. Jay was a fantastic project manager - organised, responsive and always willing to help.
Nothing was ever too much trouble, and he kept everything moving whilst making sure we felt supported throughout. Chris K brought excellent development skills to the project, creating a bespoke HubSpot CMS experience that gives us the flexibility we need going forward. Chris D’s UX knowledge was invaluable in shaping the user journeys and overall strategy, and in making sure the new site was intuitive and purposeful.
Adam provided strong content direction and helped us bring clarity to our messaging, while Matt brought real creative flair to the visual design. Everyone took the time to understand the ‘why’ behind the project, rather than simply taking a brief and delivering a website. The result is a site that feels much more reflective of who we are as a business, with a stronger foundation for our future marketing. Thank you AG!"
