A New Digital Strategy and Website for Graydin
Graydin is a UK-based coaching organization working primarily with schools. Since 2008 they have trained educators in coaching skills that help students succeed, resulting in better schools and a healthier work-life balance.
For years they’ve helped leaders transform their schools using their unique coaching methodology. With fantastic coaching courses as their primary offering, they would host and facilitate in-person events for their clients at their own schools.
With the outbreak of the COVID-19 pandemic, they had to make a significant changes and pivot to offering their courses online—either live or through a self-paced pre-recorded package.
The Challenge
With the pivot from live in-person training events to online courses, they needed to reevaluate their marketing and digital strategy.
Their original website was designed to advocate for their live events. It was not designed to sell online courses directly to their target audience.
Graydin contacted me through a referral, and together we explored what strategic decisions they needed to make in order to “win” in this new world. I led them through the process of a major website overhaul and created a digital marketing plan that would align with their new objectives.
The Process
To start, I led the Graydin co-founders through a user-centred strategy exploration process to clarify who their target audience was, discover the key obstacles this audience was facing, and understand Graydin’s role in helping them achieve success.
Listed here are the key pieces we developed under my direction to establish clarity, focus, and purpose for our work.
I added a few images below to give you a sense of what my process looks like. Please note most of the information had to be redacted, so that blurry look is intentional.
Brand audit
Brand Strategy Framework
StoryBrand Framework + One Liner
Strategic Messaging Map
Golden Circle
Empathy mapping
AEIOU and Jobs-to-be-done Framework
Developing new target personas
The Build
After the process stage, we had enough confidence and clarity in the problem, audience, and possible solution to apply the ideas and decisions to the new website.
I then translated this into a website project guide, and gave direction to lead designer Jennifer Au and writer Christine Gordon Manley.
Here is a list of the contribution I made leading the team through this process.
Website content audit
User journey + user flows
Northstar metric
Guiding principles
Competitive landscape analysis
Content mapping
Site map and flow
Wireframes
Copywriting
The Result
We launched the newly redesigned and reimagined Graydin website to great feedback. Here are some of the key changes that were implemented to help position Graydin for success:
New clear, concise, and action-oriented messaging
New “Coaching Plan” lead magnet experience
Six new lead magnets positioned as free teacher resources
Simplified course preview and purchasing experience
New event and certification pages
Increased presence of testimonials and videos
Less text, fewer pages, easier navigation. more images, significant increase in relevant CTAs
See it all for yourself at Graydin.com
All of this work was of course the first step in a larger digital marketing program that involved Search Engine Marketing, Facebook Ads, Instagram Ads, LinkedIn Ads, and MailChimp automations.
I’ll be sure to link that case study right here when it’s ready.