posted on October 3th, 2012

WordPress Based Website Development for Sales Training and Leadership Website

BY Jason Howard in Case Studies ,

About the Client

Established in 2009, Leadership Excellence was founded to provide transformational leadership training for individuals and organizations in the areas of leadership development, business and life coaching, effective communication, productivity and time management, sales training, and management and staff development. Its founder, Greg L. Thomas, has addressed hundreds of audiences worldwide through keynote speeches, workshops and seminars on a variety of leadership-related and inspirational topics. Many clients in Ohio and around the country have benefitted from Leadership Excellence’s targeted training programs, including one recently named “39th fastest growing company in Ohio” for the manufacturing industry.


Leadership Excellence’s original website had a very cookie-cutter appearance with an antiquated look and a confusing user interface which made it difficult for visitors to locate information.  Additionally, the site lacked basic search engine optimization and contained links that could potentially harm the site’s rankings on Google and other search engines. A complete overhaul would be needed to develop a stand-out site that would appear high in search engine results pages (SERPs).

The needs for Leadership Excellence were manifold, including:

  • A site that was visually appealing and reflected the professional nature of their business.
  • A more user-friendly interface and clear navigational structure that would allow visitors to easily find what they are looking for.
  • Valuable, updated content to more clearly communicate service offerings to potential customers. This would include customized forms and secure payment options.
  • A site that was editable by the client and could grow with their business.
  • An in-depth site analysis and on-page/off-page search engine optimization.

The Solution

Following consultation with the client and a thorough review of the site’s analytics, Cynexis web development team chose WordPress as the framework to build a rich, comprehensive site that was secure, editable, and offered unlimited scalability. Because WordPress is an open-source content management system (CMS), Leadership Excellence would have complete freedom to update content and other site elements anytime, anywhere without reliance on a professional website design agency.

Cynexis web design team and graphic design experts went to work to redesign the site with a clean, professional look and feel to more accurately reflect the client’s brand. Along with an updated logo, the designers included newly designed pages, images, buttons and other elements. Additionally, a compelling JQuery slideshow was added to the homepage to highlight key information. An intelligent, user-friendly interface (UI) was designed to allow visitors to quickly and easily navigate the site to find information relevant to their search.

Customized WordPress plugins were used by our web developers for advanced functionality. These plugins enable advanced custom fields, protect the site from spam, and provide out of the box SEO functions. Our web programmers integrated a newsletter signup with the client’s email service database to seamlessly collect leads. A custom webinar registration form was also created and integrated with PayPal so that customers could sign up and pay for services without having to leave the site. Google Analytics was included to allow the the Cynexis SEO team and the client access to valuable data and monitor the effectiveness of keywords, links and other search engine optimization techniques. A resource center was added to the site, offering visitors and current clients a broad array of valuable information, including videos, webinars, articles, and newsletters.

Our web programming team developed this customized WordPress site to give Leadership Excellence the freedom and flexibility needed to manage their own website content. This includes the ability to modify existing page content, add an unlimited number of pages to existing categories, post new content to the resource center, including articles, webinars, videos and current newsletters, and modify images and text in the homepage slider.

Cynexis search engine optimization experts performed a comprehensive analysis of the original Leadership Excellence site. Following analysis, potentially harmful (spammy) links were eliminated and initial on-page and off-page optimization were performed. An all-in-one SEO plugin was included in the site programming to ensure various components of added content would automatically be optimized for Google and other search engines. Google Analytics was also added so both the client and the Cynexis SEO experts could monitor web traffic and other key data and adjust the SEO strategy accordingly.

The Result

Leadership Excellence was incredibly pleased with the results. Their new site boasts a clean, professional visual presentation, a client-centric UI and navigational flow, and relevant, up-to-date content to encourage visitor conversion. The new functionalities offer a multitude of valuable resources to readers. Clear, strategically placed calls to action provide readers the opportunity to easily sign up for newsletters, training programs or webinars. Initial search engine optimization was performed, laying the groundwork for higher visibility on search engines and increased website traffic and leads. The new site will help promote credibility within the leadership industry and give them the competitive advantage they were lacking.


  • WordPress CMS for unlimited scalability and easy site editing capabilities
  • Custom WordPress plugins for customized fields, security, and SEO
  • JQuery
  • Javascript
  • PHP 5
  • MySQL database


Let’s Talk About Your Project