A website redesign centred on parents’ questions, with the goal of increasing
the enquiry conversion rate by 10%.
Idea School commissioned a website redesign to increase enquiries from prospective parents. On the existing site, information about safety, daily life and admissions was spread across several pages. Dense text and competing calls to action made it harder for parents to assess the school and decide what to do next, especially on mobile.
Increase the number of enquiries submitted through the website.
If the redesign answers parents’ key questions in a clear, mobile-friendly structure, more visitors will feel ready to contact the school. The target is a 10% relative increase in enquiry conversion.
Four parent interviews identified the questions families asked before getting in touch.
A website audit mapped where the existing site answered them.
The previous site placed shelter information under About. The redesigned homepage answers the immediate question: the school has a certified shelter, and teachers continue lessons or other activities during an alert. Photos and video remain on the detail page.
The primary school card gives parents a concrete example of the support offered: a tutor and psychologist, daily lessons, studios and excursions. The gallery shows children and teachers in school life.
Parents wanted to see the people and everyday life behind the school’s descriptions. The homepage includes parent feedback and photographs of school life. Teacher profiles have a dedicated place in the site structure.
The existing navigation separated information about the school, learning and admission. The new sitemap keeps detailed information about the school, learning formats and admission on dedicated pages. The homepage brings essential answers together and links to those details. Parents can review the school before choosing how to get in touch.
The final design brings structure visual language and content into one consistent system across desktop tablet and mobile while keeping the experience recognizable coherent and easy to navigate.
The project produced a sitemap and responsive website designs.
Enquiries. Define a qualified enquiry with the school. Track enquiry volume, traffic source and request type, then see which enquiries lead to a visit, trial week or enrolment.
Comprehension. Ask prospective parents to find safety information, explain the difference between a visit and a trial week, and submit an enquiry. Record where they hesitate and revise the relevant content or form.
