A New Digital Home for
the Firm of the Future

Website Redesign and Rebrand

HubSpot CMS Development on GravityFlex

Website Managed Services

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+ 67 %

Increase in sessions in the initial
post-launch comparison window

+ 106 %

Increase in page views in the initial
post-launch comparison window

+ 76 %

Increase in engaged sessions in the
initial post-launch comparison window

+ 7 %

Increase in contact-form submissions
versus the prior available period

The launch established a strong engagement foundation. In the initial post-launch comparison window, sessions increased 67%, page views increased 106%, engaged sessions increased 76%, and contact-form submissions increased 7% versus the prior available period. Views per session increased 23%, while average session duration increased by 2 minutes 49 seconds.

The first measurement window also surfaced an important follow-on opportunity: organic traffic and high-visibility keyword rankings declined after the rebrand and migration, despite Current ranking for more total keywords.

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Challenge

Crete Professionals Alliance was entering a major brand transition: a new name, identity, and domain for an organization that connects independent accounting firms with national resources. The existing cretepa.com site needed to become a forward-looking digital experience for Current while preserving the content, navigation, and search visibility that audiences relied on.

The challenge was to move from CretePA.com to Current.co on a tight launch schedule without losing the legacy brand connection—or making it harder for prospective partner firms, employees, and other stakeholders to find the right path. The new site also needed to deliver a modern user experience on HubSpot and support the organization’s broader rebrand.

Opportunity

The rebrand created an opportunity to make Current’s value clearer and more ownable online: a strategic business partner that brings together independent, locally rooted accounting firms and enables them with national resources, technology, capital, and support. The new website could turn that story into a more intuitive experience for partner firms, prospective talent, employees, and other audiences—while creating a stronger foundation for future content and growth.

Solution

Gravity Global partnered with Crete Professionals Alliance to create the new Current.co website on HubSpot. The solution paired a fully custom homepage and additional custom modules with reusable GravityFlex components, and responsive page templates.

The new experience introduced Current’s brand and domain while helping users explore the organization, partner firms, services, team, careers, news, and contact pathways. A firm-and-services map became a standout feature, giving users a more engaging way to understand the network. Gravity also supported the launch infrastructure—including redirects, domain forwarding, sitemap and robots configuration, analytics implementation, QA, and post-launch monitoring—to move the site from CretePA.com to Current.co.