Outcomes

• Homepage conversion rate improved from ~1% → 4%
• Organic inbound traffic grew 6× through intent-based LPs
• Paid campaigns delivered steadier, higher post-click performance
• The website became structured, scalable, and simpler for parents to understand

Context

JetLearn operated across the UK, the Netherlands, and the US, but the website wasn’t built for multi-region needs. Navigation was unclear, landing pages didn’t match search intent, and the homepage didn’t guide parents effectively. Organic traffic was low, and paid traffic underperformed due to weak page clarity. Another problem was high retention rates, did not transfer into any referrals.

The goal:

1. Make the website understandable, structured, and conversion-friendly for three different markets.
2. Build and execute a referral flywheel with Sales and Operations

What I Did

1) Rebuilt homepage + navigation

• Fixed confusing layouts and unclear value hierarchy
• Reduced noise, improved clarity, and tightened the scroll path
• Made primary actions prominent and consistent across regions

2) Built a scalable landing page system

• Search-intent LPs for Python, Scratch, Robotics, etc.
• One template → multiple high-intent variants
• Structured with trust, curriculum previews, outcomes, and reviews

3) Localised UX for UK, NL, and US

• Adjusted copy, tone, and examples for each region
• Updated pricing visibility + CTAs based on local behaviour