EdTech and HR tech: connecting research to sign-ups
An education and HR technology business drew visitors with broad guides but struggled to move them to a sign-up, demo or consultation. I connected the journey end to end.
- Client
- EdTech and HR technology company
- My role
- Content marketing manager
- Engagement
- 12 week roadmap
Top-of-funnel content was popular, but readers rarely reached product or programme pages, and those pages did not answer the questions that decide a purchase.
How I diagnosed it
Before changing anything, I separated the real problem from its symptoms.
Mapped audiences, decision triggers and comparison criteria
Listed learner and employer objections
Found funnel drop-off points and overlapping content
Reviewed how educational content linked to product pages
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1
Organised content around role-specific problems and outcomes
-
2
Improved product and programme pages with audience fit, capability detail, FAQs and clear next steps
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3
Created a downloadable guide matched to the evaluation stage
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4
Wrote a short nurture sequence for people who downloaded it
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5
Aligned internal links and CTAs across the whole journey
What I delivered
The concrete assets and systems the team kept using after launch.
- Audience and intent map
- High-intent product and programme pages
- Supporting articles
- Downloadable guide
- Nurture emails
- Funnel tracking review
How success was measured
Agreed before launch and compared against a baseline, so progress was real, not assumed.
- Non-brand traffic by intent
- Landing-page conversion rate
- Sign-up and demo completion
- Lead qualification and downstream progression