Allens Training

With training services spread across multiple domains, Allens Training faced an inconsistent and confusing user journey. Customers struggled to find and book courses, while internal teams juggled duplicate content and disconnected systems. The platform needed to meet strict industry compliance while improving accessibility and search engine performance. The complexity of this migration posed significant risks to both SEO rankings and customer engagement. The challenge was to centralise all functions into one intuitive platform without compromising performance, usability, or regulatory requirements.

We designed and developed a centralised digital platform using Craft CMS, combining best-practice UX with scalable, future-proof architecture. A streamlined booking journey, strategic SEO migration, and refined design system ensured the new website was not only fast (99 Google Lighthouse score) but also search-optimised (96 SEO score). The modular CMS structure gives Allens Training full control to manage content with minimal overhead, reducing admin time and improving consistency across their national provider network.

The redesigned platform has had a transformative impact on Allens Training’s digital presence and business performance. Daily course bookings increased from approximately 25 to over 100 — a direct result of improved usability, streamlined booking flows, and heightened visibility. Internal processes have become more efficient through a simplified backend and consistent UX. From a commercial standpoint, the business is now better equipped to scale while maintaining compliance. Most importantly, the improved user experience directly supports the organisation’s goal of delivering essential first-aid education to more Australians, more effectively.

- Unified platform: Merged multiple domains into a cohesive, high-performance website. - SEO-forward architecture: Preserved and enhanced search rankings through a detailed redirect and keyword strategy. - Streamlined course booking: Simplified and accelerated user flow through intuitive interface design and step-specific URLs. - High performance: Google Lighthouse score of 99 for performance and 96 for SEO. - Scalable backend: Built on Craft CMS with a flexible, modular design system enabling future growth and easy content management. - Compliant by design: Fully aligned with Australian training provider regulations. - Strategic launch support: Boosted visibility during rollout with targeted digital advertising and analytics integration. - Ongoing success: Continued support through SEO and digital marketing has sustained performance improvements beyond launch. "The team at Spicy Web has been a pleasure to work with—proactive, clear communicators who respect our time and allow us to stay focused on running a large and growing business while they expertly manage all aspects of our digital marketing. What has also stood out is their deep technical expertise. The insights they’ve provided have enabled us to make improvements to our bespoke systems that directly support and enhance the digital marketing efforts we’ve undertaken together." - Mardi Abernethy, Executive Support, Allens Training