Case study
A sales training business with plenty to say, and a website that finally lets buyers find it.
The Sales Coach Network has years of training and coaching expertise, a full catalogue of programmes, and a website that made all of it hard to reach. The website had grown over time into something overloaded and complex, so a buyer trying to find one straight answer had to work for it. We rebuilt it around the terms buyers actually search for and the questions they actually ask, structured so both people and AI systems can find what they need.
The situation.
The problem was not a lack of content. It was too much of it, arranged in a way that served the business rather than the buyer. Someone landing on the website could not quickly tell what was on offer, which programme fitted their situation, or where to go next. The information was there, buried under structure and language that got in the way. The questions a buyer wanted answered were hard to reach:
- What does TSCN actually do, in plain terms?
- Do I need training or coaching, and what is the difference?
- Which programme matches my role and where I am in the sales cycle?
- What does it cost?
- What do I do next?
Every layer of complexity was a reason for a prospect to give up and leave.
What we built.
A website structured around two clear hubs, training and coaching, each with its own pricing page, so a first-time visitor can find the right path in seconds rather than minutes.
- Buyer language in the navigation. The website leads with the terms buyers actually search for, sales training and sales coaching, not vague outcome slogans. This was a data-led decision, backed by keyword research into real search demand.
- Two clear hubs. Training and coaching separated cleanly, so buyers self-select the path that fits before they read a word of detail.
- Training organised by format and sales stage. Programmes arranged the way buyers think about their own situation, by how they want to learn and where they are in the sales cycle, not by internal product names.
- Dedicated pricing page. So a buyer can work out cost without having to make an enquiry first.
- One clear action per page. A single primary next step on every page, matched to what the buyer just read, rather than a wall of competing buttons.
The value added.
Built to the Confident Buyer Framework, which measures a website against what a buyer needs to feel confident rather than how it looks:
“
Our old website had everything on it, which turned out to be the problem. Prospects couldn’t find what they needed, so they didn’t stay. Alondra stripped it back to what buyers actually look for and organised it around how they think, not how we’re structured internally. The difference is that people now land, understand what we do, and know exactly where to go next. It’s doing the job a website is supposed to do.
Les Bailey
CEO, The Sales Coach Network