Case Study: MH Consulting Group
MHC’s Digital Transformation: From Founder-Led Brand to Recognised Consultancy
The Challenge
Mary Haines, founder of Mary Haines Consulting (MHC), came to Vanessa at Intuition Communications to re-establish the business’s brand and digital footprint. Mary wanted to shift the focus from herself as the face of MHC to a consultancy brand that reflected her team’s collective expertise.
What began as a website refresh evolved into a full transformation — a new name, new URL, and a website built from the ground up.
The impact? Within weeks of launch, MHC won a new client Mary had been targeting for four years, and website enquiries via the Contact Page more than doubled.
The Solution
Through brainstorming, competitor analysis, keyword research, and workshops with Mary and her team, it became clear this wasn’t just a website rebuild — MHC needed a new brand.
Mary had planned to transition to MH Consulting Group, but the name was cumbersome and inconsistent with how the team referred to themselves: MHC. Vanessa recommended a shift to MHC Group with a consistent, professional URL: mhcgroup.com.au.
From there, Vanessa guided Mary and her team through the Intuition Process, mentoring them through every stage of their rebrand and rebuild.
The Process
Audit & Insights
Vanessa began by auditing MHC’s old site, uncovering issues that were holding them back:
No sitemap, so Google wasn’t indexing the site
Missing H1 tags, making it hard for new clients to discover them
Generic page titles and meta descriptions that blended into search results and blocked potential clients from finding the right information
Case studies that were only 1–2 lines long, failing to showcase expertise
Inconsistent design and formatting across pages
This analysis revealed exactly what worked, what didn’t, and why MHC needed a complete digital elevation to ensure their online presence spoke to their industry reputation!
Seventy per cent of a website rebuild is strategy and content creation. Twenty per cent is design. The final 10 per cent is development.
The next two steps lay the foundations for the final 30 per cent of a project.
Strategy & Research
Over two weeks of in-person and online workshops, Vanessa worked with MHC to:
Conduct competitor analysis and keyword research
Refine brand positioning, values, and key messages
Develop a 30-page Website Strategy Brief to serve as the roadmap for the project
Site Structure & Content
Vanessa created a Miro board to map the new navigation, showing MHC how each page sat within the site and supported user needs and business goals.
Next came wireframes, which outlined content placement, imagery, and calls-to-action to improve the user journey.
With wireframes approved, Vanessa:
Briefed Palient Design, MHC’s design agency on branding, look and feel, key messages, and required assets (icons, schematic models, updated org charts, service stream branding)
Produced detailed Content Briefs for each page, including purpose, SEO keywords, existing resources to leverage, and strategy tips
Drafted content templates in collaboration with MHC, balancing their voice with SEO best practices
Finally, she created a Technical Specification document detailing functionality and user experience requirements, setting the stage for development.
Vanessa project-managed the WordPress build, ran a pre-launch technical audit, and ensured every final detail was perfected before launch (even though at the time she was travelling around Australia with her family in a caravan!).
The Solution in Action
The result was a full rebrand and digital rebuild, including:
New brand identity: MHC Group
New brand-consistent URL and website: mhcgroup.com.au
Clear site architecture and professional design
Content that highlighted the team’s expertise and credibility
Optimisation for visibility and lead generation
The Outcome
MHC’s new digital presence elevated them from a founder-led consultancy to a respected group brand. Post-launch results included:
A new client that Mary had been targeting for four years
Contact Page enquiries more than doubled
Longer time on site, showing stronger engagement
The website now acts as both a credible and trusted resource that Mary uses in conversations with prospective clients.
