HLR Website Redesign

HLR Engineering

Category: Website Development


Hampton, Lenzini and Renwick, Inc. (HLR) required a new, fresh website design to reflect its updated branding and to increase the firm’s online presence in a very competitive industry.
CHI was chosen to design and develop a search engine optimized website that reflected HLR’s new branding elements and visuals while increasing usability, organization, functionality and attractiveness.


CHI performed a website ranking baseline to determine HLR’s current rankings among the top three search engines, Google, Yahoo! and Bing. CHI then performed comprehensive keyword research to determine the right keywords for HLR’s services and capabilities in its target markets. Based upon a refined keyword list, CHI developed a new site architecture that would complement SEO and increase the ease of navigation for the user.

CHI developed multiple concepts for graphic-user interface (GUI) that offered HLR a clean, professional look/feel with eye-catching, innovative design elements. Based on feedback from HLR, CHI refined the chosen design that perfectly balanced the client’s vision with CHI’s insight into best design practices and SEO.

CHI developed the GUI for the home page, interior landing pages and quote form. The agency also coded the front end of the design utilizing HTML5 and CSS2/3. ExpressionEngine was used to build the super-efficient content management system (CMS) for the website so that the client would have the ability to consistently update and refresh the site with new content.

Concurrently, CHI’s team of writers composed SEO content for the new landing pages which struck the balance of quality, compelling writing with keyword implementation. Content was developed based on a content guide that included the primary and secondary keywords to be used. CHI also included the metadata such as URLs, title tags, H1s, H2s and meta descriptions within this content guide as well.


The new HLR website offers a clean, attractive look/feel that is divergent from their original website design and congruent with their current brochure branding elements. The site features on-site SEO that adheres to the industry’s best practice and Google’s Webmaster Guidelines and boasts an efficient, organized navigation that caters to the website visitor’s ease of use. CHI also received a 2012 MarCom Platinum Award for the HLR website.

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