HR Fit is a third-party human resources company started by Principal Consultant Erik Christian in Peoria, IL. As Central Illinois’ “HR Business Partner,” HR Fit has established its market of companies with around 15-100 employees. HR Fit can identify pain points and blind spots for clients — the expertise is there, boasting numerous certifications and years of industry experience across its workforce.
Historically, HR Fit acquired most of its clients via word of mouth. In 2022, the company approached McDaniels Marketing to establish a years-long working relationship that would ultimately see HR Fit services marketed across a variety of media, establishing a multi-year marketing strategy that has helped spread the word about the company’s specialized professional services.
Collaboration between HR Fit and McD began with a redesign of hrfitnow.com. HR Fit desired a more robust website that included flexibility for additional features, content optimization, an easy-to-use content management system and mobile responsiveness. McD Digital selected WordPress as the new CMS, granting HR Fit scalability with future enhancements through either paid plugins or custom development. McD Digital also worked closely with the in-house McD copywriters, who collaborated with the McD SEO team to optimize service pages for high-ranking keywords and improve organic search rankings; this also included improving header text and a brand-new link strategy. McD Digital utilized a WYSIWYG page editor for easy updates, and using the Joyn theme, added mobile responsiveness to the new design, allowing for easy updates with limited additional work needed for mobile optimization. McD also added new sections for testimonials, staff bios and blog articles, further helping to improve the website’s organic search rankings. The new website uses all-new photography shot by McD creatives, showing Christian and other HR Fit employees interacting with one another in an office setting. Videos produced by the McD creatives gave HR Fit a chance to explain what sets the company apart from other human resources agencies while simultaneously showcasing its employees working together in an office setting.
Blogs became an integral part of marketing HR Fit services over the ensuing years. With frequent collaboration between both parties, McD wrote numerous articles that positioned HR Fit as industry experts in human resources, covering topics such as workplace culture, turnover and recruiting, and professional development. These articles provide practical advice for business leaders on how to improve their workplaces, with each offering ways in which HR Fit could assist. These articles also became a component of a new e-marketing campaign, during which McD leveraged blog content to serve as the subject of recurring e-newsletters sent to a list of subscribers. E-blasts would provide a preview of the chosen topic, then direct users to read more on hrfitnow.com. McD also created organic and paid social posts spanning numerous topics, from promoting HR Fit services and blog articles to inviting business leaders to attend seminars and webinars hosted by Christian or other members of the HR Fit team.
Since employing McD SEO services, hrfitnow.com has seen consistent growth in organic traffic. From June 1, 2025, to May 31, 2026, the site saw a 29.8% increase in organic traffic compared to the same timeframe the previous year. Additionally, the number of organic users grew by 35.3% over that time, including a 31.7% growth in new users. The site also ranked for 709 organic keywords — an increase of 120.2% — resulting in 889 clicks and more than 105,000 impressions.
“McDaniels Marketing was the right choice for HR Fit. We wanted to market our consulting services in a way that was both unique and professional, and the team at McD has hit that mark perfectly. From website design to promotional videos to marketing materials, they work craft just the right message. We’re glad to have them as a partner.” — Erik Christian, Principal Consultant, HR Fit
