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Designing a Smarter, Stronger Membership Experience

We designed and developed a new suite of Webflow landing pages for the Society for Education and Training, elevating the membership experience and driving renewal and acquisition performance.

Client
ETF
Project
2025
Role
User Experience Design
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Measurable impact of digital transformation

Seven high-impact membership landing pages designed and developed in Webflow
A new visual and structural standard established for SET’s digital presence
Enhanced user journeys designed to improve membership renewal and acquisition rates

The Challenge

The Education & Training Foundation (ETF) needed to modernise and optimise the Society for Education and Training (SET) membership experience. The existing pages lacked structure, visual energy, and clarity in communicating the value of membership — limiting conversion across both renewals and new sign-ups. With membership being central to ETF’s commercial and community growth, the goal was to create an improved digital experience that clearly articulated benefits, reduced friction, and inspired users to act. The challenge was to deliver a fresh design language aligned with the SET sub-brand while ensuring seamless integration with the existing technical environment.

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The Solution

We redesigned SET’s entire membership landing page ecosystem through a three-phase delivery model. Phase one focused on defining the Membership Proposition Page — creating a bold, vibrant visual system and layout that re-established SET’s membership value. In phase two, we scaled this approach across six targeted journeys, including renewals, acquisition, student conversion, win-back campaigns, and corporate membership. Phase three brought the experience to life in Webflow, enabling fast deployment and simple ongoing management. The result was a cohesive, conversion-focused digital experience that clearly communicates SET’s benefits and creates a stronger bridge between engagement and membership action.

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The Result

The project delivered a complete suite of seven new landing pages that set a new benchmark for SET’s membership marketing. The redesigned experience combines clarity, credibility, and visual appeal — transforming how ETF communicates its membership value proposition. Each page was built in Webflow, providing flexibility for ongoing updates and fast campaign deployment. While full conversion data is forthcoming, early qualitative feedback highlighted stronger engagement and improved navigation. Most importantly, the work established a scalable design framework that ETF can continue to expand — ensuring membership messaging, visuals, and UX now work together to drive consistent growth.

“The new membership microsite has transformed how we present our offer. It’s fresh, accessible, and persuasive — setting a new standard for how we communicate the value of being part of SET.”

Name
Head of Membership Marketing

“The new membership microsite has transformed how we present our offer. It’s fresh, accessible, and persuasive — setting a new standard for how we communicate the value of being part of SET.”

Name
Head of Membership Marketing

“The new membership microsite has transformed how we present our offer. It’s fresh, accessible, and persuasive — setting a new standard for how we communicate the value of being part of SET.”

Name
Head of Membership Marketing

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