About the Project
We identified a website quietly holding TF Jackson back following our award-winning work with Eldapoint: outdated UX, weak messaging and conversion friction were limiting enquiries, while growth still relied on legacy reputation rather than a repeatable demand engine. With strong organic keyword opportunity going untapped and almost no visibility in AI-driven search, the recommendation was a full rebuild on HubSpot CMS, built around real buyer intent rather than static personas.
The engagement followed Axon Garside's five-stage website design process. Discovery and research combined stakeholder workshops, competitor and market analysis, and an SEO and AEO review to establish a clear baseline. This fed into strategy and architecture work, mapping the buyer journey from awareness through to decision and using it to shape a new sitemap, content requirements and messaging hierarchy, validated with the TF Jackson team.
From there, design and specification translated that structure into wireframes and high-fidelity pages built for both search engines and AI answer engines, with accessibility and performance considered from the outset. Development would see the site built natively on HubSpot, with analytics, SEO and AEO schema integrated throughout, ahead of testing, sign-off and a monitored go-live.
