Simplifying complex user journeys for Smart Training & Recruitment
- Simplified User Journeys Clear pathways for employers and learners.
- Long-term SEO Ongoing search optimisation and digital strategy.
- Bespoke WordPress A faster, more flexible website built around the business.
Smart Training & Recruitment is a specialist training provider offering apprenticeships, traineeships and professional development opportunities to businesses and individuals across a range of industries.
In 2022, we undertook a complete website redesign and redevelopment, bringing together our experience in SEO, user experience design and WordPress development to create a more intuitive and accessible online platform.
The project focused on simplifying complex user journeys, improving how we presented courses and training programmes, and building a website that could support Smart’s long-term digital marketing activity.
The challenge
Smart’s existing website struggled to communicate the full range of services available to employers and learners. With different programmes, qualifications and routes into training, visitors could find it difficult to understand which opportunities were relevant to them.
Employers needed information about apprenticeships, funding and workforce development, while individual learners wanted to explore available courses and understand how to take the next step in their careers.
The existing website also lacked the flexibility to showcase Smart’s course catalogue effectively, limiting how training programmes could be presented and discovered.
Alongside improving the user experience, the website needed a clearer structure for search engines, better opportunities to target relevant search queries and a flexible content management system that the Smart team could maintain.
What we did
- Website strategy and content planning
- User experience research and wireframing
- User journey mapping for employers and learners
- Bespoke WordPress website development
- Course catalogue and programme page templates
- Apprenticeship vacancy functionality integration
- Responsive design across five screen sizes
- Search engine optimisation and technical SEO
- Website performance and caching optimisation
- Google Analytics integration
- Content management training and ongoing support
The result
The redesigned Smart Training & Recruitment website clarified a complex service offering, creating a more intuitive experience for employers and learners alike. Distinct user journeys helped visitors find relevant information more easily, while dedicated course and programme templates gave Smart the flexibility to showcase its training opportunities in greater detail. A refreshed design, improved navigation and prominent calls to action created a more engaging experience across devices. Built on WordPress with performance and technical SEO in mind, the new platform provided a strong foundation for ongoing content development and search visibility. Alongside our longstanding SEO work, the project demonstrated how thoughtful website design, technical development and search optimisation could work together to create a digital presence that better supported Smart’s business and its audiences.
“Richard and the team have increased our online presence with SEO continual improvement work and overhauled our website and carry out the day to day management. Webforward also complete all of our marketing and design work from brochures to flyers / posters. Nothing is too much trouble for them, great professional service we have no hesitation in recommending to others.”
