In 2023, we developed a custom HubSpot theme for Counter Tax Litigators LLP based on their provided designs.
The project included a new theme framework, reusable modules, global site elements, landing and website templates, team pages, blog updates, system templates, and performance-focused development.
Three years later, the site has continued to evolve significantly—adding new content types, navigation structures, case studies, insights, capabilities, and institutional content without requiring another platform rebuild.
Counter Tax came to us with a new visual direction and page designs, but needed the development framework to turn those designs into a maintainable HubSpot website.
This wasn't just a homepage build or a handful of custom templates. We rebuilt the underlying HubSpot theme so their team would have a flexible system they could continue using as the website evolved.
We started with an existing theme foundation and customized it heavily around Counter Tax's brand, layouts, content requirements, and designs. The project included new theme settings, global elements, reusable modules, website and landing page templates, blog functionality, and HubSpot system pages.
The original development included:
One particularly important change was moving Counter Tax's team content away from its previous blog-based structure and into proper website pages and individual profile pages, giving the firm a cleaner and more flexible content architecture.
Performance wasn't something we planned to address after launch. It was considered while the theme was being developed.
The build included techniques such as lazy loading below-the-fold imagery, preloading important hero images, defining image dimensions to reduce layout shifts, and using HubSpot's image resizing functionality to serve appropriately sized assets.
That matters on a custom HubSpot build because a flexible editing experience shouldn't come at the expense of front-end performance.
One of the better tests of a theme isn't how well it works on launch day. It's what happens when the site changes two or three years later.
Counter Tax's website today is considerably larger and more sophisticated than the site we originally developed in 2023.
Their current site includes expanded Capabilities, Insights, Case Studies, About, Partners, Governance, The Work, Recognition, and Canadian Institute for Tax Controversy Studies content.
The Insights section has also grown into a deeper content library with sections such as CRA Dispute Decision Points, Caselaw & Signals, Foundations, and Case Studies.
Some of that structure and content came well after the original project. But that's part of the point.
The website didn't need to be rebuilt every time the firm's messaging, services, or content strategy changed. The original HubSpot framework gave it room to evolve.
Counter Tax ended up with more than a refreshed website.
They got a custom HubSpot foundation that could accommodate the designs they had in 2023 while continuing to support new pages, new content structures, updated messaging, and a considerably more complex website years later.
For us, that's what a successful HubSpot theme build should do: solve today's website requirements without boxing the marketing team into today's website.
If your HubSpot site has become difficult to extend, relies on outdated templates, or requires a developer every time your marketing team wants to change direction, the underlying theme may be the problem.
We design and develop custom HubSpot websites and themes that give marketing teams more control without sacrificing performance or development flexibility.
Talk to us about your HubSpot website →