How do you improve the user experience, customer journey, and appearance of a B2B website to increase high quality leads from large enterprises?
Change Formation are experts in developing executive personnel and have gone from strength to strength over recent years. Like a healthy plant that had outgrown its pot, Change Formation now needed a bigger, better home to thrive.
We have supported the founder – Rob McWilliam – for nearly a decade in developing the brand and digital marketing for Change Formation as they continue to deliver tailored development programmes and courses for large organisations.
As the business has scaled, the need to attract the right type of clients has increased.
Change Formation now works regularly with larger corporate enterprises and requires a website to reflect the premium value of their services.
Our challenge was to modernise and streamline the content of Change Formation’s previous site to improve the customer journey and increase qualified leads, while also maintaining their position as thought leaders within the skills development sector.
Having worked with Change Formation for several years, we were able to quickly understand the objectives of a new website, as well as the challenges we were likely to face.
Rather than focusing on the previous site as a starting point, we decided to tear down the old website and rebuild it from the ground up, using bespoke photography, fresh brand assets and brand-new navigational tools to create a sleek, modern design that would engage visitors from the moment they arrived.
During a series of Discovery workshops, we identified that clients often approached Change Formation in the first instance to enquire about their ‘Insights Discovery’ psychometric tool. So, it was important we gave this service substantial weight throughout the design process.
With this in mind, we dove headfirst into crafting an intuitive and user-friendly home page that expands on the features and benefits of Insights Discovery, as well as acting as a central hub for prospective clients to explore and inform their enquiry.
To give the design a contemporary look, we focused on using bold typography whilst combining illustration with the bespoke photography, to make the visuals feel more dynamic.
The result is a website that not only highlights Change Formation’s flagship product, but also revitalises the brand’s digital presence with a visually striking design, serving as a sleek first point of contact for potential customers.
Finally, it was over to our lead developer to ensure that site speed, security and cross-device functionality were all addressed to make browsing the website a seamless experience for perspective clients.
We didn’t stop at the front-end. As part of the build, we also wanted to give Change Formation the power to easily update their content without sacrificing the professional look and feel we worked so hard to achieve.
To do this, we developed a flexible content system in WordPress, complete with custom templates and building tools that make updating the site a breeze. Now, Change Formation can keep their content fresh and relevant without needing a web developer on standby.
Post-launch we’ve continued to collaborate with Rob and Change Formation on their digital marketing strategy and are already seeing the fruits of our labour, with increased traffic and conversion rates.
The new website has successfully positioned Change Formation as experts in upskilling and developing executive personnel. It not only provides knowledgeable and valuable information, but also prominently displays the various ways that Change Formation can add value to businesses.
And it’s not just us who think the new site is impressive – the data has shown that users are having a significantly better experience, and we’ve already received compliments on its sleek and modern design.
But we’re not stopping there. We’re committed to helping Change Formation achieve even greater success through our ongoing SEO and CRO strategies, as well as our work on PPC and content marketing. We’re determined to ensure that every aspect of their new website is optimized to attract their ideal clients and drive conversions.
If you’re looking to elevate your business with a modern and effective website, contact us today to book your Discovery session and find out how we can help.
I was impressed and delighted with two key elements when working with Tomango on the new website - their creativity in design and their project management. They designed a totally new look and feel for the site, which stands out from our competition. The project was really well organised, with all milestones met and the team worked hard to communicate with me the whole way through. It was a really enjoyable experience.Rob McWilliam