Case study · Website rebuild & SEO
A recruiting firm’s website, rebuilt to be found.
The STORY Group had an aging Wix site: slow on mobile, and turning up for little beyond its own name. Here’s the rebuild, and what the first three months looked like.
62
Before
98
After
The challenge
The STORY Group’s site was an aging Wix build. It had the usual pages — home, about, team, services, partners — but the homepage was thin, and there were no dedicated pages for the three areas the firm specializes in: finance, supply chain, and procurement. Those are the pages that would need to rank, and they didn’t exist.
It was also slower on mobile, and page speed is one of the signals Google weighs, so a slower site gets held back in results against faster competitors. On top of that it carried no analytics at all, so there was no way to see what was working. To Google, the firm was hard to find for anything but its own name: most of the search traffic it did get came from people already looking for The STORY Group. Someone searching "supply chain recruiter in Toronto" wasn’t landing on them.
What I did
I rebuilt the site on a fast, modern foundation the firm owns outright, with no monthly platform fees and no template ceiling. It added dedicated pages for each specialization, so finance, supply chain, and procurement can each be found and rank on their own. It’s built with the structured data and clean markup that help Google and AI assistants understand the firm, and it’s quick to load.
It’s also measured properly for the first time, with analytics, Search Console, and separate contact forms for candidates and for companies hiring, so decisions run on real data rather than guesses. Ian brought the knowledge of his business and his market; I brought the build and the systems. We shaped it together.
What happened
The first three months point in the right direction, with the caveat that this is a boutique firm with a Canadian audience, so the numbers are modest in absolute terms.
- 98/100 mobile speed (100 on desktop), up from 62. Anyone can check it by running storygroup.ca through PageSpeed.
- The forms now capture real inquiries the old site couldn’t track at all: mostly candidate résumés, and the first inquiries from companies looking to hire.
It’s also started turning up for the supply-chain, procurement, and logistics searches the old site used to miss, though it’s early days and most of that is still on page two. It ranks first for the firm’s own name, and the next step is moving those higher-intent pages onto page one.
“What stood out wasn’t just the website, it was the strategic thinking behind it. From the outset, Colin’s approach aligned with our mission of leveraging data, analytics, & technology. Every recommendation had a clear purpose, and the improvements were noticeable almost immediately. Our site is significantly faster, our search visibility has grown substantially, and we’re now receiving and tracking inquiries that we simply weren’t before. The end result has given us a much stronger online presence and a better platform for attracting both candidates and clients.”
Ian O’Reilly — President, The STORY Group
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