We are pleased to announce that our new WordPress websites are live for Squared Online – the digital marketing leadership course developed with Google and powered by AVADO.

As a global programme with over 9,000 learners, Squared Online partnered with us to design and build six international WordPress sites; United States, Asia Pacific, Australia, Singapore, Hong Kong and the United Kingdom.

The challenge

Squared Online was looking for an agency to help put conversion at the heart of its online operation.

They needed a solution to tailor the content and pricing information to the audiences in different regions around the world, using a fresh design.

The site needed to highlight the quality of the course and showcase the breadth of its customer base through case study examples and customer stories.

The team also required a highly secure and user-friendly CMS to make updating content extremely easy for its international marketing teams.

What we did

Our redesign and build focused on maximising course enquiries by refining the user journey for each target audience segment; namely agencies, brands and individuals.

Creative

After understanding Squared Online’s goals, our creative team worked with AVADO on a range of concepts to set the creative direction for the new site.

We designed each page to work optimally across all devices, testing user journeys on mobile, tablet and desktop to make sure users could easily achieve their objectives from anywhere and on any device.

Image style

Our creative team expanded the image style to include multi-person photography and went to great lengths to ensure brand consistency and a cohesive look and feel across the board.

Google’s visual guidelines

Developed with Google, the look and feel of the Squared Online brand were integral to the design. An exciting part of the project was working with Google’s visual guidelines.

Our creative team were guided by spacing, typography and colour palettes from Google and the team at Squared Online. Everything from the navigation to the product layout was carefully designed to match the quality of the Squared Online course.

We introduced a secondary navigation style to complement Google’s existing guidelines. In total, we created 12 core page templates and many UI elements. All of which passed Google’s rigorous approvals with flying colours.

Course promotion

A key challenge was to display detailed information on the syllabus and module contents in a user-friendly way. We did this using appealing sub-navigation, dedicated pages for each module and areas for case studies, expert speaker profiles and course reviews.

We also implemented a transparent pricing page, localised to each geographic market.

International site set up

We built each of the six Squared Online sites using the Roots developer stack and hosted on Kinsta’s world-leading WordPress server infrastructure.

One of the most interesting challenges in designing the technical architecture of six international sites.

To avoid the limitations of using WordPress multisite, we created six separate WordPress installations proxied into regional folders of the same domain.

This approach increased performance and security, whilst offering a number of administration and management benefits.

Country selector

As part of the brief, we created a country selector that enables users to easily switch between international sites.

We added hreflang markup to maximise organic search visibility and traffic from the search engines in each region.

What’s next?

Our technology and strategy teams continue to support Squared Online with ongoing technical and optimisation support.