PARA Consulting Website Redesign

The Starting Point

PARA Consulting came to us during a pivotal moment in their growth.

As they shifted from Para Business Systems Consulting to PARA Consulting, their brand had outgrown their current website. Although their expertise was profound and their consulting work highly strategic, the site itself appeared overly technical, visually cold, and hard to navigate. Extensive white space, inconsistent design elements, and a rigid grid layout made the experience feel more like software documentation than a reliable consulting partnership.  

The challenge was how to present everything PARA wanted to say in a way that felt modern, intentional, and human.

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Our Goal

The goal of the redesign was simple in concept but difficult to carry out: create a website that shows PARA as a strategic partner. To be clear, professional, and approachable while keeping the technical quality their clients rely on. This required rethinking both the visual system and the technical foundation of the site at the same time.    

Designing for People, Not Systems

From a design perspective, the focus was on trust.

The previous site leaned heavily into technical visuals with blue grids, heavy icons, and stock imagery that didn’t reflect PARA’s consulting relationships or human impact. The redesign shifted the tone entirely.

We introduced a refined visual system grounded in:

• Clean, modern consulting aesthetics

• Strong typographic hierarchy for easy scanning

• Human-centered photography to build connection

• Simplified iconography and consistent UI components

Every element (from service cards to navigation, buttons, testimonials, and section layouts) was rebuilt as part of a cohesive design system. Spacing, alignment, and component consistency were treated as first-class design decisions, not afterthoughts.

The result is a site that feels polished and professional, and no longer cold or rigid. It invites users in and guides them through PARA’s story with intention.

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Rebuilding the Foundation

While the design established the visual narrative, the development work focused on structure, accessibility, and long-term performance.

The site was rebuilt in Webflow, allowing for flexibility in layout while maintaining a clean, maintainable codebase. From a technical perspective, the work centered around making the site easier to navigate not just visually, but structurally.

Key improvements included:

• Reworking heading hierarchy for logical content flow

• Implementing semantic HTML for better accessibility

• Adding meaningful alt text to images

• Cleaning up site structure to improve readability and SEO

• Optimizing images for faster load times

In addition to the core site, we built a dedicated micro-site for PARA’s Ramp-to-Odoo integration, complete with its own knowledge base and supporting content. This allowed PARA to showcase a specific integration offering without cluttering their primary site architecture.

Analytics and insight tools, including HubSpot forms and tracking, Google Analytics, Google Search Console, and Hotjar, were integrated to support ongoing measurement and optimization.

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Balancing Evolution with Familiarity

One of the biggest challenges of the project was evolution without disruption.

PARA’s brand needed to move forward, becoming more consulting-focused and human without alienating existing clients who recognized the original identity. The solution was careful refinement rather than reinvention.

By pairing people-focused imagery with structured layouts, and warmth with clarity, the new site bridges the gap between PARA’s technical expertise and their role as a trusted strategic partner.

Consistency across devices was achieved through a component-based system, ensuring the experience feels intentional and cohesive on desktop, tablet, and mobile.

The Result

PARA Consulting’s website feels like an accurate reflection of who they are.

• Services are easier to understand and scan

• The brand feels modern, credible, and confident

• The site is more accessible, structured, and performance-optimized

• Technical depth and human connection now coexist naturally

The site now supports PARA’s growth instead of holding it back.

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Why This Project Matters

This project represents what we do best:

Translating complex expertise into clear, thoughtful digital experiences without losing personality, precision, or purpose.

The PARA Consulting redesign wasn’t about adding more; it was about clarifying what already mattered and building a system that could support their next phase of growth.