For a B2B consultancy firm like Growthink, the website is more than a digital presence. It’s a core engine for leads, referrals, and client confidence.
Their existing site had been online for years, built up through consistent publishing and targeted SEO efforts. It contained hundreds of pages, covering everything from industry-specific landing pages to detailed service descriptions. The site performed well in search engines, but visually it was dated, text-heavy, and difficult to navigate.
In B2B web design, a site must do more than look modern, it has to clearly communicate expertise, build trust, and guide decision-makers efficiently. Every design choice, from layout to content hierarchy, plays a role in supporting leads and conversions.
This case study explores how Mowgli redesigned Growthink’s 700+ page website with a fresh, modern identity while carefully maintaining its strong search presence and structural stability.
Understanding the client: Growthink’s role and reputation
Growthink is a leading business consultancy firm in the United States with decades of experience helping entrepreneurs and companies develop business plans, raise capital, and grow effectively. They work across multiple industries and tailor their services to the unique challenges of each sector.
Their website was an important asset as it served not only as a marketing tool but also as a reference hub for clients and a lead generator for new business. Over the years, it had grown to hundreds of pages, performing well in search engines but becoming increasingly difficult to navigate. The visual design was dated, layouts were inconsistent, and visitors struggled to find key information. Growthink knew that a redesign was essential, but it had to be handled carefully to preserve SEO value, maintain trust, and reflect the professionalism of the brand.
What made Growthink an exciting client for us:
- A large-scale project with hundreds of pages and significant SEO considerations
- Working with a legacy brand where trust and visibility were essential
- Revitalising the website’s design and usability
- Collaborating on multiple projects through partnership
The Challenge: redesign without disruption
From the outset, it was clear this project wasn’t going to be a “tear down and rebuild”. Growthink’s site was deeply entrenched in search rankings, and disrupting URLs, page structures, or content hierarchy could cause significant damage to organic performance.
We identified three core challenges for the project:
SEO stability. Any redesign had to preserve the existing structure, URLs, and conventions that underpinned the site’s strong search performance. Breaking links or reconfiguring hierarchies would risk undoing years of investment.
Scale. With hundreds of landing pages, a page-by-page redesign was neither realistic nor strategic. We needed a scalable solution that modernised the look and feel without requiring manual updates to every page.
Modernisation. The key templates (homepage, service pages, about pages, and select industry-specific pages) needed to feel professional and modern with improved navigation and visual appeal.
Gianpaolo from Mowgli said “With 700–800 pages, it was impossible to redesign manually. We needed templates and styles that could be applied in bulk, without affecting the SEO structure or creating inconsistencies in the design.”
Growthink didn’t just need a new look, they needed a design system that could manage a large site while keeping every page consistent and functional.
Strategy: preserving what works while improving what doesn’t
We approached the project with the principle of balance. Our aim was not to replace Growthink’s site but to evolve it, ensuring that improvements enhanced the user experience and visual design without compromising the foundations that had long contributed to its SEO success. The strategy focused on:
Template-driven redesign. We created flexible templates and global styles that could be applied across hundreds of pages. This ensured consistency at scale, allowed for bulk updates, and made it easier for Growthink’s team to manage content internally without needing constant design support.
Content hierarchy improvements. Approximately ten high-impact pages were restructured to improve information flow, clarity, and conversion potential. This included the homepage, service pages, and about page. The broader content library remained intact, preserving its value as a reference hub and lead-generation tool.
SEO preservation.The existing site structure, URLs, metadata, and H1/H2/H3 hierarchies were carefully maintained. Since Growthink’s content already followed SEO best practices, the redesign could be layered on top of the existing structure, ensuring that Google indexing, readability, and rankings remained uninterrupted.
Visual identity refresh. Instead of overhauling the brand, we updated typography, colour palette, and imagery styles to give the site a contemporary look while staying true to Growthink’s established identity.
This approach allowed us to modernise the website without breaking the foundations that had made it successful. The result was a site that looked contemporary, functioned efficiently, and preserved the trust and authority Growthink had built over decades.
Execution: bringing the redesign to life
1. Updating the homepage and core pages
The homepage was completely rethought to better represent Growthink’s value proposition. Instead of long paragraphs and outdated styling, the new design emphasised clarity, visual hierarchy, and strong calls-to-action.
The homepage was redesigned to better communicate Growthink’s value proposition. Long blocks of text were replaced with clear, concise messaging, visually defined sections, and strong calls to action. Service pages were structured for readability and conversion, and the about page highlighted Growthink’s credibility and expertise in a more compelling, modern format.
2. Creating scalable templates
The bulk of Growthink’s site consisted of industry-specific landing pages. Rebuilding these individually was impractical, so we designed flexible templates that standardised typography, layout, and content flow.
This allowed hundreds of pages to be modernised at once and gave Growthink’s internal team the tools to manage and expand the site without needing constant design intervention.
3. Refreshing Visual Identity
We introduced a contemporary colour scheme, modern fonts, and a refined imagery concept. These updates improved readability, strengthened brand consistency, and made the site visually appealing without disrupting the existing structure. As Gianpaolo Faccini observed, “The visual refresh had to feel modern, but we couldn’t make a sudden jump in style that would break the site’s existing SEO or design balance.”
4. Collaborative process
Effective communication was essential, especially across time zones, often asynchronously. One of Growthink’s founders was closely involved in the process, providing detailed, actionable feedback. This level of collaboration allowed us to iterate quickly and maintain alignment throughout the project, ensuring both design quality and operational efficiency.
The Outcome: A Transformed Digital Presence
The redesigned Growthink website now offers a fresh, modern identity while preserving its search engine performance. Key improvements include:
- A more intuitive navigation and site structure that makes content easier to find
- Consistent visual design across all pages, reflecting Growthink’s professionalism and expertise
- Modernised templates that streamline content updates and support future growth
- SEO-friendly page structures that retain the strong search engine performance of the legacy site
The project demonstrates that a thoughtful, collaborative approach to B2B large-scale website redesign can deliver a site that is visually appealing, easy to manage and strategically effective.
Key takeaways: what this project shows about B2B web design
The Growthink project highlights several critical lessons for redesigning B2B websites:
SEO is non-negotiable. For sites that drive lead generation, rankings are invaluable. Redesigns must work with, not against, existing SEO performance.
Scale requires systems. Hundreds of pages can’t be redesigned manually. Template-driven approaches make large-scale updates manageable and sustainable.
Design reflects reality. Modern design is strategic, as we explain in Why Visual Identity Matters. A consultancy’s reputation and credibility should be evident from the first interaction, and visual refreshes should reinforce this perception.
Collaboration drives success. The close partnership between Mowgli and Growthink allowed for quick iteration, clear feedback, and an outcome that worked for both sides.
B2B web design requires a balance between aesthetics and strategy. A site should reflect the professionalism of the business, support complex information needs, and make it easy for clients to navigate, understand, and engage with services, all while scaling effectively.
Conclusion
The Growthink redesign also created opportunities for additional collaboration. Following the successful launch, Mowgli worked on multiple projects with the client, including a one-page AI business plan generator and other specialised platforms. These projects allowed for greater creative freedom while building on the design principles established in the main site refresh.
Redesigning a B2B consultancy website with hundreds of pages is a complex undertaking. It requires a strategy that balances preservation with innovation, scale with specificity, and aesthetics with functionality.
Through our work with Growthink, we demonstrated that it’s possible to modernise a large, content-heavy site without sacrificing performance. The result was a transformed digital presence, one that reflects Growthink’s expertise, builds client trust, and positions the company for sustainable growth.
At Mowgli, we don’t see redesigns as cosmetic updates. We see them as strategic opportunities to align a business’s digital presence with its vision and values. Growthink’s site is a prime example of that philosophy in action.
Ready to modernise your B2B site without compromising SEO or scale?
Let’s talk about how Mowgli can help you design a digital presence that grows with your business.
