Skillsoft A fresh redesign

Imarc’s strategy team worked closely with the Skillsoft marketing team to fully understand the vision for the new brand. Imarc’s team conducted interviews across various teams at Skillsoft to understand the goal for Skillsoft’s future. We continued to dig deeper to understand pain points, Skillsoft’s audiences, and Skillsoft’s competitors.

Imarc’s team built a custom SEO strategy, focused on priority keywords to increase rankings. We also built a road map for how to write effective content that is both SERP and user friendly. We updated 50+ meta descriptions, SEO titles and H1 to support new and existing pages on the site. Finally, we set up tracking for three keyword verticals (learn, buyer, talent) so we could provide data and insight into what content and messaging resonate best with each audience.

Skillsoft wanted to shift their focus by having the learner’s journey drive the experience on the new site. The intention is to quickly direct users to content that is most relevant to them and ultimately have them sign up for a free trial. To make this happen, the Imarc team created over 36 custom modules in Craft to build the site. These were designed to be responsive and were tested across multiple browsers and devices.

Skillsoft’s branding agency was still finalizing the new brand while Imarc began designing the site. But that didn’t slow us down! Our creative team took the reins using a small interim brand guide to build the first marketing piece showcasing the new brand. The creative team designed five key web pages to show the client initially, and they continued to build out countless components across the site. The final push was photography. Because the planned photoshoot of real Skillsoft learners was postponed, Imarc’s team sourced nearly 250 photos for the site that aligned with the new brand.

The development team worked around the clock to launch this site before Skillsoft’s Perspectives conference. With over 20,000 registered attendees, the hosting environment was spun up to handle this without any issues, along with 8,000 visitors the site receives on an average day. The site is built on the new Craft 3 CMS and uses Blitz caching. Special attention was given to accessibility and GDPR compliance to ensure that learners from around the world with any abilities could access the content.

The website successfully brought the new brand to life with vibrant, user-focused imagery and messaging that drove home Skillsoft’s new “Unleash your Edge” tagline. The intuitive learner journey provides easy access to Skillsoft’s best content, while prominent CTA’s across the site allow learners to request Free Access when they are ready to engage. Imarc has very much enjoyed working with the Skillsoft team and we look forward to working with them again on future projects.