How I Fixed It
Educator Acquisition Funnel & Decision-Maker Messaging
Education is a layered buying environment. I mapped the acquisition journey across three decision-maker tiers, district administrators, school principals, and classroom teachers, and built distinct funnel paths for each, with messaging aligned to their specific authority level, pain points, and student outcome goals. Demo and sign-up flows were tailored to each tier, from district-wide pilot requests to individual teacher onboarding.
From no funnel structure to clearly defined acquisition journeys for all three tiers, with improved lead quality, reduced unqualified demo requests, and a funnel architecture that enabled accurate attribution from the start.
Google Ads Campaign Launch & Optimisation
With the funnel architecture in place, I launched structured Google Ads campaigns segmented by query intent across tutoring platforms, classroom support, and subject-specific learning queries. Ad copy was written around educator pain points, performance gaps, limited support resources, and scalable intervention tools. Negative keyword pruning eliminated consumer and student-facing traffic, and Smart Bidding was optimised for demo and sign-up conversion events.
Qualified demo and sign-up volume grew +96% while cost per click dropped ~29%, from expensive, low-intent traffic to a campaign driving higher-intent education decision-makers directly into the funnel.
Landing Page & Onboarding Flow Optimisation (CRO)
Targeted traffic needed a conversion experience built for how educators actually evaluate and adopt new tools. I designed landing pages around educator pain points, student outcomes, ease of implementation, and district compliance, structured page flow to guide visitors to demo booking in minimal steps, added social proof including school references and outcome data, and built separate landing experiences for district and school-level entry points.
Landing page conversion rate improved by ~33%, from generic pages losing qualified visitors to tailored, trust-led experiences with reduced drop-off across all three decision-maker tiers.
Full Tracking Stack Implementation
Without measurement, every optimisation decision is guesswork. I implemented GA4 with full event tracking across demo requests, sign-ups, and onboarding steps, configured GTM to manage all tracking without developer dependency, and built custom dashboards surfacing CAC by channel, conversion rate by funnel stage, and campaign-level performance data.
From zero tracking visibility to full-funnel attribution from ad click to enrolled educator, with CAC measurable by channel and campaign, and a weekly optimisation cycle running on real data.
SEO Foundations & EdTech Content Strategy
To reduce long-term paid dependency, I conducted a technical SEO audit, resolved foundational issues suppressing organic visibility, built a keyword framework targeting long-tail EdTech and tutoring queries with educator intent, and developed a content strategy around peer learning, subject-specific tutoring, and student outcome improvement topics.
From no organic presence to established SEO foundations, with improved crawlability, an educator-intent keyword framework in place, and a content strategy positioned to build compounding organic visibility over time.
