Website Content & Strategy Document
Industry: HR Consulting
Market: Kenya / East Africa
Version: 1.0 Production
Document Type: Full Build Spec

Document Contents

01 Sitemap
02 Home Page
03 About Page
04 Services Pages
05 Contact Page
06 Conversion Strategy
07 Design Direction
08 SEO Basics
09 Advanced Features
01
Website Structure — Full Sitemap
Primary Navigation Pages
Home
About
Services
Resources / Blog
Contact
Services Sub-Pages (6 Dedicated Pages)
Recruitment & Talent Acquisition
HR Policy Development
HR Compliance (Kenyan Labour Laws)
Payroll Advisory
Employee Training & Development
HR Outsourcing (HR-as-a-Service)
Supporting / Utility Pages
Privacy Policy
Terms of Service
Consultation Booking (standalone or modal)
Thank You / Confirmation Page
02
Home Page — Full Content

Home — Hero Section

Above Fold
Main Headline (H1)
Your People Are Your Biggest Asset. We Help You Manage Them Right.
Subheadline
H-edge Consult is East Africa's trusted HR partner for SMEs and growing businesses. From recruitment to compliance, we handle the complexity so you can focus on growth.
Book a Free Consultation → Explore Our Services
Full-width hero with professional photography (team meeting / office setting). Background should be the brand dark navy with a warm overlay. Both CTAs must be visible above the fold. On mobile, stack CTAs vertically. Include a subtle scroll indicator arrow.
200+
Businesses Served
98%
Client Retention
10+
Years in HR
6
Core Services
Trust bar immediately below hero fold. Numbers validate credibility. If real stats aren't available at launch, use "Trusted by 50+ businesses" or remove until earned.

Home — Problem / Positioning Section

Trust Builder
Section Headline
Running a business in Kenya is hard enough. HR headaches shouldn't hold you back.
Most SMEs in Kenya manage HR informally — until something goes wrong. A wrongful termination claim. A payroll dispute. A failed hire. The cost of getting HR wrong is always higher than the cost of getting it right.

H-edge Consult exists to close that gap. We bring enterprise-grade HR thinking to businesses that are still growing into it.
Without H-edge
  • Compliance gaps & legal exposure
  • Poor hires draining resources
  • No formal HR policies
  • Payroll errors & staff frustration
With H-edge
  • Full compliance with Kenyan labour law
  • Structured, strategic hiring
  • Documented policies that protect you
  • Accurate payroll, happy teams
This section creates emotional resonance with the pain points your audience already feels. Keep it concise — 3-4 sentences max in body copy. The contrast panel below reinforces transformation.

Home — Services Overview Section

Core Section
Section Headline
Everything Your Business Needs to Manage People Professionally
Section Subtext
Whether you need end-to-end HR outsourcing or targeted support in one area, we have a solution tailored for your stage of growth.
🎯
Recruitment & Talent
Hire right, the first time. We source, screen, and match.
📋
HR Policy Development
Policies that protect your business and empower your team.
⚖️
HR Compliance
Stay on the right side of Kenyan labour law, always.
💰
Payroll Advisory
Accurate, compliant payroll that your team can count on.
📈
Training & Development
Build the capabilities your business needs to grow.
🔄
HR Outsourcing
Your fully-managed HR department, without the overhead.
View All Services →
6-card grid (3×2 on desktop, 1 column on mobile). Each card links to its dedicated service page. The "HR Outsourcing" card is highlighted as the flagship offer using the dark brand color — this is your highest-value service, make it stand out.

Home — Why Choose H-edge Section

Differentiator
Section Headline
Not Just Consultants. Your HR Partners.
We don't hand you a manual and leave. H-edge Consult embeds in your business, learns your culture, and delivers HR solutions that actually fit — not generic templates dressed up as strategy.
01
Kenya-Specific Expertise
Local law, culture, and market knowledge built in.
02
SME-First Approach
Designed for growing businesses, not corporations.
03
Practical, Not Academic
Real solutions you can implement, not theory.
04
Responsive & Accessible
Reach us by WhatsApp, call, or email. Always available.

Home — Testimonials Section

Social Proof
Section Headline
Trusted by Businesses Across Kenya
"H-edge helped us build an HR function from scratch. Within three months, we had compliant contracts, a clear onboarding process, and a payroll system that actually works. Best investment we made in our team."
— CEO, Logistics Startup, Nairobi
"We avoided a serious labour dispute because H-edge flagged our employment contracts as non-compliant before we scaled. Their knowledge of Kenyan employment law is exceptional."
— Director, Retail Chain, Mombasa
Use 3 testimonials in a carousel on mobile, 3-column grid on desktop. Collect real testimonials before launch. Include company name or industry at minimum — full names build stronger trust. Consider adding LinkedIn-style profile photos (with permission).

Home — Final CTA Section

Conversion
CTA Headline
Ready to Build a Stronger HR Foundation?
Book a free 30-minute consultation and let's talk about where your business is today — and where it needs to be.
Book Your Free Consultation →
No obligation. No hard sell. Just honest HR advice.
Full-width dark background section at page bottom. CTA block appears above the footer on every page. The reassurance line below the button ("No obligation...") removes friction. Consider adding a WhatsApp button alternative: "Or chat with us on WhatsApp".
03
About Page — Full Content
Hero About Page Header
H1
We Believe Every Business Deserves World-Class HR
H-edge Consult was founded on a simple idea: that small and growing businesses in Kenya shouldn't have to figure out people management alone. We bring the rigour of enterprise HR to the businesses that need it most.
Story Our Story Section
Section Headline
Born from a Gap We Saw Too Many Times
After years working within corporate HR functions and witnessing the challenges facing smaller businesses — employers without proper employment contracts, startups facing compliance penalties they didn't know existed, founders making expensive hiring mistakes — the founders of H-edge Consult decided to act.

We set out to build an HR consultancy that speaks the language of entrepreneurs: practical, responsive, affordable, and deeply grounded in Kenyan business realities.

Today, we serve over 200 businesses across Kenya and East Africa, from 5-person startups to 300-person enterprises, helping them build HR functions that protect the business, develop the team, and support long-term growth.
Replace the story with real founder information. Include a photo of the founding team or a photo of the team in a working environment. Authenticity here builds enormous trust.
Mission Mission & Values
Mission Statement
To be the most trusted HR partner for East Africa's growing businesses.
We don't just consult. We build capacity. We transfer knowledge. We make ourselves progressively less necessary — because our goal is your HR independence.
◆
Integrity
Honest advice, even when it's hard to hear
◆
Practicality
Solutions that work in the real world
◆
Partnership
We're invested in your long-term success
◆
Excellence
High standards in everything we deliver
Team Meet the Team
Section Intro
Our consultants are seasoned HR professionals — not generalists.
Every member of the H-edge team brings real industry experience, Kenya-specific knowledge, and a genuine commitment to your business outcomes. When you work with us, you get a dedicated consultant who understands your industry, your size, and your goals.
Feature 3–5 team members with: professional headshot, name, title, 2-line bio, LinkedIn link. If the team is small, this section builds massive credibility — faces behind a business immediately increase trust for SME buyers.
04
Services Pages — Full Content (6 Pages)

Service 1 — Recruitment & Talent Acquisition

URL: /services/recruitment-talent-acquisition

Page H1
Hire People Who Actually Move Your Business Forward
Problem Statement
Bad hires are expensive. A wrong placement doesn't just cost a salary — it costs training time, team morale, and months of lost productivity. Most SMEs hire reactively, without a structured process, and end up repeating the cycle.
Solution Statement
H-edge Consult takes a structured, competency-based approach to recruitment. We define the role, map the ideal candidate profile, source from targeted channels, conduct rigorous screening, and present you with shortlisted candidates you can confidently choose from.
Our Recruitment Process
01Role Brief & Profile Design
02Multi-Channel Sourcing
03CV Screening & Longlisting
04Structured Interviews
05Assessment & Reference Checks
06Offer & Onboarding Support
What's Included
  • Job description writing and role profiling
  • Posting on relevant Kenyan job boards (BrighterMonday, LinkedIn, etc.)
  • Behavioural and technical candidate assessment
  • Reference and background verification
  • Offer letter drafting and negotiation support
  • 30-day placement guarantee
CTA
Start Your Search →

Service 2 — HR Policy Development

URL: /services/hr-policy-development

Page H1
Policies That Protect Your Business. Handbooks Your Team Will Actually Read.
Problem Statement
Operating without formal HR policies is like driving without a seatbelt — fine, until it isn't. Undocumented expectations lead to disputes, inconsistent management, and legal exposure. When something goes wrong, a missing policy will cost you far more than it would have to create one.
Solution Statement
We develop bespoke HR policy frameworks tailored to your business size, industry, and culture. Our policies are compliant with Kenyan labour law, written in plain language, and designed to be used — not filed away.
Policies We Develop
  • Employment contracts (permanent, contract, casual)
  • Employee handbooks and staff manuals
  • Disciplinary and grievance procedures
  • Leave management policies (annual, sick, maternity/paternity)
  • Code of conduct and ethics policies
  • Performance management frameworks
  • Social media, BYOD, and remote work policies
CTA
Get a Policy Review →

Service 3 — HR Compliance (Kenyan Labour Laws)

URL: /services/hr-compliance-kenya

Page H1
Don't Let Labour Law Compliance Be an Afterthought
Problem Statement
Kenyan employment law is detailed, regularly updated, and actively enforced. The Employment Act, the Labour Relations Act, the NSSF & NHIF requirements, the WIBA — non-compliance doesn't just invite fines. It invites Industrial Court proceedings, reputational damage, and operational disruption.
Solution Statement
H-edge Consult conducts comprehensive HR compliance audits and builds roadmaps to close the gaps. We act as your compliance early-warning system — flagging issues before they become liabilities.
Compliance Areas We Cover
Statute
Employment Act 2007
Statute
Labour Relations Act
Statute
NSSF / NHIF / SHIF
Statute
WIBA (Work Injury)
  • HR compliance audit with detailed gap report
  • Employment contract review and remediation
  • Statutory deduction verification (PAYE, NSSF, NHIF/SHIF)
  • Disciplinary process review for legal soundness
  • Ongoing compliance monitoring retainer option
This is your highest-trust service page. Emphasize the real risk of non-compliance in Kenya. Use specific examples (without naming clients). Consider a compliance checklist download as a lead magnet here.
CTA
Book a Compliance Audit →

Service 4 — Payroll Advisory

URL: /services/payroll-advisory

Page H1
Accurate Payroll Is Not Optional. We Make Sure Yours Is Right.
Problem Statement
Payroll errors erode employee trust faster than almost anything else. Underpayments, incorrect deductions, or missed PAYE filings don't just cause resentment — they create KRA exposure. Many SMEs run payroll on spreadsheets and don't realise the gaps until an audit arrives.
Solution Statement
We audit your existing payroll setup, recommend compliant structures, and help you implement a payroll system or process that works — consistently and accurately, every month.
  • Payroll structure review and redesign
  • PAYE, NSSF, NHIF/SHIF, Housing Levy calculation guidance
  • Payslip design and statutory compliance check
  • Payroll software selection and setup support
  • Monthly managed payroll service (optional retainer)
CTA
Fix My Payroll →

Service 5 — Employee Training & Development

URL: /services/training-development

Page H1
Build a Team That Grows as Fast as Your Business Does
Problem Statement
Many growing businesses find their teams lacking the skills needed for the next stage of growth. Managers who were great individual contributors struggle to lead. High-potential employees leave when they see no development path. Skills gaps quietly cap your company's potential.
Solution Statement
H-edge designs and delivers targeted training programmes — from leadership development for new managers to functional skills training for frontline staff. Every programme is tailored to your industry context and business objectives.
Programme Areas
  • Leadership & management skills
  • Customer service excellence
  • Workplace communication
  • Onboarding programme design
Delivery Formats
  • In-person workshops (Nairobi & nationwide)
  • Online / virtual sessions
  • Blended learning programmes
  • Self-paced e-learning modules
CTA
Request a Training Proposal →

Service 6 — HR Outsourcing (HR-as-a-Service) ★ Flagship

URL: /services/hr-outsourcing

Page H1
A Full HR Department. Without the Overheads of One.
Problem Statement
You know you need a proper HR function — but hiring a full-time HR Manager before you're ready is expensive, risky, and often the wrong first step. At the same time, doing it yourself is eating time you don't have.
Solution Statement
H-edge's HR-as-a-Service model gives you a dedicated HR consultant embedded in your business — handling everything from day-to-day people management to strategic HR projects — on a flexible monthly retainer.
What Your Retainer Covers
  • Dedicated HR consultant (named contact)
  • Recruitment support (unlimited roles)
  • Policy maintenance and updates
  • Disciplinary and grievance management
  • Monthly payroll advisory
  • Compliance monitoring
  • Performance management support
  • Strategic HR planning sessions
Best fit for: businesses with 10–150 employees who need consistent HR support without a full-time HR hire. This is your highest-value offer and should be the most prominent service across the site.
CTA
Get a Custom Proposal →
05
Contact Page — Full Content
Contact Page Structure & Copy
H1
Let's Talk About Your HR Needs
Whether you have a specific challenge, want to explore our services, or just need honest HR advice — we're ready to listen. Book a free 30-minute consultation or reach out directly.
Contact Methods
  • Consultation booking form (primary)
  • WhatsApp direct link (critical for Kenya)
  • Email address
  • Phone number (Office & Mobile)
  • Google Maps embed (Nairobi office)
Form Fields
  • Full Name *
  • Company Name *
  • Email Address *
  • Phone / WhatsApp Number
  • Number of Employees (dropdown)
  • Service of Interest (multi-select)
  • Message / How can we help?
The form should be short. The goal is to capture a lead, not conduct a full intake. Avoid more than 6-7 fields. Always include a WhatsApp button as an alternative — in Kenya, WhatsApp is often preferred over email for B2B contact.
06
Conversion Strategy

CTA Placement Strategy

1
Hero section: Primary CTA "Book a Free Consultation" — most visible position, highest intent moment
2
After each service section on Home: "Learn More →" linking to dedicated service page
3
End of every service page: Full CTA block with service-specific headline + booking button
4
Fixed floating button: "Chat on WhatsApp" button fixed bottom-right on all pages (mobile-critical)
5
Blog posts: Inline content upgrade (e.g., "Download our HR Compliance Checklist") + end-of-post CTA
6
Exit intent (desktop): Popup with "Before you go — download our free Kenya HR Compliance Checklist"
Lead Capture Strategy
  • Free Consultation: The primary conversion action. Keep the form short (Name, Company, Email, Service). Route submissions to email + WhatsApp notification for the team.
  • Lead Magnet: Create a "Kenya HR Compliance Checklist 2024" as a PDF download. Gate it with an email opt-in. This is highly shareable and positions H-edge as the compliance authority.
  • WhatsApp Integration: A wa.me link on every page opens a pre-populated WhatsApp message: "Hi H-edge, I'd like to discuss [service]." This converts mobile visitors who won't fill in forms.
  • Blog + SEO: Articles targeting "HR compliance Kenya", "employment contracts Kenya", "how to hire in Kenya" attract organic traffic and pre-qualify visitors before they reach the sales funnel.
User Journey Map — SME Owner
1Lands on Blog / Google search result
2Reads article, downloads checklist
3Browses relevant service page
4Reads testimonials, views About page
5Books free consultation
6Becomes a paying client
07
Design Direction
Brand Aesthetic — "Authoritative Warmth"
The visual tone should say: serious professionals you can trust, who also understand your context. Think McKinsey's clarity, combined with a warmth that works for East African business culture. Not cold, not casual — confident and approachable.
Color Palette
Navy #0B1F3A
Primary Brand
Cobalt #1B4B82
Brand Mid
Gold #D4A843
Accent / CTA
Sky #EAF1FB
Light Surface
Off-White
Page BG
Typography
Display / Headings
Playfair Display
Serif, authoritative, editorial. Used for all H1, H2, and section headlines.
Body / UI
DM Sans
Clean, modern sans-serif. Used for body copy, navigation, forms, and CTAs.
Layout & Visual Style
  • Layout: Wide-column, generous white space. Max content width 1200px. Section padding of 80–100px vertical on desktop.
  • Photography: Real, diverse professional photos of East African business settings — boardrooms, team meetings, office environments. No generic Western stock photography.
  • Icons: Thin-line custom icons (not emoji). Consistent stroke weight. Brand navy or gold colour.
  • Imagery tone: Warm, professional, aspirational but grounded. Shows people in real work environments.
  • Cards: Subtle box shadows, 8–12px border radius. Never harsh borders. Feels elevated, not corporate-bureaucratic.
  • Mobile: Mobile-first design is essential. At least 60% of Kenyan web traffic is mobile. Everything must be finger-friendly and fast-loading (optimize all images).
08
SEO Basics
Target Keywords — Primary (High Intent)
HR consulting Kenya
HR outsourcing Nairobi
recruitment agency Kenya
employment law compliance Kenya
HR consultant Nairobi
Target Keywords — Secondary (Volume)
HR policy development Kenya
payroll Kenya SME
employee training Kenya
Kenyan employment act 2007
NSSF NHIF compliance Kenya
HR for startups Kenya
human resource management East Africa
how to hire employees Kenya
Page Title & Meta Description Examples
HomeTitle Tag
H-edge Consult | HR Consulting for Growing Businesses in Kenya
HomeMeta Description
H-edge Consult provides HR outsourcing, recruitment, compliance, and policy services for SMEs and startups in Kenya. Get a free consultation today.
ComplianceTitle Tag
HR Compliance Kenya | Stay Compliant with Kenyan Labour Law | H-edge Consult
RecruitmentTitle Tag
Recruitment & Talent Acquisition in Kenya | H-edge Consult
OutsourcingTitle Tag
HR Outsourcing Kenya | HR-as-a-Service for SMEs | H-edge Consult
09
Advanced Features & Recommendations
Booking System
Integrate Calendly or Cal.com for free consultation bookings. Embed directly on the Contact page and as a modal triggered by all CTA buttons. Send automatic confirmation emails and WhatsApp messages.
CalendlyCal.comMedium priority
WhatsApp Integration
Fixed WhatsApp chat button on all pages. Pre-populated message per service page: "Hi, I'm interested in your [Service Name] service." Use WhatsApp Business API for automated responses and lead routing. Critical for Kenyan market — do not skip this.
High Prioritywa.me link
Blog & Content Strategy
Publish 2–4 articles per month on topics your audience is searching for. Priority topics: "Kenya Employment Act Guide 2024", "How to Write a Compliant Employment Contract", "New SHIF Deductions Explained". Each article includes a relevant CTA and lead magnet.
SEO DriverLead Gen
Admin Dashboard
For Phase 2: Build a simple client portal where ongoing clients can submit HR queries, track project status, and access their policy documents. This reinforces the "HR partner" positioning over "vendor".
Phase 2Complex
Tech Stack Recommendation
CMS
WordPress + Elementor or Webflow
Booking
Calendly or Cal.com embed
Forms
WPForms / Typeform / native
Analytics
Google Analytics 4 + Search Console
Prioritise page speed — Kenyan mobile data speeds vary. Use a fast host (Kinsta, WP Engine, or a Nairobi-based CDN). Compress all images. Target under 3s load time on mobile 3G.

Launch Checklist — Minimum Viable Website

✓
Home, About, Services (all 6), Contact pages live with full copy
✓
Consultation booking form or Calendly embed working and tested
✓
WhatsApp floating button on all pages
✓
Google Analytics and Search Console connected
✓
SSL certificate active (HTTPS)
✓
Mobile responsive design tested on Android (Chrome) — dominant browser in Kenya
✓
All meta titles and descriptions filled in for every page
✓
Google Business Profile created and linked
H-edge Consult
Website Strategy Document — Production Build Spec v1.0
All copy, structure, and strategy is ready for developer handoff