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Building a Strong Online Brand to Attract a Global Market

Digital Strategy / User Experience / WordPress Development / Multilingual Solutions

A reimagined customer journey designed to appeal to a global market, generate leads and promote conversions

The Center for Creative Leadership (CCL®) is a top-ranked, global provider of leadership development. By leveraging the power of leadership to drive results that matter most to clients, CCL transforms individual leaders, teams, organizations, and society. Its array of cutting-edge solutions is steeped in extensive research and experience gained from working with hundreds of thousands of leaders at all levels. CCL is ranked among the world's Top 5 providers of executive education by Financial Times and among the Top 10 by Bloomberg BusinessWeek.

Challenge

CCL wanted to redesign its website as part of a strategy to increase the company’s global presence and generate new leads among those seeking executive education solutions worldwide. Its previous site had been built on a legacy CMS and was extremely content heavy—with more than 1,000 pages of content—which detracted customers on the path to conversion. The CCL team hoped to improve the customer journey and deliver a first-class digital experience for its on-the-go clientele, made up of busy C-level executives and business leaders from around the world.

Three identical mobile devices are shown with different portions of the CCL website visible on their screens.

Solution

CCL needed a mobile and search engine-friendly experience personalized to its user base. The Oomph team began with a proof-of-concept site built atop an open enterprise content management system, which allowed CCL to test user scenarios prior to launching the new site. UI was essential to the project. Our engineering team streamlined the site’s navigation to drive conversion and appeal to a global market with localized experiences based on region, serving up different content in different languages. We added tools for enhanced lead capture and data management. Our design team created beautiful new brand elements with fresh colors and typography, authentic imagery, and custom infographics for user-focused experience end-to-end.

Results

Oomph’s comprehensive, iterative approach resulted in the successful launch of the new CCL.org. Today, CCL’s digital experience is branded to appeal to a global audience of tech savvy executives. Content is organized for modern, mobile navigation. And, the customer journey has been completely reimagined to position CCL for increased lead capture and conversion.

Two full-page screenshots of the CCL website are shown. The first shows the homepage, while the second shows the Programs page.

We wanted a best-in-class experience that would be engaging and sticky. The new CCL site is visually very different from our previous site, and people are responding to it well.

PETER AMIDON
Director, Marketing Technology & Operations, CCL

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