WCTC website diagnosis
Turning a credibility-rich education website into a clearer decision path.
WCTC did not have a credibility problem. It had a conversion architecture problem.
The site had strong expertise, outcomes, philosophy, testimonials, service categories, and an existing consultation path, but parents had to work too hard to identify the right service, see the right proof, and take the next step.
Context
A tutoring and coaching company with strong proof and differentiated services, but a site that behaved more like a credibility archive than a buyer-routing system.
What I did
Analyzed raw HTML, XML sitemap, metadata, PageSpeed output, page structure, messaging, CTA hierarchy, service routing, lead-capture paths, and the consultation journey.
Output
Produced a prioritized revenue-oriented diagnosis plus a bounded implementation and QA plan for lead capture, Mailchimp routing, reusable CTA/signup modules, tracking, and page-level follow-up.
The high-value findings
- Homepage: Move service routing into the top third and treat the homepage as a triage surface, not a brand essay.
- Services: Turn the services page into a decision-assist tool with parent-recognizable scenarios, best-fit guidance, proof, and a clear “not sure?” consultation path.
- Proof: Place the right proof next to the right decision instead of relying on broad testimonial and case-study archives.
- Lead capture: Replace fragmented or misleading signup paths with a reusable module connected to the correct Mailchimp audience, tags, and source logic.
- Measurement: Distinguish CTA and form behavior by page/location and validate submissions, tagging, success states, mobile usability, and tracking before calling the fix done.
Priority sequence
Why this work matters
The value was not a prettier website. It was identifying the real bottleneck inside a complex marketing system, then translating that diagnosis into a bounded, testable sequence of business and technical fixes.