Three kinds of buyer. Three routes through one site.
Dunholm Leadership sells the same programmes to three different buyers: an individual, an organisation and a trainer. It was also the brand's first website. So there was nothing to redesign, only a set of guidelines and three audiences who each wanted something different from the same page.
Live
First website for the brand · WordPress build
Where it hurt
What we saw
The brand existed on paper and nowhere else, so the front end was drawn off the guidelines: the first time the identity appeared anywhere a customer could see it. The harder problem was the three buyers. An individual, an organisation and a trainer arrive at the same programmes wanting different things, so each has their own route through the site, with its own content and its own next step. Programme detail is broken into sections a reader can drop into, instead of one long page to scroll, and sign-ups go straight into Klaviyo, so a new contact is on the list without anybody exporting anything.
What we did, and why
Draw. A front end from the guidelines.
There was no site to work from and no public identity to match, so the design came off the brand guidelines. The build is the first place the brand exists as something a customer can look at.
Split. Three routes, one set of programmes.
An individual, an organisation and a trainer each get their own route, with content and a next step written for them, rather than one page trying to speak to all three. Programme detail is sectioned so a reader can drop into the part they came for.
Wire. Sign-ups into the list.
Every sign-up goes straight into Klaviyo, so the list builds itself, and a WordPress theme written to the brand with no page builder underneath keeps the pages quick and the layout intact when the team edits them.
The site we built.
For brands like yours
For a brand with no site yet the temptation is a brochure, and a brochure picks one audience and loses the other two. Splitting by buyer costs a little more structure up front, and it is what decides whether the site can be advertised to at all. Dunholm's is now where its audience arrives and signs up, and those sign-ups are the waitlist each cohort launches into.
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