Project at a Glance
Making 100+ training programs easier to navigate
An established B2B training company had more than 100 programs, two very different audiences, and a website that wasn't helping either one find what they needed.
We helped reorganize the website around how customers make decisions, connect its training catalog to clearer buyer journeys, and establish the measurement needed to understand what's working.
Early results show increased visibility for priority industry searches and stronger engagement from organic visitors.
- Industry
- B2B training and professional services
- Services
- Website audit and strategy, information architecture, UX/UI design, WordPress development, CRM integration, SEO/AEO foundation, analytics setup, team training
- Technology
- WordPress, Elementor, Zoho CRM, Google Analytics 4
- +95% Impressions for "agriculture sales training" A priority search query, 198 to 386
- 2.5× Average engagement time from Google organic visitors 35 to 87 seconds
- +22% Overall Google Search Console clicks Three months after launch vs. the three months before
- +44.3% Desktop homepage Lighthouse performance score 61 to 88, in individual tests
How these were measuredSearch visibility compares consecutive three-month periods around launch. Organic engagement compares July to September 2026 with the same period in 2025. Lighthouse scores are single desktop laboratory tests.
The challenge
A large training catalog, unclear buyer journeys, and limited conversion measurement.
The solution
Audience-focused navigation, a structured program library, industry-specific entry points, CRM-connected forms, and conversion tracking.
01 The challenge
A large training catalog that wasn't reaching its full potential
The company had spent more than two decades developing training programs across sales, leadership, and business acumen.
Its customers ranged from corporate leaders purchasing training for entire teams to individual professionals looking to strengthen their skills. But the website largely treated everyone the same.
Visitors had to navigate a deep catalog without a clear starting point based on their needs. Programs outside the company's best-known sales training offerings were difficult to discover, and the website emphasized the company more than the problems its customers were trying to solve.
Our initial audit identified three connected challenges.
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01
Unclear buyer journeys
Organizational buyers and individual professionals needed different information, but the website offered no obvious path for either group.
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02
Limited program discoverability
Leadership and business acumen offerings were difficult to find within the existing navigation.
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03
Incomplete performance measurement
The company lacked clearly defined conversion tracking to understand which website interactions led to meaningful inquiries.
The opportunity wasn't simply to redesign the website. It was to help the right people find the right programs and give the team better visibility into what happened next.
02 What we discovered
Different buyers needed different starting points
We began with a website and marketing audit, stakeholder discussions, and a review of existing analytics. Two findings shaped the strategy.
The company served two distinct buying situations
Each had different priorities.
The depth of the catalog was working against its visibility
Visitors looking for sales training could easily miss relevant leadership and business acumen programs.
The website needed to make these relationships easier to understand without overwhelming visitors with more navigation options.
We also identified a measurement gap. The team could see website traffic and basic form activity, but it didn't have clearly defined conversion events for the different types of inquiries.
These findings guided the site's structure before design began.
03 The strategy
Organize the experience around how customers choose
We developed a website structure that connected audience needs, program offerings, and measurable actions.
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01
Give each audience a clear path
The homepage introduces the company's core value and directs visitors toward two primary journeys: training for their teams or professional development for themselves.
Each path helps visitors explore the programs and next steps relevant to their situation.
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02
Make the full curriculum easier to explore
We organized the program catalog into three primary categories: sales development, leadership development, and business acumen.
A filterable curriculum library made it possible to browse programs without navigating multiple layers of menus.
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03
Create entry points for priority industries
Dedicated industry pages connected specialized training programs to the needs of different business sectors.
Rather than listing every program on every industry page, we focused these pages on offerings relevant to each audience.
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04
Define meaningful actions before building
We identified the consultation, assessment, application, and inquiry actions that needed to be measured.
This allowed the website's forms and confirmation pages to be designed around both the visitor experience and the company's measurement needs.
Visitors start from their own situation, and the action they take is measured
How the redesigned structure connects audience needs, program offerings, and measurable actions
04 The implementation
A flexible WordPress website built for ongoing growth
With the strategy approved, we translated the new structure into a WordPress website using Elementor and reusable content templates.
A structured program library
Training programs were organized as structured WordPress content, with consistent fields and reusable layouts. The internal team can add or update program information without rebuilding individual pages.
Industry-specific content
Dedicated industry pages give visitors another way to find training solutions relevant to their business.
CRM-connected inquiry paths
Key website forms connect to Zoho CRM. Confirmation pages and GA4 key events help the team distinguish consultation requests and other meaningful actions.
A website the team can manage
Following launch, we trained the internal team to edit pages, manage the curriculum, create landing pages, and maintain conversion tracking.
The goal was not just a better launch. It was a website the team could continue improving.
05 The results
Better visibility among target buyers. More meaningful engagement.
Early post-launch data shows encouraging changes in how people find and use the website.
01Search visibility is shifting toward priority audiences
Google Search Console data shows increased visibility for searches related to the company's primary agriculture market. These figures compare the three months following launch with the preceding three months.
Agriculture searches gained impressions, and the industry page gained clicks
Google Search Console, three months before vs. after launch. Clicks are shown on their own scale.
"Agriculture sales training"
"Agricultural sales training"
Agriculture industry page clicks
Total impressions fell 43% while clicks rose 22%
Sitewide Google Search Console totals, indexed so the three months before launch = 100
Impressions
Clicks
Click-through rate
The agriculture industry page received 17 clicks compared with 9 in the preceding period, combining the new page and its predecessor.
Total search impressions declined 43% during the same period. Much of that decline coincided with reduced visibility for broad training searches that previously generated no clicks.
The early pattern suggests that the website is becoming more visible for searches related to the company's target industries, rather than simply appearing for more general queries.
02Organic visitors are engaging more deeply
Comparing July to September 2026 with the same period in 2025, Google organic visitors showed stronger engagement.
Google organic visitors stayed about 2.5 times longer
Google organic visitors, July to September 2025 vs. 2026
Average engagement time
Engagement rate
Interactions per visit
These results suggest that visitors arriving through Google search are finding more content worth exploring. Engagement rate is shown on a 0 to 100% scale.
03Previously hard-to-find programs are receiving attention
The redesigned website introduced dedicated program categories and industry pages that did not exist in the previous structure.
New category and industry pages are drawing early views
Page views after launch for pages that did not exist in the previous structure
Data noteThese figures establish a starting point for evaluating content performance, rather than a direct before-and-after comparison.
04Conversion measurement is now in place
Consultation requests and other form actions are now tracked as distinct conversions in GA4. This gives the team a clearer picture of which website interactions lead to inquiries and creates a foundation for evaluating future campaigns and content improvements.
05Desktop homepage performance improved
Desktop homepage performance score rose from 61 to 88
Lighthouse performance score, 0 to 100 scale, individual desktop tests
+44.3% on the desktop homepage
The homepage's main content loaded 6.7 seconds sooner
Largest Contentful Paint in seconds, individual desktop tests (shorter is better)
79.8% faster Largest Contentful Paint
Data noteThese measurements reflect single laboratory tests of the homepage, not sitewide real-user performance. Hosting and CDN changes also contributed to the improvement.
Measurement noteThese are early post-launch findings. Search Console comparisons use consecutive three-month periods, while organic engagement comparisons use the same months year over year. Changes in search visibility and engagement cannot be attributed exclusively to the redesign. New paid campaigns also launched around the same period.
06 The takeaway
More visibility isn't always better visibility
A website can appear in thousands of searches without reaching the people most likely to need its services.
For this B2B training company, the early results point to something more useful: greater visibility for priority industry searches, deeper engagement from organic visitors, and clearer insight into what people do next.
Where it stands now
The website is now organized around its buyers, and the team has a stronger foundation for deciding what to improve next.
Next step
Is your website helping the right people find you?
If your organization serves different audiences or offers a growing catalog of services, your website should make it easier for people to find what they need.
We can help you identify where your website, content, and marketing systems may be working against that goal.
Talk to a Strategist