Building a Scalable and User-Centric Website with HubSpot CMS for Unily

The Challenge

Unily faced a pressing need for a new website built on a flexible CMS that would allow their team to make updates and changes independently, without relying on external development resources. Their existing CMS was rigid, making content management inefficient and limiting their ability to respond quickly to updates.

In addition to the CMS issue, several key areas needed improvement, including accessibility, UX/UI design, and the overall user journey. The website’s navigation was not intuitive, requiring a complete overhaul to align with industry standards and enhance the user experience, ensuring they could compete effectively in the market. 

The new website also needed to be both accessible and eco-friendly, which required a mild rebrand. Furthermore, a custom feature was needed to increase user engagement and demonstrate the software’s value—specifically, an ROI calculator that would give potential customers a clear and tangible understanding of the financial benefits of using their software. The project had to be completed within a tight two-month timeframe.

(Below) A GIF of Unily's previous website 

The Solution

To meet Unily’s ambitious goals within a tight timeline, SpotDev created the new website on the HubSpot Content Hub. Key aspects showcasing technical web development expertise include:

Enhancing user experience with dynamic content

A major challenge was developing Unily’s Solutions page to ensure content relevance for different users. Unily’s extensive content library—comprising blogs, guides, reports, case studies, events, and on-demand content—needed to be structured in a way that allowed users to easily find relevant materials. (Below: GIF representing the content filtering system on Unily's new website)

Instead of relying solely on traditional search functionality, SpotDev leveraged HubSpot’s HubDB to create a dynamic filtering system. This allowed users to refine content based on multiple parameters, such as:

• Content Type (e.g. Blog, Guide, Report)
• Topic (e.g. Employee Experience, Digital Transformation)
• Function (e.g. HR, IT, Internal Communications)
• Tag (e.g. Future of Work, Employee Engagement)

By updating a simple HubDB table, Unily’s team could seamlessly organise content into a highly segmented structure. This improved navigation, enhanced user engagement, and optimised SEO, ultimately helping visitors find what they needed faster.

ROI calculator:

SpotDev developed a custom ROI calculator, transforming an existing Excel-based calculation into an interactive, web-based tool. This tool allows businesses to estimate cost savings by using Unily’s platform, considering various performance metrics and methodologies.

Originally, Unily had the ROI calculations in an Excel spreadsheet. SpotDev’s development team translated this logic into an interactive, visually appealing web feature, allowing users to adapt the calculator’s results to their company’s needs and even customise it with brand colors for internal presentations.

Microsite for Unily’s annual conference:

As part of the engagement, SpotDev also created and migrated a microsite for Unite, Unily’s annual employee experience conference. This site serves as a key promotional tool, helping drive event registrations and engagement.

Technical SEO support:

Although not a primary focus of SpotDev’s services, the team supported Unily by implementing technical SEO improvements, including the integration of Google Tag Manager, to enhance analytics tracking and performance monitoring.

Collaborative website development approach

Throughout the project, SpotDev maintained close collaboration with Unily’s team. This partnership approach ensured the final website aligned with the company's vision and business objectives.

The Results

The success of Unily's re-designed website has led to an ongoing partnership between Unily and SpotDev. Due to the responsiveness and quality of work, Unily has extended the collaboration for continuous improvements, supporting the Growth-Driven Design (GDD) approach. Unlike traditional web design, which often results in a static website, GDD enables ongoing optimisation based on real user data. This helps the website evolve to meet user needs, improve performance, and align with business goals.

By combining technical expertise, strategic design, and a client-focused approach, SpotDev contributed to creating a website that not only looks great but also offers a seamless, engaging, and personalised user experience—supporting Unily’s broader business objectives and long-term growth.

(Below) Unily Web Redesign GIF (a snapshot)