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The Oxford Group

The Oxford Group lands transformational contract after launching new website

Background image showing water droplets on a leaf Some example screenshots of the Oxford Group website on a tablet, desktop and mobile view.

Start, then iterate

Part of the City and Guilds network, The Oxford Group provides training and mentoring services to professionals in medium to large enterprises such as AstraZeneca, Legal & General and TetraPak, across five continents. The company had long thrived on repeat business and referrals, but ambitions to expand into new markets required an overhaul of its existing web strategy as part of a brand repositioning exercise. 

Through starting their website strategy with a light touch and then rapidly building on their presence, they realised a transformational contract win within the first months of the site being live.


It starts with an idea

With a wealth of legacy content, a diverse set of service offerings and multiple strategic sales challenges, The Oxford Group required a website that would clearly explain, differentiate and promote its proposition across existing territories, in multiple languages. 
The site needed to enable editors to quickly, and easily, iterate messaging as learnings about customer behaviour evolved. 

Don't believe us?

With the initial online presence love in four weeks, Samworth Brothers have since been iterating the website, adapting quickly to fast-moving, challenging market conditions.

Average conversion rate of new customers using the 'Contact Us' page over the first 5 months was 10%


How we did it

Coherence rapidly created a content design and engagement strategy based on The Oxford Group’s new approach and delivered an initial website in four weeks, with a roadmap to build out richer functionality over the following three months.

Market entry

Coherence’s enterprise-level master design system™ meant The Oxford Group’s website could be designed, built, tested and launched at speed, without compromising on visual appearance or functionality. It delivers a clear and defined service offering supported by rich content, using a diverse set of layouts, component combinations and content types.


Thanks to powerful API integration capabilities into Pardot and HubSpot, staff can gain an understanding of user behaviour and personas. At the same time, a robust and secure platform comfortably supports multiple editors so The Oxford Group can create tailored campaigns for new customers and update messaging in response to learnings.


By utilising Drupal, Coherence has so far created two language versions for existing territories. The agile nature of this technology will allow The Oxford Group to launch new language versions as opportunities to expand into new territories become apparent.

Mobile Oxford Group
Component example
Light bulb

Coherence thought

Traditional web builds aimed at brand repositioning can be drawn out and time-consuming, with lengthy lead times for market research, persona research and refinement, content strategy, discovery and build. If The Oxford Group had opted to build the full scope in one phase, the opportunity to win contracts generating over five times the cost of the web build would have been lost.