eLearning
Learning businesses that engage, educate and convert.
How I work with learning businesses
I have built learning businesses myself, growing an online training business to tens of thousands of students, and I have taught marketers and entrepreneurs across the UK. I know the pressure of a launch week and the relief of a funnel that sells while you sleep.
I start with the learner. What problem are they trying to solve, what have they already tried and what would make them confident enough to buy? The answers shape the positioning, the content and the offer far more than any marketing tactic.
Then I look at the whole journey, from first contact to enrolment to completion and the next purchase, and fix the steps that matter most. The goal is a learning business that grows steadily, with a brand people trust and an audience that keeps coming back.
The challenges I see
Great courses nobody finds
Many course creators and learning businesses have excellent content and too little demand. The product is ready, but the audience, positioning and funnel are not.
Launches that feel like starting from zero
Every launch takes huge effort, sells for a few days and then goes quiet. Without an evergreen engine, revenue swings from feast to famine.
Funnels that leak
Webinars, free lessons and email sequences are set up once and rarely improved. Small leaks at each step add up to most of the potential sales being lost.
Rising cost per student
As paid ads get more expensive, the cost of acquiring each learner rises, and courses priced on old assumptions stop being profitable.
Low completion and low repeat purchase
Students who do not finish rarely buy again or recommend you. Completion and community are marketing problems as much as teaching ones.
Hard to scale beyond the founder
Many learning businesses depend on one personality. Building a brand, a team and systems that can grow beyond the founder is the next big step.
What I do
Course and proposition development
Shaping what you sell, who it is for and why it matters, so the course is easier to market and easier to buy before a single ad runs.
Pricing and packaging
Testing price points, payment plans, bundles, memberships and premium tiers that fit what learners value and what the business needs to earn.
Launch strategy
Planning launches that build anticipation, convert well and leave you with a bigger, warmer audience for the next one.
Evergreen funnels and webinars
Building and improving always-on funnels, from lead magnets and webinars to email sequences and sales pages, so enrolments keep coming between launches.
Paid acquisition
Paid social and search campaigns built around what a student is worth, with creative that speaks to real outcomes rather than hype.
Email nurture and retention
Sequences that turn interested readers into students, and students into repeat buyers, advocates and members of a lasting community.
Content and organic growth
Content, social and search strategies that build authority and bring in learners without paying for every visit.
Platforms and technology
Advice on learning platforms, CRM and the tools that connect them, so the student experience is smooth and the data is reliable.
Signs it is time to bring me in
Revenue depends on the next launch
Each launch brings a spike, then a long quiet stretch. You want a business that earns steadily, not one that lives from launch to launch.
Ad costs keep climbing
The cost of finding each new student keeps rising, and the course price no longer covers it comfortably.
Your audience has stopped growing
The list, the followers and the webinar numbers have plateaued, and new learners are getting harder to reach.
Students are not finishing
Completion is low, reviews are thin and few students come back for a second course.
You want to sell to businesses
Individual learners got you here, but team and corporate sales could change the scale of the business.
The founder is doing everything
Teaching, marketing, sales and support all run through one person, and something has to give.
How we start
First conversation
We talk through your courses, your audience and your goals, and where the business feels stuck today.
Funnel review
I go through the whole journey, from first contact to enrolment, completion and the next purchase, and find where the biggest leaks are.
Plan
You get a clear plan covering proposition, pricing, launches, evergreen funnels and acquisition, with priorities and realistic targets.
Delivery and leadership
I lead or guide the work, with your team or through Vertical Brands, and we review enrolments, costs and completion together every month.
How I can help
Fractional CMO →
Senior leadership for learning businesses that need one person to own launches, funnels, acquisition and the team.
Consulting →
A focused project, such as a proposition and pricing review, a launch plan or a full funnel audit.
NED →
Board-level experience for education businesses planning to raise investment, scale or sell.
Agency Services →
Hands-on delivery of funnels, paid acquisition, email and creative through Vertical Brands, my agency.
Why learning businesses work with me
I have done it. Building a training business to tens of thousands of students taught me what actually moves enrolments, what wastes money and how fragile a business can be when it depends on launches alone.
I understand both sides of the product. Good teaching and good marketing are different skills, and the best learning businesses respect both. I help you sell with integrity, promising what the course genuinely delivers.
And I focus on durable growth: a stronger brand, a bigger audience and funnels that keep working, so each year builds on the last.
My view on growing a learning business
People do not buy courses. They buy a better version of their future, and they buy it from someone they trust. The marketing that works best in education is generous, specific and honest about what the course delivers.
That trust compounds. Every useful free lesson, every student who finishes and every review that mentions a real result makes the next launch easier and the next ad cheaper.
Creative people feel. Performance you can measure. A learning business needs both the warmth that builds trust and the numbers that keep it profitable.
eLearning marketing questions, answered
Do you work with course creators as well as larger learning businesses?
Yes. I work with founder-led course businesses, training companies and education brands at different stages. The common thread is a learning product with real value that needs a stronger, more predictable way to reach the right people.
Should we launch or go evergreen?
Often both. Launches create energy and urgency, while evergreen funnels keep revenue steady between them. The right mix depends on your audience, your price point and how much time you can give each launch.
How do you price an online course?
By starting with the outcome it delivers and what the learner would otherwise spend to get it, then testing. Pricing, payment plans and tiers can change profitability more than any campaign, so they are always worth reviewing.
Do webinars still work?
Yes, when they genuinely teach something and lead naturally to the offer. Many webinars underperform because they are too long, too salesy or never improved after launch. Small changes to the hook, structure and follow-up can make a big difference.
Which learning platforms do you work with?
I have experience with the major course and learning platforms, including Thinkific and Teachable, and with the email, CRM and payment tools that sit around them. I help you choose and connect the right stack for your business.
How do you reduce the cost per student?
By improving every step of the funnel rather than only the ads: a clearer proposition, a stronger lead magnet, a better webinar or sales page and smarter email follow-up. When conversion improves, the same ad spend brings in more learners.
Can you help improve course completion?
Yes. Completion is driven by onboarding, structure, community and timely nudges as much as by the content itself. Higher completion leads to better reviews, more referrals and more repeat purchases, so it is a growth lever as well as a teaching one.
Can you help us sell to businesses as well as individuals?
Yes. Many learning businesses grow by adding team and corporate sales. That needs different positioning, pricing and outreach, often including LinkedIn and outbound, and I help plan and build that route.
Do you help with content and organic growth?
Yes. Content, social media, search and partnerships build authority and lower the cost of every launch. I help you decide which channels suit your audience and how to make them work together.
What experience do you have in eLearning?
I have built learning businesses myself, including an online training business with tens of thousands of students, and I have taught marketers and entrepreneurs across the UK. I bring that first-hand experience to every learning business I work with.
Can you help us scale beyond the founder?
Yes. That usually means building a brand that does not rely on one personality, adding instructors or programmes, and putting the team and systems in place to run marketing without the founder doing everything.
How do we get started?
Get in touch through the contact form with a little about your courses, your audience and your goals. We will arrange a first conversation and agree the support that fits best.
How quickly will we see results?
Funnel and sales page improvements can show results within weeks, especially if you have existing traffic. Audience growth, brand and evergreen systems take longer, so I plan for both.
Do you work with learning businesses outside the UK?
Yes. I am based in London but travel a lot and work with education businesses around the world. Most of the work can happen remotely.
What does it cost?
It depends on the role and the scope. I share clear options after our first conversation, from a focused project to ongoing leadership or hands-on delivery.
Do you help with memberships and communities?
Yes. Memberships and communities can create recurring revenue and much higher lifetime value. I help design the offer, the onboarding and the retention so members stay.
