Partner HR is led by Kent Petter, a senior HR professional based in Edmonton with over 20 years of experience in labour relations, organizational leadership, and complex HR environments. His work primarily supports mid-sized organizations navigating union matters, mergers and acquisitions, and leadership-level HR strategy.
Kent had already built a strong reputation through referrals and long-standing professional relationships. His challenge was not capability or experience. It was presentation and positioning.
He needed a website that reflected the level at which he operates.
The Real Problem
Kent’s previous website was built on Squarespace as a DIY project. While functional, it did not clearly communicate his expertise or service focus.
The core issues were:
- 12–15 loosely defined services listed without hierarchy
- Diluted positioning across too many offerings
- No clear user flow
- Weak authority messaging
- Minimal structure supporting search visibility
- Overall DIY appearance
For a consultant operating at a senior advisory level, this created a credibility gap. Prospective clients—particularly larger organizations dealing with labour disputes or post-acquisition integration—need confidence immediately. The site did not reinforce that confidence.
The result was low inquiry volume and unclear positioning, despite Kent being well-booked through referrals.
Why the Problem Existed
The structural issue was not design alone. It was positioning architecture.
Listing 12–15 services fragmented authority. Instead of presenting as a specialist in complex labour and integration matters, the website framed Kent as a generalist HR provider.
From a strategic standpoint, this caused three problems:
- Buyer confusion — Prospects could not quickly determine his core focus.
- Authority dilution — Senior-level expertise was buried inside smaller service descriptions.
- SEO inefficiency — No clear service silos or topical authority around core offerings.
Additionally, Squarespace limited technical flexibility and long-term SEO scalability. While Squarespace can work for simple brochure sites, it was not ideal for building structured authority pages around complex service categories.
The issue was not traffic. It was structural clarity and professional alignment.
Strategic Approach
The decision was not simply to “redesign” the website.
The strategy centered on three key objectives:
- Narrow and clarify positioning.
- Elevate professional authority.
- Structure the site around highest-ROI services.
Through consultation, we identified that Kent’s most valuable and strategically differentiated work falls into three primary areas:
- Labour Relations
- M&A HR Integration
- Fractional HR Leadership
Everything else supported one of those categories.
Rather than presenting 12–15 scattered services, we consolidated the brand around these three pillars. This created clarity, authority, and a stronger narrative.
The goal was not to expand his market. It was to elevate perception and attract more complex engagements.
Implementation
Platform Migration
We rebuilt the website entirely on WordPress to allow:
- Stronger technical SEO structure
- Scalable content architecture
- Improved performance control
- Greater flexibility for long-term growth
The migration was a full rebuild, not a theme adjustment.
Service Architecture
Each of the three core services was structured as its own dedicated page with:
- Clear problem framing
- Defined scope of work
- Practical examples of engagement
- Outcome-oriented positioning
- Strategic internal linking
Navigation was simplified to reflect these pillars, removing service clutter and reinforcing focus.
This restructuring strengthened topical authority and improved user clarity immediately.
Messaging Refinement
The tone of the site was rewritten to reflect:
- Senior advisory positioning
- Direct, confident communication
- Practical expertise without corporate jargon
We removed generic HR language and replaced it with clear descriptions of labour relations support, collective bargaining involvement, integration strategy, and leadership-level decision support.
The content now reflects how Kent actually operates, rather than listing abstract capabilities.
Authority Signals
To support credibility:
- Testimonials were strategically incorporated
- The About section was elevated to reinforce experience
- Visual design was modernized to match executive-level consulting standards
The design avoids agency-style flash and instead communicates stability, professionalism, and clarity.
For consultants working with executive teams and boards, visual trust matters.
Results and Impact
While SEO growth was not the primary objective, the structural improvements now support long-term organic visibility.
More importantly:
- The service offering is clearly defined
- Authority is reinforced immediately upon landing
- Buyer confusion has been eliminated
- The brand aligns with the level of clients Kent serves
The site now supports his reputation rather than underselling it.
For consultants operating primarily through referral, this matters significantly. When prospects are referred and visit the website, the experience now confirms what they’ve heard.
Closing Insight
This project was not about increasing traffic.
It was about structural positioning.
When experienced consultants present themselves as generalists, they dilute their authority. By narrowing focus and building a website architecture around core, high-value services, we helped Partner HR move from a functional online presence to a professional platform aligned with executive-level work.
Strong positioning is not about adding more services.
It is about clearly defining where expertise truly lives.