19 KiB
19 KiB
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| Website Customer-Education Positioning | Rewrite apps/website to lead unambiguously with customer education for SaaS as the primary wedge. Compliance, partner training, and internal academy stay as supporting use cases. Target reader is a CS / Customer Education leader at a B2B SaaS company who should immediately recognize "this is for me" on the homepage. Grounded in shipped features only — no marketing of unbuilt integrations or capabilities. |
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Website Customer-Education Positioning PRD
Status
- Draft (2026-05-15)
- Owner: TBD
- Source:
company/website-customer-ed-pivot.md
Problem
The current apps/website homepage treats all four use cases — customer education, compliance, partner training, internal academy — as equal. The hero copy says "...for teams, customers, and partners." This produces a wedge-agnostic page where a VP Customer Education at a B2B SaaS company cannot immediately recognize that the product is for them.
The strongest opportunity is customer education for SaaS — fastest-growing segment, weakest entrenched competition in the SMB / mid-market slice, strongest ROI proof points. The website needs to commit to that wedge.
The dedicated /customer-education page is already strong (~574 lines) but doesn't get the homepage traffic that should funnel into it.
Goals
- Make customer education for SaaS the unambiguous primary wedge on the homepage
- Surface shipped-but-underused capabilities: AI course creation, MCP server, multi-workspace, programs
- Strengthen the
/customer-educationpage with ROI proof, comparison vs help docs, and the multi-academy / many-programs story - Add supporting pages a CS / Customer Education leader expects: vs-help-docs comparison, template gallery, automation/API page
- Demote (don't kill) compliance and partner-training pages; rewrite partner-training around multi-workspace
- Keep all copy grounded in shipped features — no fake integration logos, no SCIM, no audit-log export, no SCORM
Non-goals
- Pricing changes or any references to plan/tier mechanics on the marketing site
- Building an ROI calculator
- A native-integration logo grid (we don't have native integrations)
- Building new product features (this PRD covers website only)
- Translating the marketing site into multiple languages
- Redesigning the visual system beyond what the section reorder needs
Users & jobs
| Persona | Job |
|---|---|
| VP / Director Customer Education at a B2B SaaS company (50–500 employees) | "I need to launch a customer academy to reduce support load and drive feature adoption. Is this the right tool?" |
| CS leader evaluating Skilljar / Intellum / Northpass alternatives | "Show me how this compares, with a credible product depth and lower friction." |
| PLG founder / head of CX at a Series A/B SaaS | "I want a branded learning portal under our domain — fast, AI-assisted, not a generic LMS." |
| Compliance / partner-program lead | (Secondary) "Can this do my use case too?" — should still find a clear path two clicks deep |
Approach
Homepage rewrite
New hero copy (replaces wedge-agnostic copy in apps/website/src/lib/components/hero.svelte):
- Headline: "Teach your customers your product before support has to."
- Subhead: "Launch a branded customer academy in days. Train customers, certify power-users, drive adoption — under your own domain, with an AI tutor in every lesson."
- Primary CTA: "Launch your academy free →"
- Secondary CTA: "See a live academy"
- Hero visual: a branded customer academy in a browser (e.g.
learn.acme.com), not the current compliance/security mix
New homepage section order in apps/website/src/routes/+page.svelte:
| # | Section | Source |
|---|---|---|
| 1 | Hero (customer-education first) | Rewrite |
| 2 | TrustBand — "Built for product-led SaaS" | Promote from /customer-education |
| 3 | "Why customer education, why now" — ROI band | New |
| 4 | "AI builds the academy" — templates + chat + MCP | New |
| 5 | "Your brand, your domain" — custom domain + white-label | Existing FeaturesSection, retitle |
| 6 | "AI tutor in every lesson" | Existing AiSection, reframe for adoption |
| 7 | "Verifiable certificates + programs" | Combine existing cert sections |
| 8 | "API, webhooks, MCP — automate everything" | New (no logo grid) |
| 9 | "One account, multiple academies" | New |
| 9b | "Many programs in every academy" | New |
| 10 | "Open source, self-host, no per-seat fees" | New |
| 11 | Testimonial + CTA — customer-ed–specific | Rewrite footer CTA |
Sections to remove from homepage (move to feature deep-dive pages, still linked from nav/footer):
LearnerSectionQuestionTypesCertEditorSection
Navigation update (apps/website/src/lib/components/navigation.svelte)
Reorder Solutions:
- Customer Education (primary, subhead "Customer academies for SaaS")
- Compliance Training
- Internal Training
- Partner Training — rewritten around multi-workspace (or folded into Customer Education)
Add a new top-level "Developers" dropdown containing:
- Automation →
/automation(API + webhooks + MCP overview) - Docs → API reference + self-hosting guide
- MCP Recipes →
/mcp-recipes(developer activation gallery) - GitHub → repo link
This is the right home for the OSS + API + MCP positioning that doesn't fit under Solutions.
/templates does not belong under Developers — it's a content / activation surface for course creators (CS leaders building academies), so it sits as a top-level route linked from the homepage and /customer-education. The developer-side analog is /mcp-recipes.
/customer-education page enhancements
The page is already substantial. Add three things:
- ROI proof band near the top: "+22% retention, +38% adoption, -6.1% support costs" with industry-stat source attribution
- "vs help docs" comparison section — direct fair-fight against Intercom Articles, Zendesk Guide, Confluence (which we win on certification, programs, AI tutor, analytics)
- "One account, multiple academies" + "Many programs per academy" — explain multi-workspace + programs as separate but complementary patterns
Do NOT add an integration logo grid (no native integrations).
New pages
| Page | Lives under | Purpose | Primary SEO target |
|---|---|---|---|
/customer-ed/vs-help-docs |
Solutions › Customer Education | Captures "alternative to Intercom Articles / Zendesk" intent | "alternative to intercom articles", "customer academy vs help docs" |
/templates |
Top-level (linked from homepage section + /customer-education + footer). Not under Developers — audience is course creators / CS leaders. |
Public gallery of AI course templates | "customer onboarding course template" |
/automation |
Developers (new dropdown) | Public API + webhooks + MCP server | "lms api", "open source lms api", "mcp lms" |
/mcp-recipes |
Developers (new dropdown) | Gallery of agent prompts/workflows using ClassroomIO's MCP server — developer-side analog to /templates | "mcp examples", "claude mcp lms", "claude course automation" |
Rewrites / softening
| Page | Change |
|---|---|
/partner-training |
Rewrite around multi-workspace: "Spin up a dedicated partner workspace alongside your customer academy — separate brand, separate domain, one bill." |
/compliance-training |
Soften "7-state compliance lifecycle" to "track compliant / expiring / non-compliant"; remove any "audit export" mention; module is basic status tracking only |
| Homepage footer CTA | Replace "Stop chasing training completion manually" with customer-ed-specific copy (e.g. "Stop forwarding help articles to every new customer") |
| Any page mentioning "10 languages" | Soften to "Deliver lessons in 10 languages" — UI translation is incomplete |
Honest-claims rules (applies to every page)
- Don't list native integrations (Salesforce, HubSpot, Slack, Zapier, Notion, GitHub, Intercom, Zendesk, Segment) — none are built
- Don't mention SCIM, audit log export
- Don't mention SCORM / xAPI
- Don't pitch sub-orgs / nested tenancy as separate from multi-workspace (they are the same shipped feature)
- "Multi-tenant" = per-org branded academies AND multi-workspace under one account (both shipped)
Functional requirements
Components touched
apps/website/src/routes/+page.svelte— section reorderapps/website/src/lib/components/hero.svelte— copy + visual rewriteapps/website/src/lib/components/navigation.svelte— reorder, add Customers linkapps/website/src/lib/components/trust-band.svelte— promote to homepageapps/website/src/lib/components/features-section.svelte— retitle for branded-academy framingapps/website/src/lib/components/ai-section.svelte— reframe for adoptionapps/website/src/lib/components/page-signup-cta.svelte— rewrite copy- Existing wedge pages (
customer-education,compliance-training,partner-training) — content updates per above
New components (likely)
- ROI band component (reusable on homepage and
/customer-education) - "AI builds the academy" section (templates + chat + MCP triple)
- "One account, multiple academies" section (multi-workspace pitch)
- "Many programs per academy" section (programs pitch)
- "vs help docs" comparison table component
- Case-study card component
New routes
apps/website/src/routes/(marketing)/customer-education/vs-help-docs/+page.svelte(match existing marketing-group pattern)apps/website/src/routes/templates/+page.svelteapps/website/src/routes/automation/+page.svelteapps/website/src/routes/mcp-recipes/+page.svelte
/mcp-recipes page spec
Top of page:
- Hero — "Build and manage courses with your AI agent. 12 recipes using ClassroomIO's MCP server."
- 3-step setup: install MCP, connect ClassroomIO, paste a recipe
- "Why MCP" 2-line explainer for non-technical readers
Body:
- Filter chips by category (Course creation / Content updates / Bulk ops / Publishing / Power user)
- Grid of recipe cards
Per recipe card → detail page:
- Title + 1-line outcome
- Use case ("when to reach for this")
- Copyable prompt — the actual text to paste into an agent
Recipes to ship at v1 (12 total)
Course creation (4):
- Create a course from a PDF
- Spin up a Customer Onboarding academy from your docs site
- Convert a Loom recording (transcript) into a lesson
- Generate a course from a one-line brief
Content updates (3): 5. Regenerate quiz questions for an existing course 6. Translate a course's lessons to Spanish 7. Rewrite a course landing page for a new audience
Bulk ops (2): 8. Re-tag every course by topic using AI 9. Reorder lessons across multiple courses for consistency
Publishing (2): 10. Publish a draft to production 11. Clone a flagship course into a new program
Power user (1): 12. Daily course-health digest (list courses, summarize completion, post to Slack via webhook)
SEO
- Each new page sets primary keyword in metaTags
- Internal linking: homepage → customer-education → vs-help-docs / case-studies / templates / automation
- Keep existing
docs-vs-company-academypage; cross-link
Success metrics
- Homepage clarity: qualitative — usability test with 3–5 CS leaders; can they describe the product in one sentence after 30 seconds?
- Customer-ed page traffic: % of homepage sessions that click through to
/customer-education— track increase post-launch - Demo / trial signups attributed to customer-ed pages: baseline now, target 2× by month 3
- Developers dropdown engagement: clicks on the new Developers nav item; visits to
/automation,/mcp-recipes, and self-host docs - SEO rankings: track positions for "customer academy software", "customer education platform", "alternative to skilljar/intellum", "open source LMS for customer education"
- No regression in compliance / partner / internal-training conversion paths (they remain reachable, just demoted)
Rollout plan
Week 1 — homepage + nav
- Hero rewrite, section reorder, nav reorder
- Add new Developers dropdown
- Footer CTA rewrite
- Promote TrustBand to homepage
- Soften any unbuilt-feature claims sitewide
Week 2 — customer-education page enhancements
- ROI band
- vs-help-docs section / table
- Multi-academy + many-programs sections
Week 3 — supporting pages
/templates(gallery from AI templates)/automation(API + webhooks + MCP) under Developers/mcp-recipes(12 agent recipes) under Developers
Week 4 — rewrites
/partner-trainingrewrite around multi-workspace/compliance-trainingsoftening pass/customer-ed/vs-help-docspage
Open questions
- Hero visual asset: do we have a usable screenshot of a real branded academy, or do we need a mockup designed?
- Partner-training nav slot: keep it as a top-level Solutions item or fold into Customer Education? Recommend: keep as its own item now that multi-workspace makes it real.
- Internal training: does it need its own page or is it adequately covered by the demoted Compliance + Partner pattern? Recommend: defer until there is signal from inbound.
- vs-help-docs page tone: direct and named (Intercom Articles, Zendesk Guide, Confluence) or generic? Recommend: named — captures the comparison intent and is fair.
- Developers dropdown items beyond /automation: include /docs route if one exists; otherwise the dropdown is API + self-host + GitHub for v1.
- Case studies: noted absent for v1; revisit when we have a named customer willing to be quoted. Footer CTA + testimonials remain as social proof in the meantime.
Risks
- Wedge over-narrowing alienates compliance/internal/partner inbound. Mitigation: keep those pages live and reachable two clicks deep; don't delete content.
- Hero copy too cute ("before support has to") may not match buyer phrasing. Mitigation: A/B test against a more literal alternative in week 2.
- New pages launched with thin content dilute brand. Mitigation: case-studies allowed placeholder; vs-help-docs and templates require real content before launch.
- Sectional bloat if every new section is added without removing the moved-off ones. Mitigation: keep the section-removal todos paired with the new-section work.
Out of scope
- Any pricing-page changes
- Visual redesign / theme work
- Dashboard / product UI changes
- Translation of marketing site
- Building the ROI calculator
- Building native CRM / support-tool integrations