Two flagship programs, one funnel, a whole new site
Sales funnels for impACT Coaching and impACT Training, three ads to feed them, and a full site rebuild & migration to ClickFunnels.
People Efficient is Kate Maddison-Greenwell's HR consultancy with a twist most can't claim — leadership sessions built on her double life as an actor and 25+ years in HR. When Kate launched her two new flagship programs, there was no path for anyone to actually buy them. I built that path: the funnel, the copy, the ads, and a redesigned site to hold it all — reconstructed from the ground up in ClickFunnels.
Outcomes
- Built the sales funnel for both new flagship programs — impACT Coaching and impACT Training — from first touch to enquiry.
- Wrote and built three ads to feed the funnel, each carrying the hook–story–offer thread through to its landing page.
- Redesigned and reorganised the homepage so the two programs, the free resources and the mailing list all have one clear front door.
- Migrated the entire site off its old platform and reconstructed it in ClickFunnels — homepage plus three subpages, live today.
- Wired the lead capture throughout: free toolkits, webinars and a mailing-list signup on every page.
The company
People Efficient is Kate Maddison-Greenwell's boutique HR consultancy, run out of Yeadon, near Leeds. Kate does the work most owners dread — restructures, grievances, the messy human side of running a business — backed by 25+ years in HR. Her positioning is that HR shouldn't be a back-office function you tolerate, but a driving force behind growth.
Her genuinely differentiated edge: she trained as an actor. That combination became impACT — immersive sessions where managers don't just learn about difficult conversations, they rehearse them. In Kate's words: "if getting challenging conversations right is crucial, wouldn't it be beneficial to rehearse them first?"
The problem
Kate was launching two new flagship programs — impACT Coaching (one-to-one) and impACT Training (immersive workshop sessions) — and nobody knew they existed. There was no funnel: no way for a curious manager to go from hearing about impACT to booking a conversation. The value was real; the path to it wasn't there.
Underneath that, the website itself was working against her. It lived on an old platform, the structure had grown organically, and the things that mattered most — the new programs, the free resources that earn trust, the mailing list — were scattered rather than sequenced. Fixing the funnel meant fixing the foundation it sat on.
How it was built
Copywriting came first, structure second, platform last. The proposal to Kate was simple: clearly define the value proposition, then build a step-by-step funnel that guides a potential client from first touch to the sale — with the hook, story and offer developed for every step along the way.
- Copy as the foundation. Hook, story and offer written for each stage of the funnel — the ads, the landing pages, the email capture — so the same thread runs from first click to enquiry.
- One hub, two doors. The impACT page presents Kate's story once, then splits cleanly: Coaching or Training, each with its own path to learn more.
- Ads built to match. Three ads created to feed the funnel, each one continuing onto the page it lands on rather than dumping cold traffic on a generic homepage.
- Migrate, don't patch. Rather than bolt a funnel onto the old platform, the site was reconstructed in ClickFunnels — pages, forms and follow-up in one system Kate can run herself.
- Trust before the ask. Free toolkits, webinars and podcasts got their own Freebies page, with the mailing-list signup ("Try it for free") repeated on every page.
What's in the build
Homepage
Redesigned and reorganised as the site's front door: who Kate is, what impACT is, and where to go next — with the clutter cut and the priorities put in order. The old structure buried the new programs; the new one leads with them.
impACT — the funnel hub
Kate's founder story in her own words, then a clean split: select Coaching or Training to learn more about the immersive impACT sessions. This is where the ads land and where the two flagship programs get sold.
Freebies
The trust engine — free HR and management toolkits, webinars and podcasts, with the mailing-list signup capturing leads drawn in by 26+ years of experience.
My Story
The page that makes the whole positioning make sense: the actor-turned-HR-leader story that no competitor can copy, told properly.
What exists today
The site is live on ClickFunnels at peopleefficient.co.uk — fully migrated off the old platform. The homepage, the impACT funnel hub and the Freebies lead-capture page are all shipped and taking enquiries, with the three ads built to drive traffic into them.
Everything sits in one system Kate can operate herself: pages, forms and mailing-list capture together, no page-builder-plus-plugins patchwork underneath.
Where it goes next
The next page in the sequence is the big one: HR Consultancy — Kate's core service, the bread-and-butter work behind the flagship programs. It was in build when this case study was written, designed to slot into the same funnel logic: one clear story, one clear next step. From there, the funnel gets its feedback loop — watching where enquiries come from and tuning the ads, pages and emails as one system.