Oliver Healthcare Packaging
Packaging Modern UX and Scalability in Medical Supplier's New Website
Challenges
The OHP website was built on HubSpot but hadn’t evolved as quickly as the rest of the business. Its legacy implementation limited flexibility and prevented the team from fully leveraging newer HubSpot capabilities. The user experience was also starting to feel dated and cluttered, making it difficult for visitors to find information and take action. The organization needed a cleaner, more intuitive interface suited to a B2B healthcare audience.
At the same time, OHP leaders wanted to maintain portions of the legacy site, and preserve some key functionality developed by previous vendors, including the PackTalk blog and a highly customized product experience. Integrating these elements into the redesigned site added technical complexity, requiring careful coordination to ensure a seamless user experience without disrupting navigation.
Solutions
Americaneagle.com rebuilt the site using modern HubSpot best practices, enabling OHP to take full advantage of the platform’s flexibility. To address the coexistence of new and legacy pages, our team implemented a hybrid approach that merged updated frontend code with existing third-party systems. Navigation and structural elements were standardized across the site to ensure a seamless user experience, even as older pages remained in place.
The redesigned interface prioritizes clarity and consistency, with simplified layouts, improved hierarchy, and reusable modules that support efficient content creation and long-term scalability. Americaneagle.com also enhanced product pages by improving structure and usability while preserving key functionality that was important to the OHP team.
Accessibility concerns added further complexity to the project, as testing revealed that key brand color combinations did not meet modern contrast standards. Americaneagle.com addressed this by refining the visual system—adjusting color usage, typography, and contrast treatments—to create a more readable, compliant experience while preserving the integrity of the brand.
To support ongoing SEO efforts, a structured data module was implemented, allowing OHP to manage schema markup directly within HubSpot. The PackTalk blog was fully integrated into the new design framework, ensuring consistency across all site content while maintaining prior investments. The new site is flexible, powerful, and gives OHP the foundation they need to support future growth.
