The start: a complex sale on a site that could not carry it
Elevance is the business transformation division of Stiperstone Group. It delivers cloud, security and platform engineering programmes to UK mid-market and enterprise IT teams, and it is measured against business outcomes rather than tickets closed.
That is a fundamentally different sale from the group’s managed IT business. A help desk is bought by someone who wants a problem to stop. A transformation programme is bought by someone who has to stand in front of other people and defend the decision, often months after first hearing the name.
The inherited site was a browser-rendered single-page app. For a short, impulsive purchase that is survivable. For a sale where the buyer reads for weeks before making contact, it was actively in the way.
What a senior buyer actually does
They read. Then they read the competitor. Then they come back, usually on a different device, and look for the specific thing they could not find the first time. Then, if they are serious, they send a link to a colleague.
A website built for that behaviour needs depth, and it needs the depth to be navigable. The common failure is a site that answers the question “what do you do” brilliantly and the question “how exactly would this work for us” not at all.
The middle: what we actually built
1. Build the structure around the engagement, not the org chart
The site is organised around three pillars: assess, transform, elevate. That is roughly how the work actually runs, which means a prospect reading it is being walked through the shape of an engagement rather than a list of the capabilities the business happens to own.
Service lists describe the supplier. Pillars describe what happens to the customer. Only one of those is persuasive.
2. Give it genuine depth, 50 pages of it
This is the largest site in the group estate, and deliberately so. Enterprise buyers leave thin sites, because thin reads as inexperienced. The constraint we held was that every page had to answer a question a real buyer asks. Padding a site to look substantial is obvious from the outside and it dilutes everything around it.
3. Keep it static underneath
Every one of those 50 pages is server-rendered and arrives as finished HTML. React islands are used only where an interaction genuinely needs them.
This is the part most agencies get backwards. They reach for a framework first and then spend the project fighting its performance. Starting static and adding interactivity in specific places means a 50-page site loads like a 5-page one, and all of it is legible to search and answer engines.
4. Keep it out of the support business’s lane
Elevance and Stiperstone Managed Services are owned by the same group and sell to overlapping organisations, but not to the same person. Enterprise transformation and day-to-day IT support are kept on separate domains with separate propositions and separate target searches, so they do not compete with each other in the results.
5. Speak in outcomes
The content is written against business outcomes rather than technology lists, because the person approving the spend is rarely the person who will operate the result. A list of platforms persuades an engineer. A clear statement of what changes in the business persuades the person signing.
The end: what it left them with
Fifty static pages aimed squarely at a senior, sceptical, slow-moving buyer, running on the same stack and standards as the rest of the group estate while keeping its own domain, its own voice and its own search terms.