Major Training Group — Website Redesign & Digital Integration

The Client

Major Training Group has been one of Australia's most trusted Registered Training Organisations (RTOs) for over 25 years . Operating across South-East Queensland and regional New South Wales, they deliver vocational education and training across the mining, construction, logistics, transport, automotive, and engineering industries — training over 10,000 students each year with a 95% pass rate .

The Challenge

Despite their strong market position and decades of industry experience, Major Training's digital presence was not keeping pace with the business. Their existing website was failing to convert inbound traffic into enrolments, lacked a clear buyer's journey, and featured weak calls-to-action throughout. Critically, their key business systems — the Axcelerate student management system, HubSpot CRM, and WordPress website — were operating in silos, meaning leads and enrolment data weren't flowing between platforms. The site also lacked robust conversion tracking, limiting the team's ability to measure and optimise marketing performance.

The Objectives

Full Steam was engaged to solve these core challenges with seven clear objectives:

• Convert inbound traffic into qualified leads

• Deliver a refreshed, modern design and improved user experience

• Simplify the user flow across different audience types (students, businesses, apprentices)

• Integrate the website with HubSpot and Axcelerate for seamless lead management

• Strengthen calls-to-action throughout the site

• Refresh and reorganise the website content

• Implement improved conversion tracking across all key actions

The Solution

Full Steam delivered a full custom WordPress website rebuild on Major Training's new edu.au domain, giving the brand an immediate credibility boost through a trusted education domain type. The project ran across 15 weeks, from commencement in March 2023 to go-live in July 2023.

Custom Design & Build

The site was built entirely from scratch using a vanilla WordPress foundation, with a custom-coded theme, mega-menu navigation, and subtle animations — all designed with UX and page speed as priorities. A new information architecture was established around four key audience journeys: Courses, About the College, Student Information, and Business Information.

Systems Integration

Three core platforms were integrated to create a connected marketing and enrolment ecosystem:

• Axcelerate — for student management, course enrolment, and payments (with AfterPay/ZipPay recommended as added payment options)

• HubSpot — for CRM, live chat, forms, and marketing automation, with enrolment data flowing directly into the platform

• Google Tag Manager — enabling seamless deployment of tracking pixels including Google Analytics and Facebook Pixel

Conversion Tracking

A comprehensive conversion mapping and tracking setup was implemented, capturing events including Add-to-Cart, Enrolment Started, Enrolment Complete, Payment Submitted, and re-enrolments — all available in both Google Analytics and HubSpot for automation triggering.

SEO & Performance

All existing on-page SEO was migrated to the new domain, including structured data and schema markup, XML sitemap creation, and 301 redirects from the old .com.au domain. WordPress caching and CloudFlare CDN were implemented for Australian-based speed optimisation, with the site hosted on servers at NextDC Data Centers in Sydney.

ASQA Compliance Guarantee

As part of Full Steam's standard RTO offering, the site was built to be ASQA compliant — with a guarantee to update any non-compliant elements free of charge for ongoing hosting clients.

The Outcome

The new major.edu.au is live and reflects a modern, professional brand that positions Major Training Group as a leading RTO . The site clearly communicates their 25+ years of experience, 10,000+ annual students, and 95% pass rate as key trust signals on the homepage . With fully integrated systems, a streamlined buyer's journey, and conversion tracking in place, Major Training now has the digital infrastructure needed to attract, convert, and retain students at scale.