How We Built the HMK Services Website, a Senior B2B Consulting Presence
Visit HMK Services- Client
- HMK Services, the procurement, supply chain and commercial consultancy Paul Singh founded in 2019, Waikato, New Zealand
- Industry
- Management Consulting
- Challenge
- Paul Singh founded HMK Services in 2019 and grew it on reputation and word of mouth, with no real online presence. He needed a website as senior as the work: a sharp, single-page B2B marketing site that signals seniority, explains the work plainly, names the sectors, and makes it effortless to get in touch, while loading instantly on a phone and staying simple to keep current.
- Solution
- His Longcloud co-founder, Nick Foley, built HMK a fast, single-page B2B marketing site with a custom navy-and-chevron brand, statically exported on Next.js and shipped to Vercel in days using an AI-assisted workflow, taking an established offline practice online for the first time.
- A senior, editorial brand presence that signals credibility on first read, with no stock imagery.
- A single page structured around how a buyer evaluates a consultant, from pain point to proof to contact.
- Friction-free contact: one-tap email, phone and LinkedIn, with no forms and no lead-capture funnel.
- An edge-fast, statically exported build with nothing to break and nothing to patch.
The Challenge
HMK Services is the consultancy Paul Singh founded in 2019, after a career leading procurement, supply chain and commercial functions inside some of New Zealand's largest and most complex organisations. The positioning is sharp and unfussy: strategy is easy, delivery is hard. For years the practice grew the way good consultancies do, on reputation, results and word of mouth, without a real website. By 2026 that gap was worth closing: the site is often the first proof point a prospective client sees, and for a boutique practice it has to do the heavy lifting a big-firm brand and a sales team would do elsewhere. Paul is also a Longcloud co-founder, so his business partner Nick Foley took the build on himself, a chance to give a colleague's established practice a presence as senior as the work.
Signal seniority instantly
For a boutique practice, the site has to carry the authority a big-firm brand would, and look every bit as considered as the consulting itself. A generic template wouldn't do.
Speak to the buyer's problem
It had to lead a prospective client from recognising their own challenge to seeing exactly how HMK could help, the way a buyer actually evaluates a consultant.
Effortless to get in touch
For a practice built on direct, senior relationships, reaching Paul had to take a single tap, with nothing in the way.
Simple to keep current
A boutique team can't babysit a CMS or a server, so the site had to be quick to update, with nothing fragile to keep patched and nothing to go stale.
The Solution
Longcloud designed and built a single-page B2B marketing site, structured around how a buyer evaluates a consultant, with a brand that reads as senior as the practice.
A brand that reads as senior
A calm, editorial identity that lets the words carry the authority: a deep navy palette, warm neutrals and hairline rules, an editorial serif paired with a clean modern sans, and a custom three-chevron mark that suggests forward motion and delivery. The artwork is drawn entirely in inline SVG, so there's no stock imagery and nothing pixelated anywhere, just a considered look that signals credibility. For a consultant, looking considered is the product.
A page built to win work
A single page ordered the way a buyer evaluates a consultant: a hero that leads with the brand line, real client pain-point quotes that let a prospect see their own problem first, a plain explanation of the services and the sectors HMK has worked in, an 'About' section that puts Paul's face to the practice, an FAQ for the cautious buyer, and a warm contact close. A sticky header keeps a 'Get in touch' call to action in reach throughout, and every section moves a visitor one step closer to an email or a call.
Friction-free contact
For a practice that lives on direct, senior relationships, there's no form and no lead-capture funnel, just one-tap email, phone and LinkedIn links. That also means no backend, no database and no form spam to manage: less to break, and more real conversations.
The result is a site that takes a visitor from recognising their problem to wanting a conversation, in a single, fast-loading page that feels every bit as considered as the consulting itself.
How It Works
Stack: A statically exported Next.js and React app written in TypeScript, styled with Tailwind CSS and hosted on Vercel's global edge network. There's no backend, database or CMS by design.
Framework ergonomics, static resilience
It's built as a real modern framework app, for the component model, type safety and tooling, then pre-rendered to plain static files at build time, so there's no server runtime in production. You write with a framework and ship something with the durability of static, served fast from every edge location with no cold start.
Built for performance
Performance is a first impression here, and trust is built in the first second. Static pages from the edge are the fast path, the client stays lean with only the essentials shipped, fonts load without ever leaving text invisible, and repeat visitors pull assets straight from a long-lived cache. Motion is kept subtle and is disabled for anyone who prefers reduced motion.
Polished when it's shared
Drop a link into a message, on LinkedIn or in Slack and it unfurls with a branded share card, generated once at build time so every platform reads it cleanly. A bespoke chevron favicon, tuned to stay legible at small sizes, finishes the detail.
Secure by default
Security is handled at the edge, with a hardened set of HTTP security headers, strict transport security, and a tight permissions policy that switches off the device access the site never needs, like camera, microphone and location. The underlying stack is kept out of the response headers, so there's no easy reconnaissance for anyone probing it.
Deployment that's simple and dependable
Updates deploy automatically: a change ships to production in seconds across a global CDN, with automatic HTTPS, clean URLs and a canonical domain. A scheduled health check pings the key pages and doubles as a post-deploy smoke test. There are no servers to manage and nothing to patch.
An AI-assisted build
Brand direction, layout, copy, components, accessibility passes, and the security and deploy config were all produced and iterated in a tight, human-in-the-loop AI-assisted workflow, with a Figma design source captured from the build and kept in sync. Strict type checking and automated quality gates keep every change honest. AI does the heavy lifting; we own the judgement, the craft and the quality bar.
What's next: The architecture scales happily as the practice grows: more pages, a light content layer so the team can edit copy themselves, or search and content work when HMK chooses to invest in it, all without giving up the speed and simplicity the site is built on.
Results & Impact
- A senior, editorial website that reads as credibly as the practice it represents.
- A single page that takes a visitor from recognising their problem to making contact in one tap.
- An edge-fast, statically exported build with nothing to break and nothing to patch.
- Friction-free contact with no forms, no backend and no spam to manage.
- Automatic deploys to a global CDN, with updates shipping in seconds.
Technology
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