Make the value clear
Explain Rachel’s blend of writing instruction and admissions experience before asking visitors to read her full story.
Client experience · Brand · Web
Rachel
Sherman
Turning a trusted, referral-led consulting practice into a clear, credible, and measurable digital business.
Visit live site
Strong expertise was there. The site made families work to find it.
The original experience contained Rachel’s credentials, parent advocacy, and a thoughtful approach, but long passages obscured the offer. The audit found no clear consultation prompt in the hero, hard-to-scan service tiers, and a contact form at the end of a long page.
Show levels of support
Turn five text-heavy offerings into three comparable packages and two focused services.
Shorten the path
Bring consultation prompts and a simpler inquiry flow to the moments when families are ready to take the next step.
From a brochure to a guided decision.
MomentBeforeAfter
First impression
A long introduction carried Rachel’s story; the free consultation offer appeared far down the page.
A concise value proposition, key credentials, and a booking action appear at the top.
Services
Five tiers appeared as dense text and checkmarks, making scope and price difficult to compare.
Three package cards and two focused services make the choices easier to scan.
Credibility
Testimonials and school logos were present but visually buried or ambiguously labeled.
Shorter testimonials, separated proof points, and clearer labels put trust signals in context.
Mobile inquiry
Small type, long sections, and a distant contact form raised the effort required to reach out.
Responsive layouts, readable type, visible booking prompts, and dedicated forms reduce that effort.
This compares the documented experience and delivered design. Conversion improvement has not been quantified here.
Research shaped the hierarchy, then the identity.
- 01
Audit the original experience
Reviewed desktop and mobile layouts, calls to action, services, proof, and readability. The synthesis identified five themes, led by a hidden conversion path and difficult-to-compare offerings.
- 02
Study the competitive field
Compared six admissions and essay coaching sites. The useful patterns were early consultation prompts, explicit proof, and pricing structures that visitors could compare quickly.
- 03
Wireframe desktop and mobile
Explored two structural approaches, then mapped the proposition, credentials, approach, testimonials, service packages, and inquiry flow across screen sizes.
- 04
Build a visual system
Tested a vibrant academic direction and a quieter editorial direction. The resulting identity connects an RS monogram, typography, color, interface components, imagery, and campaign assets.
- 05
Launch and instrument
Built the responsive site with accessible navigation and forms, connected GA4 and Tag Manager, verified seven custom interactions, and delivered reporting through Looker Studio and a weekly digest.
A clearer path from first visit to informed inquiry.
2Responsive wireframe directions
5Offerings made easier to compare
7Tracked interaction types
1GA4-connected reporting dashboard
A reporting system for what happens after launch.
The work includes GA4 and Tag Manager setup, seven verified custom interactions, a weekly email digest, and a Looker Studio dashboard with top-line scorecards, a traffic trend, and tracked-event activity.
Reporting foundation delivered
What the dashboard is designed to answer
- Which channels bring families to the site?
- Where do visitors explore services and pricing?
- Which consultation and contact actions get used?
- How do inquiry actions change over time?
The supplied documentation shows the GA4 setup and describes the Looker Studio dashboard. Performance lift is not asserted without a comparable baseline.
“The project aligned positioning, information architecture, identity, acquisition, and analytics around one customer journey.”
House of Verdure↗