Making Intelect Group’s complex expertise easier to understand, and easier to act on
- Jul 23
- 3 min read
Intelect Group was not short of expertise, services or valuable information. The challenge was helping a new visitor understand how everything connected and where they should go next.
I restructured the WordPress homepage, strengthened the journey into EDD-Pro and carried the same approach into the EDD-Pro Technology and Our Training pages. The aim was to make the full value of the business easier to recognise and act on.
The project at a glance
Client: Intelect Group
Founder: Colin Tansley
Industry: Enhanced due diligence, AML compliance, investigations, risk intelligence and professional training
Project: Strategic WordPress website redesign and lead-generation journey
Platforms: WordPress, GeneratePress and Mailchimp
The goal: Give visitors a clearer route through the wider business while increasing the visibility of EDD-Pro
The starting point
IMAGES OF BEFORE THE REDESIGN
Intelect Group's original website contained a huge amount of valuable information, but too many important messages were competing for attention.
EDD-Pro needed to become more prominent without turning the entire homepage into a product page. Investigations and training still needed to be easy to find, Colin’s experience needed to support trust throughout the journey, and visitors needed a more useful next step than a general contact button.
The real work was deciding what somebody needed to understand first, what would build trust and what action should follow.
The strategy behind the redesign
1. Position the wider business before asking people to choose a service
I rebuilt the homepage around the central reason Intelect Group exists: helping organisations know who they are really doing business with. This gave investigations, training and technology a shared purpose, while Colin’s 20+ years of experience and investigator-led approach brought trust into the page from the beginning.
2. Create three clear routes through the expertise
A visitor looking for an investigation has a different need from somebody searching for compliance training or a better due-diligence process. I created three visible pathways - Investigations, Training and Technology - each with its own purpose and next step.
3. Give EDD-Pro prominence without allowing it to take over
EDD-Pro is one of the business’s most important offers, so I introduced it early through a free walkthrough without allowing it to take over the wider homepage.
It's dedicated page now moves from problems buyers recognise - manual checks, disconnected tools and inconsistent records - into the platform and its Core, Premium and Node options. People understand why the technology matters before being asked to absorb every feature.
4. Make every next step more purposeful
“Contact us” leaves the visitor to work out what happens next. Actions such as “See EDD-Pro in action,” “Start with Core” and “Explore Training” make that decision easier.
The free walkthrough was also connected to Mailchimp, creating a route for somebody who is interested but not ready to arrange a conversation. The website can now support both an immediate enquiry and a potential client who needs more information first.
What I delivered
Website strategy and visitor-journey planning
WordPress homepage strategy, copywriting and redesign
EDD-Pro Technology page strategy, copy and design
Our Training & E-Learning page strategy, copy and restructuring
More intentional calls-to-action and internal routes
Mailchimp lead-capture connection with nurture sequence
Mobile-responsive design
The finished experience
Intelect Group now has a website journey that reflects the depth of the business without expecting a new visitor to untangle it alone.
EDD-Pro has a stronger presence, while investigations and training remain visible parts of their wider offers. Visitors can identify the right route, understand the experience behind it and choose a next step that matches how ready they are.
The website no longer stops at presenting information. It helps people move into the right service, the EDD-Pro experience, or a direct conversation with the Intelect Team
Testimonial
I’ve had some disappointing experiences with marketing professionals over the years, but from my very first call with Sophie, I knew this would be different. Sophie is friendly, engaging, and highly knowledgeable. She took the time to really understand my business, my objectives, and what I needed to achieve. From the outset, her attention to detail, organisation, and high standards were clear, exactly what I needed to help position my products in a crowded market. The results speak for themselves: a fully revamped webpage that genuinely reflects my voice, automation that works seamlessly, and clear visibility over performance and outcomes. I wouldn’t hesitate to recommend Sophie. I already have further work lined up and am confident she will continue to deliver to the highest standards.
Does your website make people work too hard to understand your business?
As a business grows, its website can become a collection of everything it offers rather than a journey that helps somebody make a decision. I build strategic websites with stronger messaging, more intentional visitor journeys and the right systems behind each next step.
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