CERAN
A Website Redesign to Support Business Growth
CERAN supports a diverse range of audiences in language learning and the development of intercultural skills. To better showcase its offerings and support learning, it entrusted DJM Digital with a complete redesign of its website. We worked closely with the CERAN teams to make their offerings easier to understand and encourage qualified inquiries.
Mission
Transform the website into a true sales tool, capable of guiding each visitor to the training program that best suits their needs and helping to generate qualified leads, while maintaining organic search engine optimization (SEO) and CERAN’s visibility in search engines.
Challenge
CERAN’s wide range of offerings needed to be made accessible to three major audiences with distinct expectations. The challenge was to provide intuitive navigation and pathways tailored to each profile, so that everyone could find their way around, understand the programs, and move forward with their decision.
Solution
We developed a website structured around the needs of CERAN’s various audiences and integrated HubSpot to facilitate lead generation and tracking and to support marketing automation. The user experience, content, and SEO were designed together to support customer acquisition.
In detail
UX/UI and SEO Audit
Identifying barriers to conversion and opportunities for visibility to guide the redesign based on user needs and CERAN’s business objectives.
Redefining User Journeys and Information Architecture
Structuring the content around three main audiences to facilitate navigation, guide each visitor to relevant training programs, and encourage qualified leads.
Wireframes and UI Design
Designing a clear and engaging user experience that showcases the offering, simplifies decision-making, and encourages users to get in touch, whether on a computer or a mobile device.
CMS Setup and Development
Deployment of a multilingual, scalable, and easy-to-manage platform to support the expansion of CERAN’s offerings and business priorities.
SEO Content Creation and Optimization
Clarifying the benefits of training programs and optimizing content to answer visitors’ questions, support organic traffic growth, and preserve SEO gains during the migration.
Integration of Marketing Tools
Connecting customer journeys to HubSpot forms to streamline lead generation and sales follow-up.
Production of video content tailored to personas
Production of targeted videos to make the CERAN experience more tangible and help different audiences visualize what to expect before reaching out.
Results
A website that aligns visitors’ needs with CERAN’s business objectives.
- A more structured offering and tailored pathways for its three main audiences.
- A multilingual, responsive experience that makes it easier to access training programs.
- Editorial and video content that showcases the CERAN experience.
- Lead generation integrated with lead tracking tools.
- A platform that teams can adapt to align with their business priorities.