CRO, UX and SEO for Equality at Work
- Client
- Equality Institute
- Industry
- Not for Profit
- Solutions
- Marketing Technology
- Region
- Australia
The challenge
The audit examined the main page layout for clarity and ease of navigation, the placement and effectiveness of calls to action and form fields, the information architecture’s logical hierarchy, and page load speed, everywhere a prospective learner might hesitate or leave.
Our solution
Recommendations were prioritised by impact and ease of implementation: contextualising Equality at Work within the broader Equality Institute narrative to clarify its value proposition, social proof through logos, participant testimonials and completion rates, and multiple conversion points placed strategically for each stage of the customer journey. A collaborative presentation with the client team aligned everyone before implementation.
The build elevated the training material’s visual strengths above the fold and throughout the interface, reframed courses around value and commitment rather than a transactional product pitch, added an FAQ section doing double duty for SEO and decision support, and captured additional data points to personalise the experience and feed marketing automation.
The results
A clarified value proposition, stronger trust signals and conversion points tuned to engagement and qualification, laying the foundation for ongoing optimisation and growth.
From the team
Working closely with the Equality Institute team was key to our success on this project. By truly understanding their goals, we were able to tailor our services to meet their needs perfectly, resulting in a smooth and impactful digital experience for their users.
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