Flare’s marketing outpaced its website, so we fixed the website
Flare HR helps Australian employers attract and engage people through onboarding and employee benefits. It is now part of MYOB, and Flare says more than 100,000 Australian businesses use it for onboarding and benefits.
In a business that runs on campaigns, the website sets the pace. Flare’s was setting a slow one.
This account draws on WP Creative’s published Flare HR delivery record. Reported outcomes describe that engagement; they are not a forecast for another website.
The result, in three numbers
+107.7% estimated organic traffic.
From 5,673 a month to 11,782 a month, 16 months apart.
8+ custom modules.
Reusable components built for the marketing team, as reported in the public case.
50+ landing pages
created or redesigned for campaigns.
Source: WP Creative case study data. The traffic figures are Ahrefs estimates of monthly organic traffic, comparing two single months, 16 months apart. They are not analytics visits. The separate new-user increase is omitted here because the source tool and event definition are not established. The public case independently supports the module and page counts.
The commercial problem
Fast-growing fintech companies launch a lot. Product announcements, campaigns, partnerships, research. Each one needs pages, and each page needs to be fast.
Flare’s website had a cluttered backend: outdated themes, redundant plugins and more than one page builder. Pages loaded slowly. Updates were hard. And the support they had could not keep up with the pace of a fintech marketing calendar.
The cost was not technical. It was delayed campaigns, missed opportunities and leads that slipped through while the website caught up.
The call we made
1. Clean up without stopping the business. Over the first four months, my team worked alongside Flare’s marketers to remove unwanted themes and plugins gradually, migrate to a streamlined theme with rigorous testing, and lift page speed across the site. No big-bang relaunch. Campaigns kept running.
2. Become part of their team, not a ticket queue. We formed a dedicated Flare and WP Creative team that worked as an extension of the in-house marketers, with weekly meetings and a project manager they could rely on.
3. Build the system, then ship the pages. Instead of hand-making every page, the team built 8+ custom modules and a theme the marketers could use. That is what made 50+ landing pages and 30+ site pages possible.
Two bigger builds sat on top:
- A content hub for employers and employees, with advanced filtering and search.
- The National Employee Benefits Index, Flare’s interactive index of insights from 1,500 Australians on benefits and pay across sectors.
“Your marketing team feels the website in one way: how long it takes to get something live. Fix that and everything else gets easier.”
Nirmal
What changed
| Before | After | |
|---|---|---|
| Backend | Outdated themes, redundant plugins, several page builders | One streamlined theme with custom modules |
| Speed | Slow, holding campaigns back | Improved across the site |
| Campaign pages | Slow to produce | 50+ landing pages, 30+ site pages |
| Estimated monthly organic traffic (Ahrefs) | 5,673 (first month) | 11,782 (16 months later) |
In their words
“I would recommend WPC in a heartbeat!”
Excerpt from Minsha’s testimonial, as published in the delivery record. No wording has been added to this sentence.
Minsha Mueen, Digital Marketing Manager, Flare
What I learned
1. Speed of execution is a marketing metric. Page speed matters. The speed at which your team can ship a page matters more.
2. Systems beat hand-made pages. Fifty landing pages is a production line, not fifty projects. Build the modules once.
3. Embed, don’t outsource. The best results came from working as one team on one calendar, not from tickets thrown over a fence.
Work with me
If your campaigns are waiting on your website, let’s fix the bottleneck. This is how my team works as embedded WordPress developers and ongoing website support for SaaS and fintech marketing teams.