Building a Lead Generation Engine from Scratch - The Hire Central Story
Introduction
When Hire Central first came to us, they weren’t short on ambition — they were short on alignment. The HR tech startup had a powerful product redefining how companies hire. But behind the scenes, their digital presence was scattered, their lead data lived in spreadsheets, and their growth felt more reactive than strategic. They needed more than just a new website. They needed a system that could think, scale, and sell. That’s where Papers & Pens stepped in.
/ Platform
SanityHubspot
Background
Hire Central is an intelligent Application Tracking System designed to redefine the recruitment experience from start to finish. By automating repetitive tasks and providing deep, actionable insights, its AI-powered platform empowers HR teams to focus on what truly matters: finding and hiring the right people.
Goal and Objectives
Hire Central wanted more than just a new website — they needed a system that could help them attract the right clients, manage leads better, and grow faster.
Together, we set out to:
- Create a clear and consistent brand voice across all digital channels.
- Build a website that generates leads, not just one that looks good.
- Establish a centralized hub for marketing and data to track every interaction in real time and follow up.
- Set up a long-term growth plan that helps the team work smarter and stay focused on results.
The goal was to make Hire Central’s digital presence as smart and efficient as their product.
Research & Analysis
Our audit showed that Hire Central’s digital presence didn’t clearly communicate its value to the Ideal Customer Profile (ICP) — HR leaders and business owners seeking efficiency and scalability in recruitment. Messaging across touchpoints was fragmented, and there was no unified hub to capture or nurture leads. Critical brand assets were scattered, making it difficult for prospects to understand the platform’s full capabilities.
We built a strategic roadmap to fix that: clear value messaging, CRM automation, and scalable content designed to grow with the product and market.
Design Process
Papers & Pens took a phased approach to help Hire Central build not just a website, but a growth-ready system.
- Phase 01: Foundation — A responsive 10-page site with SEO, professional copy, and full CRM + CMS integration for lead management.
- Phase 02: Growth Engine — Multi-channel content, case studies, blogs, gated downloads, and automated nurturing to drive B2B leads and LinkedIn presence.
Phase 03: Framework — Editorial calendar, messaging system, and ongoing CRM support to sustain engagement and scale with the business.
Implementation
Tech Stack:
- Next.js for fast, SEO-friendly performance
- Sanity CMS for scalable content updates
- HubSpot CRM for lead tracking and automation
Execution:
In just two months, Papers & Pens transformed Hire Central’s branding into a full digital growth engine, launching a responsive website, CRM workflows, automated emails, and integrated content funnels. Every page and campaign worked as one system to drive leads and connect marketing with sales.
Thought Leadership:
We built ongoing credibility through strategic content — case studies, blogs, and LinkedIn posts, positioning Hire Central as a leading voice in recruitment tech and attracting enterprise clients.
Results
After implementing the new digital strategy, Hire Central achieved remarkable changes:
- A cohesive, professional brand that commands attention and trust.
- A website that converts — now the centerpiece of all marketing efforts.
- A content engine that attracts ideal clients and nurtures them seamlessly.
- Centralized analytics that empower smarter decisions in real time.
- And most importantly — a marketing system that finally works for the team, not against it.
Ebook
Video
Conclusion
The true difference-maker was the synergy between strategy and execution. Papers & Pens didn't just deliver a website; we delivered a comprehensive digital ecosystem. We acted as a true partner, ensuring every design element and piece of content served the core business goal: sustainable growth.
For Hire Central, that meant transforming digital chaos into clarity and turning marketing from a manual effort into an automated advantage. Now, every click, every lead, and every message serves a bigger purpose: growth that lasts.
Our Customer Say
Papers & Pens pride ourselves on delivering excellent service and products. Here’s what our valued customers say about their experiences with us.
Praise for Chloe: Giving More Insight into CRM Data “Helping the Marketing Department with creating Dashboards to better understand the Minefield of data from all different sources. Painting a slightly clear picture little by little... Thanks for your help!”
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