A growth focused new WordPress site for B2B HR Tech platform PathMotion


Design and development of a flexible WordPress site using Gutenberg blocks to support PathMotion’s digital marketing driven growth

The Challenge

PathMotion’s mission is to help organisations attract the talent they deserve and help candidates make better career decisions. This is done through an online discussion platform that connects job candidates directly to real employees via a company’s career website.

PathMotion allows its international clients such as AXA, Deloitte and NHS to leverage the power of employee stories to build recruitment marketing content for an authentic employer brand.

PathMotion approached 93digital looking to redesign and redevelop their website with a more focused and flexible site to support ongoing digital marketing and growth.

The challenge for us was to design and develop a new website built with WordPress and Gutenberg blocks which would allow PathMotion to manage their new website using a simple modular framework, be closely integrated with HubSpot, and support PathMotion’s objectives of digital marketing driven growth.

The Solution

Strategy, discovery & definition

We began with a kick-off meeting, outlining the key goals and deliverables for the project, with a strong focus on strategic marketing goals. The steps necessary to create a website with a clearer proposition for PathMotion and the value that it delivers to customers were outlined and agreed. This phase of work is key in ensuring a new site will actually deliver against marketing objectives.

Marketing objectives

Key goals for PathMotion was increased traffic to the website and enhanced digital insights for PathMotion providing the ability to easily monitor and measure the marketing performance of the website.

The PathMotion team also decided to use WordPress as their CMS in order to make the site easier and faster to manage for non-technical marketing and content teams. This gives the wider PathMotion team the flexibility to adapt their messaging if need be, while keeping consistency of the new pages with the rest of the website.

UX & Design

PathMotion’s brand and style developed organically, so our design team created a refreshed design using existing assets, logo and colour palette. The team worked with bold statements that are clear and concise. This would reduce overburdening users with technicalities while creating an intuitive UX that improves clarity of user journeys, and helps users understand more about PathMotion.

Web development

To allow for the flexibility that any modern marketing team needs, PathMotion website was created using a modular approach built with Gutenberg blocks. This would allow users to spin up a variety of different pages quickly, while keeping in line with the overall website design and feel. The PathMotion website was also closely integrated with HubSpot.

Notable Features

  • Multilingual: English and French
  • CTA tracking
  • HubSpot integration
  • Modular & flexible CMS with WordPress Gutenberg blocks
  • Automated content migration from HubSpot to WordPress

Let's Talk

Do you have a web design and build project coming up that you would like to talk about?