The Challenge
Accredited Labs, a parent company with over 10 regional businesses, faced the challenge of efficiently creating and managing unique, optimized websites for each child company under a tight deadline. Many existing child sites were minimal, lacking content and a consistent brand voice. The goal was to establish a centralized management system (HubSpot business units), refresh the main Accredited Labs site, and rapidly develop a unique online presence for each subsidiary without duplicating content, all before World Metrology Day.
The Solution
Our team implemented a multi-faceted approach leveraging HubSpot business units for centralized management and AI-powered content repurposing through Copilot to meet the tight deadlines and content demands.
- HubSpot Brand (Business Unit) Setup: We configured business units within Accredited Labs' HubSpot portal, enabling individual optimization and management for each child company's website under the parent umbrella.
- Parent Site Refresh & Linking Strategy: The main Accredited Labs website received a new homepage and a robust linking strategy to connect it to all subsidiary domains via a central "companies" listing page.
- Content Strategy & Brand Voice: We conducted thorough keyword research and competitor analysis to inform a long-term content strategy and developed a cohesive brand voice integrated across all sites.
- Efficient Content Repurposing with Copilot: To create unique content rapidly for over 10 sites, we started with foundational content from one initial child site. We then worked directly with each business to understand their specific value propositions. Copilot was heavily utilized to rewrite and customize content, particularly for common sections, ensuring uniqueness and alignment with each business's needs while maintaining the overall brand voice.
- Rapid Deployment: Websites were rolled out on a weekly basis, achieving two sites every two weeks, from February through May, meeting the critical deadline.
The Results
This strategy resulted in 14 optimized child websites, an enhanced parent site, and a scalable content approach, significantly improving Accredited Labs' digital footprint and operational efficiency.
