Marketing Site Redesign

Our go-to-market was so sales-led that the marketing site had been neglected for years. Finding a product and signing up for a trial was nearly impossible, and instructors told us it felt like a maze.

The key insight: our site showed a book, but our product was content plus a platform. Sales already sold it that way, but no digital touchpoint did. Working closely with Sales and Marketing, we researched how instructors evaluate a new course and rebuilt the site around that story.

What changed: a new information architecture built around what we sell (curated content, tools, reporting, and teaching resources), a new product page template, and interactive Storylane demos that scale without a sales rep.

The result: the front door to a fully self-service path to trial, and a site Sales now uses as leave-behind material.