Customer Overview
Targeted HR is a specialized human resources consultancy serving construction companies, manufacturing firms, and small businesses across the United States. Their services span HR audits, compliance support, employee engagement strategy, and organizational development, all tailored to industries facing workforce shortages, regulatory pressure, and complex labor challenges.
As a trusted partner to both employers and employees, Targeted HR needed a digital presence that clearly communicated its expertise, reflected the sophistication of its offerings, and reached decision-makers seeking HR support in niche industries.
But their existing website was no longer aligned with contemporary SEO best practices or reflective of their expertise.
The Challenge: A Digital Experience That Didn’t Match Their Expertise
Before partnering with Simon Fractional, Targeted HR faced a familiar but costly problem: their website did not reflect the depth or clarity of their services, which was reflected in their lackluster search results.
Their challenges included:
- Non-optimized site structure: Key services were buried within an unintuitive navigation framework, preventing both users and search engines from accurately interpreting the site’s hierarchy (a critical violation of SEO and usability best practices).
- Sporadic and unclear keyword usage: Keywords were scattered without a strategy, making it difficult for search engines to classify Targeted HR’s expertise, and equally challenging for prospects to do the same.
- Unclear audience targeting: The website spoke simultaneously to employers and employees with no hierarchy or prioritization, creating confusion about who the firm was built to serve.
- Low visibility in search results: Despite offering in-demand niche HR services, Targeted HR was not appearing for the critical keywords their buyers were actively searching for.
The result: a website that failed to reflect the firm’s expertise and a digital presence that underperformed when its expertise was needed most.
The Solution: A Complete SEO, Messaging, and Architecture Transformation
Targeted HR partnered with Simon Fractional to lead a strategic overhaul of their digital experience. The goal was clear: reposition the website to accurately reflect Targeted HR’s industry expertise, strengthen their search visibility, and create a seamless buyer journey for decision-makers.
A key component of this transformation involved reorganizing the site around the specific industries they serve, construction, manufacturing, and small business, ensuring that search engines and potential clients could immediately understand the firm’s niche specialization.
Over the course of 30 days, we executed a comprehensive transformation:
1. Keyword Research & Industry Alignment
We conducted deep keyword research to identify how construction firms, manufacturing leaders, and small businesses search for HR support. We prioritized terms in core service groups:
- HR consultancy
- HR audits
- Employee engagement & retention
- HR compliance
These keyword clusters became the backbone of a newly optimized architecture.
2. SEO-Friendly Site Architecture & Navigation
We rebuilt the navigation to reflect a clear service hierarchy and to send clean, authoritative signals to search engines. This included:
- Grouping services into intuitive, crawl-friendly categories
- Building keyword-aligned URLs
- Improving internal linking strategy
- Prioritizing employer-focused pathways while still supporting employee content
3. Full Website Rewrite with Clear Messaging Hierarchy
Every page was rewritten to be:
- Search engine friendly (structured, semantically rich, keyword-aligned)
- AI-friendly (clear, clean, and classification-ready)
- Persona-friendly (industry-specific language, direct value statements, clarity of offer)
Where the previous site was ambiguous, the new site unmistakably positions Targeted HR as a strategic partner for employers in construction, manufacturing, and small business environments.
4. UX Enhancements & Conversion Clarity
We reworked the layout, hierarchy, and calls to action to guide visitors toward high-intent actions. The result: a site built not just to be discovered, but to convert.
Implementation
In just one month, our team:
- Completed deep SEO keyword and competitive research
- Rebuilt the entire site architecture around prioritized HR service groups
- Implemented SEO-driven navigation and page structures
- Rewrote all core pages with industry-specific positioning
- Designed and launched the fully refreshed website
- Set up proper analytics tools, including GSC verification and tracking
The new site now reflects Targeted HR’s actual expertise and equips them with a scalable digital foundation for long-term growth.
The Results: Clear Positioning, Stronger Search Visibility, and Measurable Momentum
Just three months after launch, Targeted HR began seeing measurable improvements in visibility, ranking, and search relevance. All without paid traffic.
Early performance highlights include:
- Ranking on Page 2 for “HR services for construction companies,” a key niche keyword, achieved within three months.
- Industry-standard click-through rates across core service pages, confirming strong alignment between keywords and content.
- Upward trending visibility across all major service pages in Google Search Console.
- Search engines now correctly categorize the business, thanks to a clear service hierarchy, improved structure, and consistent keyword signaling.
- A dramatically improved customer experience with intuitive navigation and clear prioritization of employer-focused services.
Most importantly, Targeted HR now has a digital presence that matches the quality, professionalism, and industry specialization of their consulting practice.
Additional Benefits
Beyond improved rankings and clarity, Targeted HR gained:
- A scalable SEO foundation for ongoing content development
- Clear pathways for both employers and employees without confusion
- A professional, industry-aligned brand presence
- A website capable of supporting lead generation and credibility-building in the long term
- Proper tracking infrastructure that allows for data-driven decision-making
Client Perspective
“As an HR consultancy, we knew we were delivering real impact for our clients, but our messaging didn’t reflect the strategic depth of our work. Doug helped us clarify our positioning, sharpen our narrative, and translate what we do into language that actually resonates with decision-makers.
The process was structured, insightful, and rooted in a deep understanding of B2B buyers. From our core messaging to how we present our services, everything now feels aligned and scalable.
Doug doesn’t just “do marketing.” He brings fractional leadership, strategic thinking, and a clear framework that helps you see your business more accurately. If you’re a founder or service-based company that knows you’re capable of more but don’t know how to close the gap, Simon Fractional is an exceptional partner.
I highly recommend Doug for your company’s journey to full client pipeline. He is responsive and goes far beyond what is expected to ensure that you and your company are in the right place and growing.” – Christian H., Owner of Targeted HR
Transform Your Digital Presence With Strategic SEO & Messaging Alignment
Just like Targeted-HR, your organization can move from an underperforming website to a search-optimized, conversion-ready digital engine in weeks, not months.
Want to elevate your visibility and clarify your positioning?
Book a consultation with Simon Fractional and let’s build your scalable growth foundation.
