Team17
overview
(existing paragraphs unchanged, plus this addition inserted after the catalogue restructuring paragraph) The full games library, over 100 titles, now runs on HubDB, so Team17 can add new games themselves without needing a developer every time.
how we work
The five things every high-performing website gets right. Five connected elements that earn the enquiry that doesn't need convincing.
Team17's own competitor benchmarking found the problem: rival sites led with four or five clear header categories, while Team17's had eleven.
A visitor with a specific game in mind had to work to find it.
The rebuild fixed this at the page level: game name, platform availability, and a purchase or wishlist action above the fold, on every title and franchise page, replacing the old "purchase on your favourite store" link.
Franchise hubs (Worms, Overcooked!, Hell Let Loose) now show the whole family of titles at once, and the Games Archive moved legacy titles out of the way so five-second clarity is reserved for the titles that matter.
The brief was blunt: no clear way to buy a title, no way to see when one was on sale, a homepage the brief itself called "a mishmash of everything."
The data backed it up. 60% of visitors landing on the games catalogue never made it past page two.
The rebuild restructured the sitemap around how players actually browse: titles, franchise hubs, and a separate archive for legacy games.
The static purchase link became an interchangeable Buy / Wishlist / Pre-order action, support moved in-page instead of routing out to Zendesk, and eleven contact forms became one, with a department dropdown.
Team17's authority is real, 120+ titles over 30+ years; but the old site wasted it. No story, no history, no scale behind the brand.
For an audience that includes developers deciding whether to partner and investors evaluating the business, that's proof left on the table.
The rebuild gave About Team17 a real narrative that can be evolved and expanded on year after year: their mission, story, history, key numbers and award wins.
The new "Pitch Your Game" hub does the same for developers. A clear submission process, positioning Team17 as the publisher worth partnering with.
Competitor research made the sequencing problem visible: rivals led with trailer and purchase above the fold, while Team17 buried the purchase decision beneath multiple clicks, with one-size-fits-all CTA.
Game pages were rebuilt around a deliberate order: trailer and identity first, purchase or wishlist immediately after, then official site, Discord, and newsletter, with related titles and support last.
Franchise pages apply the same logic one level up, letting a visitor land and immediately see the whole franchise, rather than stumbling into one, disconnected instalment page and having to find the rest themselves.
The brief's traffic section said it plainly: "We need more of a reason to send traffic to team17.com as it's not currently the best place to send users as a point of conversion."
All traffic was organic, and paid traffic bypassed the site entirely.
Three issues compounded this: UK-English only ("alienating a lot of other visitors," per the brief), inaccessible to screen readers, and a homepage weighed down by a video banner that didn't even work on mobile.
Moving to HubSpot addressed all three directly, multi-language content capability baked in, built-in SEO tooling, and a lighter, faster homepage structure. Correct keyword search function gave visitors (and search engines) a real way into the site's back catalogue.
