Tasked with transforming the LEARN academy's website, this project entailed a complete overhaul of the digital experience, focusing on usability, stronger lead generation, and efficient sales management with CRM integration.
When I took over in 2018, LEARN Academy’s website was stuck on a Ruby on Rails platform. It needed constant developer support, making simple changes slow and difficult. At that time, we had 999 leads, 450 applications, and just 72 enrolled students per year. Our lead generation methods were limited, our SEO was weak, and our conversion rates were lower than they should've been.
In 2019, I decided to shift our website to WordPress. This allowed my team to make quick updates, run effective marketing campaigns, and better manage content. In early 2021, we launched a full rebrand and redesigned our entire user experience. We also greatly expanded our digital lead generation and automated our CRM.
There were some significant challenges along the way. The old platform slowed down our marketing. COVID-19 hit in 2020, severely impacting our leads and enrollment numbers. This pushed us to innovate quickly, improve our lead-capturing tactics, and strengthen how we used CRM tools to navigate the unpredictable market.
In 2018, we had 999 leads turning into 450 applications (45% conversion) and 72 students (16% conversion from applications). Our Ruby on Rails website was the main problem - it was like being stuck in traffic when you need to get somewhere fast. I moved us from that slow, developer-dependent website to WordPress so our marketing team could actually control our own site, then evolved from having just one way to capture leads to creating multiple touchpoints where people could connect with us, plus better systems to figure out which leads were actually worth pursuing. The main problems we faced were significant: we couldn't make quick changes to test new marketing ideas because everything needed a developer, we only had one main way for people to become leads so we were missing opportunities, COVID hit in 2020 and knocked our leads down 24% and applications down 38%, and we had to figure out how to get more leads without sacrificing the quality of people actually interested in our programs.
First, I took a close look at our website and identified key problems with the Ruby on Rails platform. Through competitive analysis, SEO audits, and talking directly with stakeholders, I found big gaps in user experience, lead management, and overall marketing flexibility. After this research, it became clear we needed to switch our website platform to WordPress for easier updates and better lead handling.
Next, I planned a complete website redesign and rebrand. My strategy included improving the website’s user experience, ramping up SEO, and integrating a robust CRM system. I also developed new ways for visitors to interact with us—like downloading syllabuses, signing up for events, and optimizing organic traffic through better SEO. Additionally, I laid out a detailed plan to integrate HubSpot CRM, automate workflows with Zapier, and enhance team communication with Slack and SalesMessage.
With the plan ready, I led the complete rebuild of our WordPress site. We simplified navigation, improved the content structure, and added interactive features like live chat and automated forms. The CRM integration with HubSpot included custom fields and automatic workflows, making it easier to nurture leads and smoothly hand them over to sales. We also launched targeted SEO campaigns and expanded our remarketing efforts across multiple channels, including email and paid outreach.
Finally, I monitored our progress using Google Analytics, HubSpot dashboards, and SEO tools like Moz and Google Search Console. Using this data, I regularly adjusted our strategies in real-time. These changes significantly boosted our conversion rates from leads to applications and from applications to enrolled students. By continuously optimizing the CRM, website, and remarketing processes, we sustained strong, consistent improvements over time.
The comprehensive website redesign and CRM integration delivered substantial, measurable growth for LEARN Academy. Here’s a snapshot of how our key metrics evolved from 2018 through 2023:
After moving to WordPress, leads immediately increased from about 999 to over 1,600 within one year, highlighting the value of a more flexible and marketer-friendly platform.
Though leads and enrollments dropped significantly in 2020 due to the pandemic, our strategic enhancements in CRM automation, UX improvements, and new lead-generation channels led to rapid recovery in 2021 and record growth in 2022.
By 2022, we hit a record high with over 3,600 leads—263% growth from the initial 2018 baseline. Even after slight adjustments in 2023, we maintained significant long-term improvement.
From 2018 to 2023, leads grew by 190%, applications increased by 167%, and student enrollments rose by 64%. We consistently generated about 300 leads per quarter, with roughly 70% highly qualified and ready for sales. Our appointment show rate also stayed strong at 50%, clearly indicating higher-quality leads and improved sales engagement.
Our project greatly improved lead quality. Even though lead volume slightly dropped in 2023, applications continued to rise, showing that we attracted more engaged and qualified leads. By switching platforms and optimizing our website and CRM, our marketing became faster and more flexible, allowing quick launches of new campaigns and constant improvements based on real data. The robust CRM we built streamlined internal processes, improved team communication, and made customer engagement more effective. Overall, these changes helped LEARN Academy become more resilient, letting us successfully navigate challenges like COVID-19 and drive steady long-term growth.
The first major challenge was our old website’s rigid infrastructure, which slowed down updates and marketing campaigns. To solve this, I transitioned the website to WordPress, allowing us more agility, flexibility, and faster responses.
Next, the COVID-19 pandemic in 2020 severely impacted lead generation and enrollments. We overcame this by introducing new ways to capture leads—like syllabus downloads and event sign-ups—and improving our SEO strategies. We also strengthened CRM-driven remarketing to nurture potential students more effectively.
Finally, fluctuating market conditions made it tough to keep conversion rates steady. By fine-tuning our CRM automations, improving remarketing tactics, and strategically upgrading user experience, we stabilized our conversions and consistently attracted higher-quality applicants.
Leading the digital transformation at LEARN Academy showcased my ability to blend strategy, technical know-how, and effective leadership. The project pushed me to quickly adapt and problem-solve, especially when facing challenges like outdated technology and market disruptions from COVID-19. By proactively making strategic changes, I significantly improved LEARN Academy’s market position, made our operations more efficient, and set the foundation for long-term growth. This experience reinforced my commitment to driving meaningful business results through thoughtful digital innovation.
