Three business lines, a new brand, and a launch date tied to the reveal. The site got there by doing one job above the others: turning founder leads into discovery calls.
A Squarespace site that couldn't carry a rebrand or three business lines.
Humans of Purpose runs three things at once: an Agency selling marketing services, a Salon of podcast and events, and an Academy training the next cohort. The Squarespace site had to carry all three, and a completely new brand was arriving with a public launch date attached.
Give equal weight to all three and the site converts none of them. So they were ranked.
Fix the scope to protect the date.
With launch tied to a brand reveal, the biggest threat to the date was structural churn mid-build. The full sitemap and information architecture were signed off before the build started, with wireframes for every core template. Structural changes after that point became change requests, priced separately.
Scope was cut to the pages and integrations that mattered most; everything else was listed as out of scope and quotable later. The brand system was staged as a dependency: typography, colour and components dropped in when the brand designer delivered them, with one coordinated round of refinement.
Navigation follows the ranking. Services, Salon, Academy, About, Contact. Case studies surface from the Services page and the home grid instead of taking a top-nav slot, and legal pages live in the footer.
A custom WordPress theme replacing Squarespace, without losing the search equity.
Launched with the brand it was built to carry.
The rebuilt site launched alongside the new brand and is live at humansofpurpose.com. The old Squarespace URLs survive only as redirects.
Every path through the site still runs where it was designed to run: to a discovery call. And the machinery belongs to the team now. Case studies and pages go up straight from the CMS, no developer required.