Transforming a Leading B2B Online Learning Platform

Discover how we unified automated lead capture, onboarding, and built a branded learning journey that sets a new standard for B2B online education on Kajabi.

A Be Mobile 'Tutorial Hub,' a digital product providing exercise tutorials is displayed on two smartphones. The left phone displays the product's menu with options like 'Why exercise matters' and 'Managing conditions.' The right phone shows video thumbnails. On the left side is a branded colour pallet. In the foreground, a senior woman lifts dumbbells with assistance from a younger trainer.

Genuineshift.com

GenuineShift is an online learning platform that empowers insurance broker teams, including account managers, team leads, and executives, to grow professionally through on-demand and cohort-based programs. Serving 100+ firms nationwide, 23 of the top 100 insurance organizations, GenuineShift’s Client Service Academy delivers practical, transformative training for a high-pressure, high-stakes industry.

THE IDEA:

Redesign and scale GenuineShift’s B2B digital platform, moving from a basic, template-driven experience to a seamless, user-friendly portal with differentiated access for free and paid participants. The goal: go beyond generic onboarding to create a streamlined journey, and shift from manual lead capture to an automated acquisition funnel that guides LinkedIn leads directly into the platform.

BRAND MOTIVATED:

Motivation partnered with GenuineShift’s leadership to craft a strategy-first roadmap, unifying content and clarifying product access. We transformed scattered resources and unclear navigation into a beautifully branded portal that integrates both cohort-based and on-demand programs. The result: an automated, scalable infrastructure that supports ongoing and new programs without disruption, built for the demands of B2B growth.

TECHNOLOGY:

Funnel Design

After the discovery phase, we designed a dual-path lead generation funnel. We transitioned from a one-size-fits-all sign-up approach to a tailored acquisition funnel for free users, utilizing Launchpad and Kajabi. Additionally, we implemented a registration funnel for paid on-demand and cohort-based B2B programs using the Monday.com CRM.

Conversion Pages

We turned GenuineShift’s Home, About, and Pricing pages into high-converting B2B assets, clear value, trust-building proof, and frictionless plan selection, making it easy for business clients to engage and convert.

Custom Portal

The Motivation team transformed GenuineShift from a basic Kajabi Library to advanced, intuitive portals for free and paid users. With an advanced rule system, each group accesses different courses and distinct portal interfaces, ensuring tailored journeys under one cohesive brand design..

THE RESULT

Clarity, Confidence, and Cohesion for Every User Type

GenuineShift’s platform now embodies the clarity and confidence they teach. From high-converting public pages to rule-based portals for both free users and paid customers, every touchpoint delivers a premium, branded experience, empowering service professionals, leaders, and executives at every step. The transformation ensures every user, regardless of access level, enjoys a seamless journey tailored to their needs, driving engagement and satisfaction across the board.

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Highly Converting Lead Gen Page

The lead generation page leverages proven 4Ps copywriting and design tactics for the B2B audience to spotlight GenuineShift’s value proposition. With compelling visuals, clear CTAs, and seamless navigation, users are guided to the right path, whether signing up for free resources or enrolling in premium programs. Mobile-optimised and lead-gen ready, it’s designed for conversion.

Integrated Kajabi and Monday.com forms and dynamic copy support lead capture and segmentation, ensuring every visitor is welcomed, informed, and empowered to take the next step. The page sets the tone for the entire platform, making a strong first impression and maximising conversion opportunities from the very first interaction.

Seamless Lead Gen Funnel

A seamless, two-step acquisition funnel effectively captures and segments leads from LinkedIn, Facebook, and other high-traffic platforms, instantly directing them to a personalised portal. This intelligent segmentation enhances engagement and lays the groundwork for GenuineShift’s scalable user acquisition.

The flow is optimised for capturing leads, segmenting them at signup, and directing them to the right resources. This initial segmentation not only increases conversion rates but also ensures each user’s journey is relevant and valuable from the very first interaction.

Conversion-Optimised Registration Funnel

We implemented an additional registration funnel for paid on-demand and cohort-based programs, fully integrated with Monday.com CRM. This multi-step flow captures, qualifies, and segments leads, guiding each participant through a tailored onboarding journey, maximising conversions and ensuring every user lands in the right program from the start.

Automated tagging and segmentation ensure every lead is nurtured and directed to the most relevant offering, while the integration with Monday.com enables real-time tracking and follow-up, turning interest into committed, engaged participants.

Flexible, Rule-Based Pricing Experience

Our flexible, rule-based pricing page empowers businesses to select the ideal program for their teams, whether self-enrol, free access, or enterprise solutions. The page is structured to serve individuals, professionals, and enterprise clients, with tiered pricing visuals and persuasive copy focused on value.

Each pricing block features dual buttons: one for instant signup to the free portal via an acquisition funnel, and another for seamless registration to paid programs through Monday.com, mirroring the experience on the homepage. This unified approach ensures every user, regardless of their path, enjoys a consistent, intuitive journey across the entire website, making plan selection and enrollment effortless for every audience segment. Certainly! Here’s a two-paragraph version that clearly states this is the About page and emphasizes its strategic impact:

Strategic Brand Story Page

The About page was reimagined as a strategic, mission-led experience that goes far beyond a standard company introduction. We transformed GenuineShift’s story into a compelling narrative, placing impact stats, bold positioning (“Clients hire you to be led.™”), and founder authority front and center, supported by social proof and values-driven content. The layered, scannable layout is designed to engage both decision-makers and service professionals, making the brand’s purpose and credibility immediately clear.

Instead of a typical “meet the founder” or timeline, we built a narrative structure focused on purpose, credibility, and values. Icon-based value blocks, responsive layouts, and accessible headings make the content easy to scan, while emotional resonance and proof points build trust and inspire action. This approach ensures the About page is not just informative, but a powerful driver of connection and conversion.

Free Members Portal (Client Service Center)

Driven through an acquisition funnel, free members land in a personalised, value-packed portal featuring GenuineShift branding, a welcome video, curated resources, and clear upgrade paths. Intuitive navigation and regular updates keep users engaged and moving toward premium offerings.

The portal’s sidebar and top menu provide easy access to resources, programs, and account management. Featured content, “Coming Soon” sections, and upgrade prompts ensure free users always see the next step in their learning journey, increasing engagement and conversion potential.

Paid Participants Portal (Library Page)

Paid users access a focused, distraction-free portal with streamlined navigation, direct entry to enrolled programs, and full account management. The experience is tailored for deep learning and progress, supporting GenuineShift’s high-value B2B cohorts.

Organised program resources, quick access to materials, and a consistent layout help participants stay focused and maximise their results. The portal minimises distractions and keeps the spotlight on learning and achievement, driving satisfaction and retention.

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Branded Privacy & Compliance Hub

With users across North America, compliance is non-negotiable. We implemented a branded consent module, cookie management, and a legal hub, ensuring GenuineShift meets U.S. and international privacy standards while maintaining a seamless, on-brand experience.

The ePrivacy module is custom-designed to match GenuineShift’s branding and includes opt-ins for resources, marketing communications, and member terms. This approach builds trust with users and demonstrates GenuineShift’s commitment to data protection and transparency, supporting both regulatory requirements and user peace of mind.

Branding & Stylesheet Command Center

We built GenuineShift’s Kajabi platform on the Launchpad Stylesheet centralised, scalable design system that ensures every page radiates professionalism, energy, and approachability. This stylesheet acts as the visual command center, unifying the entire platform’s look and feel while making it easy to scale and update as the brand evolves.

By mirroring the tone of GenuineShift’s training, clarity, confidence, and approachability, we created a cohesive visual identity that strengthens brand recognition and trust. The smart, scalable design system aligns with GenuineShift’s values and supports a consistent user experience for every participant, regardless of their journey or device.

Content-Rich Blog Experience

We delivered a clean, responsive blog design with powerful search and flexible formatting. Every post, whether article, video, or branded insight, reinforces GenuineShift’s expertise and keeps users engaged, while the card-style layout aligns visually with the platform’s modules for a seamless brand experience.

The blog supports flexible content types, allowing the team to embed videos, highlight key takeaways, and create interactive learning moments. Visitors can easily find relevant content by keyword or topic, making the blog a valuable resource for ongoing professional development and thought leadership.

Launchpad Responsive Design

Using our Launchpad framework, we engineered GenuineShift’s site for flawless performance across all devices and browsers. Fast load times, responsive layouts, and optimised assets ensure every visitor, whether on mobile or desktop, enjoys a frustration-free, engaging experience.

We overcame Kajabi’s limitations to deliver seamless accessibility for professionals across industries, roles, and devices. Optimised asset loading and sizing also boost SEO performance and keep users engaged from the first click, supporting both user satisfaction and business growth.