Fuel Learning

The client 

Fuel Learning is a dedicated training and education provider, delivering apprenticeships and training programs specifically for people in the workplace. Their core offering centres around leadership and management training, including:

• Apprenticeship levy-funded programs: covering Level 3 (team leader), Level 5 (operations/dept manager) and Level 7 (senior leader)
• Commercial programs: focused on various aspects like senior leadership development, women in leadership, coaching and talent assessments

Fuel Learning aims to be the gold standard for Leadership & Management training in the UK. They provide bespoke, ROI-driven training that solves real business challenges, rather than generic, off-the-shelf solutions. They target ambitious organisations ready to transform their leaders and achieve measurable results.

The challenge 

Fuel Learning initially engaged with Hallam because their existing website was underperforming. Specifically, they faced low levels of traffic and conversions, hindering their growth objectives.

To accelerate Fuel Learning’s growth, they needed a new best-in-class website that was fit for purpose and could act as a robust platform for future sales and marketing efforts. This was made particularly urgent because a major funding grant was expected to expire, requiring the new site to launch in a short time frame.

Prior to the website launch, we undertook a process of brand refinement as well as a supporting Paid Media and Content strategy to support the new website. The core website challenges we faced were:

Dated design and poor messaging: the previous website did not reflect the calibre of their organisation. The site lacked a clean, clear way to quickly explain their relatively complex product, meaning the messaging was not cohesive or distinctive.

Lack of visibility: the website suffered from a pronounced lack of organic visibility and struggled to generate leads, holding back their aggressive growth objectives.

Technical consolidation: they maintained two separate domains, requiring the new project to migrate the apprenticeship domain into the main site to create a single, cohesive platform.

Urgency: the project was time-sensitive and needed an accelerated launch because a major funding grant was expected to expire.

What we did 

We worked with Fuel Learning to deliver a comprehensive solution, prioritising the development and launch of their new website. Our approach included a blend of strategy, experience, development, with a collaborative approach to meet deadlines.

Brand refinement and strategy: The work began with a brand strategy piece, focusing on brand refinement, positioning and messaging. This involved a strategy workshop, customer research and brand positioning. The goal was to articulate Fuel’s bespoke and impactful approach to leadership development, establishing messaging that resonates with key audiences like HR leaders and C-Suite executives.

UX and UI: We undertook UX and UI work, which highlighted that Fuel Learning was distinct in its market and needed a smooth user experience to stand out. The user-centric design ensured the website would guide customers seamlessly and make the buying process easy.

Collaborative website development: We condensed the entire website launch process into a matter of weeks to meet the urgent deadline. The final website build was developed to be accessible, fast and technically sound. We worked closely with the Fuel Learning team, who were responsible for populating the website with content.

The results 

The successful delivery of Fuel Learning’s new website already indicates positive uplifts in key metrics to support Fuel Learning’s growth targets.

Comparing the post-launch period to the corresponding pre-launch period, the key performance indicators show immediate uplift:

• An 11% increase in new users to the website, reinforcing improved visibility
• A 35% increase in time spent on the website, showing an improvement in on-site engagement
• An 83% increase in event count on site, showing higher intent amongst users

With the new website, we expect to see not just quantity of website users continue to flourish, but also the quality of enquiries to improve, meaning Fuel will meet overall business growth targets going forwards.

Be chosen before the search begins

Stop playing it safe and start working with us to create marketing that earns attention, builds trust and puts your brand ahead of the competition before buyers even start looking. To escape the ordinary and become truly unforgettable, all you have to do is get in touch.