CHOOSE PROJECT
Top challenges we overcame
We mapped a full sitemap and wireframed every page so the structure felt intuitive for four distinct audience roles.
CHALLENGE ONE
Translating a complex, multi-role offer into a clean user journey
CHALLENGE TWO
Creating personas with real depth and accuracy
We built detailed marketing personas by combining ConnectED’s interviews with AI-supported research to uncover both extrinsic and intrinsic drivers.
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We built pages that addressed frustrations and motivations while still showcasing the depth of ConnectED’s services.
CHALLENGE THREE
Ensuring the UX aligned to both emotional and technical needs
Background
ConnectED had defined their audience roles, but the website needed to turn those roles into a real, usable experience.
Personas
We began by building out four fully developed personas using a mix of internal interviews and AI-backed research. Each persona mapped motivations, pain points, decision-making styles, and the language they naturally respond to. This shaped the structure of the website from the ground up.
Sitemap
We then developed a complete sitemap, showing how the homepage, role-led service pages, case studies, and contact routes connected. This gave the ConnectED team a clear view of how users would navigate the site and ensured nothing essential was missed.
Wireframes
With the sitemap locked, we built black-and-white wireframes for every page. These wireframes clarified where content should sit, how users would move across the website, and how the messaging hierarchy would work in practice. It also helped the team refine their offering before the design phase began.
Result
The result was a UX structure that felt natural, logical, and perfectly aligned to how higher education professionals think and work, giving ConnectED a solid foundation for their new digital presence.
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Top challenges we overcame
We developed a tone that combined authority with approachability, avoiding jargon while still communicating expertise.
CHALLENGE ONE
Balancing technical data language with human, emotional clarity
CHALLENGE TWO
Ensuring consistency across service pages, case studies, and audience-led content
With wireframes approved in advance, we wrote to a clear narrative structure for each page.
We focused on clarity, usefulness, and trust-building — everything a higher education audience values.
CHALLENGE THREE
Making the copy actionable without overselling
Explainer
With the UX validated, we moved into writing the full site. Higher education is a technically minded space, but the people working in it also value clarity and emotionally intelligent communication. We created a blended tone: part technical, part human. Enough detail to speak credibly. Enough warmth to feel approachable.
Because the wireframes laid out exactly what each page needed, the writing process was efficient. We built clear headlines, confident service explanations, and messaging that spoke directly to the frustrations each role faces — whether that’s messy datasets, unclear ownership, or a lack of internal alignment.
The tone settled into a balance ConnectED had been looking for:
practical, grounded, smart, and never overwhelming.
The final copy unified their brand, reflected their expertise, and made the website feel immediately useful to visitors — reinforced by the significant increase in returning users and time spent on the site.
Top challenges we overcame
We built and managed a complete ecosystem so ConnectED could stay focused on their work.
CHALLENGE ONE
Launching digital marketing from scratch with limited internal resources
CHALLENGE TWO
Identifying the right channels for a niche B2B audience
Our research pointed to LinkedIn, email, and SEO as the highest-value routes for higher education professionals.
We designed a campaign flow linking all three channels, driving traffic into the website and onward to conversion.
CHALLENGE THREE
Ensuring the system worked together, not in silos
Background
Once the website launched, ConnectED needed a digital strategy capable of bringing the right people to it. Up to this point, all their work had come from relationships and word of mouth. We helped them build a system that could scale beyond that.
Personas
We began with persona research to understand where their audience spent time online. That insight shaped the channel mix: LinkedIn for reach and credibility, email for nurturing existing contacts, and SEO to capture high-value organic traffic.
Campaign flow
We created a campaign flow chart showing how each channel would connect — from a LinkedIn post leading to a blog, leading to an email follow-up, leading to a contact form submission.
Campaign management
On LinkedIn, we wrote and scheduled posts for ConnectED and its two leaders, supported with branded graphics and UTM tagging to measure what worked.
For email, we used a proven high-performing design, rewriting messaging to mirror the tone of the brand and match the themes being shared on social.
SEO work focused on keyword research, a 12-month content calendar, and updates that aligned the website with low-competition, high-value queries. We also built and optimised their Google My Business profile.Result
The results spoke for themselves:
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91% longer session durations than sector average
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80% more traffic from social
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86% more returning visitors
The ecosystem turned ConnectED from a referral-only company into a digital-first brand — reaching the right audiences repeatedly and predictably.
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Client's perspective.
"It was a revelation to work with Matt who gently explained how you say things is as important as what you are saying. Matt worked hard to develop content that felt authentic to the way we perceive ourselves and how we wanted others to perceive us."
Alex Leigh
CEO, ConnectED
5/5:
