Creating a new product based website for Future Talent Learning
Transforming an HR community and jobs’ board into EdTech learning platform delivering a suite of leadership and management products that up-skill employees and future-proof organisations. Rhodium were tasked with designing, building and managing an entirely new website that would reflect the new learning programme, provide a platform for showcasing products as well as retaining a cohesive user experience between navigating the products and Future Talent Learning’s existing legacy services. This build coincided with a new brand launch and substantial business growth.
Branding
The project started with collaboration and consultation with a branding agency to help deliver a new name and logo along with brand tone, visual style and direction. We primarily contributed typography, colour, imagery and asset style direction along with setting rules on how to apply the new guidelines through the first application of the brand as part of the website design. The website design set the standard for usage and hierarchy of assets which were then used to brief the wider team on how to roll out branding and design across the full suite of materials to create a consistent approach.
New proposition, new user journeys
As the proposition had changed to become more product focused, we needed to explore a number of user groups and their behaviours including existing and new audiences. There was a wealth of programme information to communicate, so the UX and messaging needed to be simple and coherent. We mapped out comprehensive user journeys looking at site hierarchy, SEO and detailed wire-framing, established through a series of mini workshops with the key stakeholders to ensure the website was optimised to meet business objectives.
Design & build of over 80 pages
From our carefully considered wireframes, we applied the new branding to the site to help provide tone and emphasis to enhance the user experience and establish the product as a credible offer. We took a modular approach designing individual aspects that brought the site to life, and applied this to multiple templates that helped create a clear and consistent approach to aid and strengthen the user journey. The client trusted us to understand in-depth product information and present this back through user focused storytelling and design, pulling out the key USPs and call-to-actions that would resonate.
Hubspot
An important consideration was that the site needed to be fully built in HubSpot CMS to fit with the company’s CRM, marketing & sales functions. As a purpose built, customer focused conversion site all the content needed to be carefully considered, accessible and sales orientated.
A large part of the project was thinking ahead to where some 'top of funnel' content could be displayed to directly feed into future inbound campaigns and database growth. This has included scope to extend the products through a flexible design approach and build for different marketing channels such as PPC landing pages, podcasts and social media. As HubSpot experts we have also been responsible for up-skilling key team members with HubSpot training and on hand consultancy.
In summary
This was a huge project which is still evolving and has required multifaceted skills from brand management to detailed web design and development, working with third parties to set up secure and protected content, consultancy, digital copywriting and optimising for sales, learning and marketing teams.
Evolving from an initial services showcase site with just 12 pages to a fully functioning marketing hub, we were able to facilitate the client with the tools to run campaigns via PPC, Inbound, social and SEO. In the six weeks since it has been live we have seen a 30% increase in organic traffic which can be attributed to a better optimised site and increased offering. MQL’s have already increased with good qualified leads and feedback from clients and internal teams has been really positive. We are continuing to work with Future Talent Learning maintaining and iterating the site based on real time data, adding new products as they expand their portfolio and supporting the team where ever is needed.
