Life Saving First Aid is a leading training provider in Victoria, offering nationally accredited first aid and CPR courses. While the business had earned strong trust in course delivery, its website was holding it back. The goal was to redesign the site into a professional, user-focused platform that built credibility, simplified bookings, and supported rapid growth.
The original website had been built in-house and lacked the polish customers expected from an established training provider. The layout was cluttered, the content was inconsistent, and the booking process caused confusion and high abandonment rates. Visitors trusted the training but hesitated to complete payments online. The business needed a complete redesign that could turn website traffic into confident bookings.
The company was operating at full capacity with courses running daily across multiple locations. There was limited time to plan, test, and launch a new site without disrupting ongoing business. With no internal development resources, the website had to be built externally but remain easy for staff to manage and update after handover.
Early illustration drafts looked too generic and did not reflect the brand’s tone. During testing, users described the visuals as stock-like, which weakened the sense of trust we wanted to convey.
Working closely with the graphic designer, we created a new set of custom illustrations in-house. These visuals were more aligned with the company’s personality and helped the site feel more authentic and professional. The result was a design that connected better with customers and strengthened the perception of a solid, credible business.
We transformed the website into a clean, professional, and high-converting platform. The new design focused on clarity, trust, and usability. Course benefits were presented clearly, the booking process was simplified, and the brand was positioned as a reliable industry leader. We used friendly custom illustrations to make the site approachable while maintaining authority and consistency with the existing brand identity.
Myself (Design Lead and Frontend Developer)
1 Project Manager
1 Graphic Designer
2 Subject Matter Experts
1 Copywriter
I led the redesign of the website across UX, UI, and frontend development. I mapped the visitor journey, designed wireframes, and produced high-fidelity UI in Figma. I worked closely with the graphic designer to create custom illustrations that strengthened the brand’s authenticity.
For the frontend, I built the site in WordPress with a streamlined booking system, ensuring it was easy for staff to manage courses and locations. I collaborated with the copywriter to simplify course descriptions and booking instructions, and coordinated with the project manager and subject matter experts to keep the project on schedule and aligned with business priorities.
I also ran internal testing and iterative refinements to validate usability and ensure a smooth booking experience for customers across desktop and mobile.
Website traffic increased from 600 to 2,000 monthly users. Bookings rose significantly, enabling expansion from 3 to 7 training locations. The company achieved a stronger market position and now competes confidently with larger providers.
“The website redesign has transformed our business. Revenue has grown, bookings have soared, and we’ve expanded faster than expected.”
Daniel P, Director
