Blue & Co. launched two HubSpot microsites, including a job board its recruiters control
The Customer
Blue & Co. is a CPA and business advisory firm with offices across Ohio, Kentucky and Indiana. Its corporate website spoke to clients. Two other audiences had no site of their own: the candidates its HR and talent acquisition teams recruit, and the owners its Blue Value Advisors team helps plan a business exit.
The firm had onboarded to HubSpot with Lynton earlier in 2022. In August of that year it came back for two microsites, careersatblue.com and bluevalueadvisors.com. Each was scoped to ten pages and two templates, a homepage and a flexible interior page, with ten pages of copywriting per site.
The Challenge
The careers site had a specific brief. Blue wanted it to feel inviting and photo-led, with a friendly culture showing through, and it wanted candidates to browse open positions on the site itself. The firm’s applicant tracking system, ADP, could supply the listings through an embedded frame. That frame could not be styled to match the design, and whether it could be filtered by office and experience level was never confirmed.
The Blue Value Advisors site had a different job. It had to explain how the team works, introduce the advisors, lay out the paths an owner can take out of a business, and move a visitor toward one offer, a business risk analysis.
Both sites had to fit a tight scope.
The Solution
We ran discovery for each site separately: a brief, a review of the firm’s existing site, a look at competitor sites for each audience, and sitemap and template recommendations that fit the page cap.
For the careers site we designed a homepage and a flexible interior template on Lynton’s starter theme for HubSpot CMS. The homepage opens on an Apply Now hero, then a stats bar, a video section, tabs for Experienced Hire, Campus & Internships and Seasonal roles, a second set of tabs for the practice areas, and a custom Application Process module that walks a candidate through each step. Testimonials sit on the homepage and the Why Blue page.
The job board is the piece that made the site worth building. We reviewed ADP’s documentation first, then built the Job Openings module on HubDB, the platform’s database tables. The recruiting team adds a row with the job title, location, experience level, description and the link to apply in ADP. A status column, Open or Closed, publishes or removes the listing. Candidates search by title and filter by ten office locations plus remote, and by two experience levels, Experienced Hire or Campus. Applications still go through ADP, so the hiring process behind the site did not change. An office map module shows the firm’s offices in a grayscale style with pins in the firm’s blue.
The copy came from interviews with Blue’s subject-matter experts for each site. For careers we wrote Why Blue, Experienced Hires, Practice Areas, Audit & Assurance, Campus, Contact, the Application page, an Ohio page and the FAQ, and reviewed the pages Blue’s own team drafted for Tax, Business Advisory, Healthcare Consulting, Support Staff, Industries, Kentucky and Indiana. Five custom icons illustrate the benefits the firm wanted to lead with, from hybrid work to peer coaches and mentors.
For Blue Value Advisors we designed a mega menu with two calls to action, Take Business Assessment and Talk to an Advisor, a services module, a tabbed Our Process section, a team card grid, testimonials, a related resources carousel, and a newsletter sign-up in the footer. The logo slider shows logos in grayscale and brings each to full color on hover. One flexible template holds every homepage and interior module, and a HubDB resources listing and blog template give the team somewhere to publish. We wrote Why BVA, Our Process, the three exit paths (family, key employee and third-party transitions), Business Risk Analysis, Business Valuation, Business Advisory Services and the Talk to an Advisor page, and drew twelve custom icons for the team’s accreditations, education, associations and benefit statements.
We entered 17 careers pages and 10 advisory pages, ran two rounds of client testing on each, set up Google Analytics, Tag Manager and Search Console, and trained the client’s team. Both sites went live in February 2023, about six months after kickoff.
In December 2024 Blue asked for one more thing. We added JobPosting structured data to the job openings module, the markup Google looks for before it shows a listing in its jobs results.
What They Got
The recruiting team can post a job, close it, and have it appear in a filterable list that matches the rest of the site, with ADP still handling every application. Candidates can narrow the list to their own city or their experience level.
The advisory team has a site that explains exit planning in its own words, puts the business risk analysis in front of every visitor, and has a resources library and blog ready to grow.
Both run on templates the firm can extend itself.
Wrapping Up
The standard on this job was to build only what each audience needed, write it from the people who do the work, and leave the firm with templates and tables it could run without us. Lynton now builds AI-native websites on open infrastructure; see our current work at /case-studies.