MCBI Learning & Development
MCBI Learning & Development is a leading workforce development specialist that has empowered over 250 Australian organisations for more than 18 years.
Training & Education, South Australia - 2025
Overview.
Duration
8
weeks
Industry
Training & Education
Services
Pure Digital Agency partnered with MCBI Learning & Development to completely reimagine their digital presence and user experience. As a respected workforce development specialist with 18+ years of experience, MCBI needed a website that reflected their expertise while making their comprehensive service offerings accessible to diverse audiences, from individual professionals to enterprise-level organisations.
About the project.
Challenges
As MCBI continued to grow and evolve their service offerings, several opportunities emerged to enhance their digital presence. With offerings spanning leadership development, team training, coaching, and strategic consulting, MCBI sought to present their diverse capabilities in a way that would resonate more effectively with different audience segments.
Potential clients, ranging from individual professionals seeking personal development to HR leaders managing large-scale workforce transformation, required more intuitive pathways to discover relevant solutions. MCBI needed to more clearly communicate their unique value proposition and proven methodology to stand out in the competitive professional development landscape, while the growing complexity of their offerings presented an opportunity to reimagine how visitors could discover and engage with their services more effectively.
What we did
Our comprehensive approach began with deep discovery and strategic foundation work. Working closely with MCBI's internal team, we developed compelling, outcome-focused copy that spoke directly to the pain points and aspirations of their target audiences. The new messaging positioned MCBI as a trusted partner in workforce transformation, emphasising their proven methodology and measurable results.
We identified and mapped three primary personas: Strategic Leaders (C-suite executives and senior managers seeking organisation-wide transformation), HR Professionals (learning & development managers looking for scalable training solutions), and Individual Professionals (emerging leaders and professionals pursuing personal growth). For each persona, we mapped detailed customer journeys from initial awareness through to program completion, identifying key touchpoints, decision-making factors, and potential friction points.
We restructured the entire site hierarchy to create intuitive pathways for each audience segment, including developing a dual-navigation approach that allowed users to explore services by either their role or by solution type. The new UX design prioritised clarity and conversion, featuring clear value propositions on every page, streamlined service discovery, trust-building elements, optimised contact forms for each audience segment, and mobile-responsive design.
The website was built using React, a cutting-edge JavaScript framework that delivers faster page load times, smooth user interactions, enhanced SEO capabilities, and superior mobile performance. We implemented a user-friendly CMS that empowers MCBI's internal team to easily update and manage their extensive range of courses, programs, and workshops without requiring ongoing developer involvement.
The result.
The new MCBI website launched successfully, delivering a transformed digital presence that positions them for enhanced client engagement. The redesigned site features clear navigation pathways that guide different audience segments to relevant services, with streamlined inquiry processes for each user type.
The new copy and design showcase MCBI's expertise and proven methodology, positioning them as a premium workforce development partner with a professional, trustworthy digital presence. Each service area now clearly articulates outcomes and benefits, helping potential clients understand how MCBI's solutions address their specific challenges and goals.
The dual-navigation approach and persona-driven content organisation make it easier for both individual professionals and organisational decision-makers to discover relevant solutions. The React-powered architecture ensures fast performance and excellent user experience, while the intuitive CMS empowers MCBI's team to maintain content independence and rapidly respond to market demands by updating course information and adding new programs without technical dependencies.
