Web Development
Industry-leading cloud-based payroll and human capital management provider Paylocity needed a website overhaul to align with their rebrand and resolve ongoing usability challenges. Marcel Digital approached this project with a data-driven strategy, ensuring every decision - from UX design to SEO migration - was focused on enhancing visibility, streamlining the user journey, and empowering Paylocity’s marketing and sales teams.
The Challenge
Paylocity partnered with Marcel Digital to rebuild its website in a way that reinforced its new brand identity while dramatically improving usability, performance, and search visibility. Stakeholders highlighted several critical issues holding the site back, all while the project required coordination across multiple teams and a fast-paced delivery timeline.
Outdated User Experience & Navigation
Prospects struggled to find relevant content due to complex navigation, slow page performance, and low mobile engagement.
Inefficient Content Management Workflow
A cumbersome CMS made updates difficult, slowing down internal teams and limiting the ability to scale content.
Disconnect Between Brand & Digital Experience
The website failed to reflect Paylocity’s refreshed brand identity, leading to inconsistent messaging across the customer journey.
High-Stakes SEO Migration Requirements
A redesign of this scale demanded a meticulous SEO strategy to protect existing rankings and ensure continued inbound lead generation.
The Analysis
To understand the core challenges and create a website that supported Paylocity’s growth goals, Marcel Digital grounded the project in research, collaboration, and data. Our UX, development, SEO, and analytics teams partnered closely with Paylocity stakeholders through ongoing strategy sessions to align priorities, validate assumptions, and ensure the new site would strengthen lead generation and sales enablement.
Translating the Rebrand Into a Cohesive Digital Experience
With a refreshed brand identity, the website needed to fully reflect Paylocity’s new positioning.
Logos, typography, color systems, and layout patterns were evaluated to ensure consistency with brand guidelines.
Close collaboration with marketing and brand teams ensured the site communicated Paylocity’s value proposition with clarity and cohesion across every touchpoint.
Driving UX Improvements Through User Behavior Analysis
Hotjar and UX research uncovered how users interacted with the previous site and where friction occurred.
Heatmaps, clickmaps, and scrollmaps identified engagement trends and drop-off points.
User videos and surveys revealed navigation challenges and content gaps.
These insights guided improvements to user flows, navigation structure, content hierarchy, and calls-to-action to create a more intuitive, conversion-friendly experience.
Protecting Organic Visibility With a Strategic SEO Migration
A redesign of this scale required careful SEO planning to avoid traffic loss and preserve Paylocity’s strong organic presence.
Using Google Analytics, SEMRush, and Majestic, we analyzed high-value pages, keyword rankings, backlink profiles, and growth opportunities.
A comprehensive 301 redirect plan and refined on-page SEO ensured search equity was maintained while setting the foundation for ongoing organic growth.
The Solution
With research and stakeholder insights in place, Marcel Digital executed a comprehensive website transformation centered on clarity, usability, and long-term scalability. The approach focused on strengthening Paylocity’s brand expression, improving navigation and performance, and safeguarding the company’s organic search presence throughout the migration.
Data-Driven Information Architecture
The site’s navigation was completely restructured using analytics insights and stakeholder input to better align with Paylocity’s Ideal Customer Profile.
Clear pathways for Who We Serve, Our Products, Resources, Who We Are, and Careers
Content grouped by user intent for faster discovery and conversion
A navigation system built to improve usability while reinforcing SEO performance
Brand-Aligned, User-Centric Experience Design
Marcel Digital collaborated closely with Paylocity’s branding and design teams to ensure the new site reflected the company’s refreshed identity and supported intuitive user journeys.
Full alignment with new brand guidelines
Simplified, user-friendly layouts and clear CTAs
Mobile-optimized frameworks to improve accessibility across devices
SEO-Safe Migration & Analytics Modernization
To protect Paylocity’s search authority and ensure precise performance tracking, SEO and analytics were core to the rebuild.
A full SEO migration including content analysis, redirect mapping, and on-page optimization
A complete analytics migration into Google 360 with custom event tracking and real-time dashboards
A clean, accurate data foundation enabling Paylocity to monitor engagement, lead generation, and site performance with confidence
The Results
The impact of Paylocity’s new website was immediate and measurable. Within three months post-launch, they experienced:
43% increase in organic traffic
Higher engagement rates due to improved UX and streamlined content
Stronger lead generation performance with better-optimized conversion paths
The new website is more than just a digital refresh - it’s a powerful marketing and sales enablement tool that continues to drive measurable business impact.
Our collaboration with Paylocity didn’t end at launch. Our SEO and analytics teams continue to provide strategic insights, helping them capitalize on opportunities for ongoing growth and digital transformation.
