Context
Triple E Training runs on-site adult literacy and numeracy programmes — ABET — for South African employers. Three decades in business, over 12,000 sites served, and a service that is genuinely hard to explain in a sentence.
Their buyer is an HR or transformation manager with a compliance obligation and a budget, who does not know the terminology and does not want to be sold to.
The problem
The site had to do three different jobs for three different people, and was trying to do them all through one contact form.
An employer wants a callback and a company profile. A prospective training agent wants to register. An existing partner wants provider information. All three were landing in the same inbox, undifferentiated, and being triaged by hand.
There was also a credibility problem that no amount of design solves: thirty years of history and 12,000 sites is the strongest thing about this business, and it was buried three clicks deep.
What I did
I pulled the proof to the surface first. Years in business, sites served, learners trained — stated plainly near the top, because for a compliance purchase the buyer’s first question is whether you are a real organisation that will still exist next year.
Then I split the three enquiry paths properly. A callback request, an agent registration and a provider enquiry are now separate flows with their own fields, their own routing and their own confirmation copy. The forms ask for what is needed to qualify the enquiry and nothing else — four fields, not eleven.
The company profile became a gated download that captures a lead rather than a PDF link that captures nothing.
The result
Three clearly separated enquiry paths that route themselves, replacing a single inbox and a manual triage step.
The proof — thirty years, 12,000 sites — now does its work in the first screen instead of on an inner page, which for a compliance-driven purchase is where the decision to keep reading is actually made.
