Redesign of a local English school website Pre/After
I recently worked on the redesign of a local English school website: Queen’s English Lab.
Before the redesign, the website had a pretty weak online presence. Looking at the old website data, over the previous 6 months it had around:
- 317 total visits
- inconsistent traffic
- almost no shares
- a structure that felt more like a basic brochure site than a lead generation tool
The main issue wasn’t just the design.
The old website didn’t really guide the user. It wasn’t immediately clear who the school was for, what courses they offered, why someone should choose them, or what the visitor should do next.
With the new website, I focused on 4 main areas:
- Clearer positioning I reorganized the offer around the main needs: certifications, courses, tutoring, and information about the school.
- Simpler navigation The goal was to make it easier for users to understand where to click and explore the website without getting lost.
- A more conversion-focused structure Instead of just having a generic “About” and “Contact” page, I tried to create a clearer path toward requesting information or booking a trial lesson.
- A cleaner SEO foundation I worked on sitemap setup, indexable pages, better page structure, and monitoring through Google Search Console.
The first data from the new website looks like this:
- 236 visitors
- 589 pageviews
- 2.5 pageviews per visit
- 36 visits from Google
- 49 organic clicks from Google Search Console
- 192 impressions
- 25.5% average CTR
- average position: 7
The most interesting part for me is not just the number of visits.
It’s that users are actually exploring multiple pages: homepage, certifications, courses/tutoring, and about page.
That suggests the new website is easier to navigate and communicates the school’s offer more clearly than before.
Of course, it’s still early. I don’t want to overstate the results, because this is just the initial data.
But the comparison is encouraging:
Before: basic brochure website, unclear structure, weak user journey.
After: clearer website, better navigation, early positive SEO signals, and a stronger foundation for generating leads.
The next step is tracking real conversions:
- WhatsApp clicks
- form submissions
- trial lesson requests
- organic traffic growth over the next 60/90 days
This project made me realize again that for many local businesses, the problem is not just “having a nice website”.
The real challenge is building a website that clearly explains the value of the business and guides the visitor toward taking action.
For those of you who have worked on local business websites: which metrics would you track most closely over the next few months?