PROFICENTER
Multi-page website for Englishlanguage courses.
About
I redesigned Proficenter, a multi-page website for an English language school, built around SEO and organic search. As the sole designer, I reworked the information structure and user journey so visitors can find the right course and reach a trial lesson in a few steps, and delivered a mobile-first UI Kit and responsive layouts in three months.
Context
Proficenter is an English language school that relies on organic search to bring in students. The existing website had two main problems. Courses were scattered across the site, so visitors couldn’t easily tell which one fit them. The design was also dated and worked poorly on mobile. The goal was to rebuild the site so it could win search traffic and turn that traffic into trial lessons.
Users and search intents
Visitors arrive from search with very different needs. The site serves the main groups of queries through dedicated pages:
- English for kids
- English for adults
- English in a specific city, across several cities in Ukraine
- Spanish
- Exam preparation
- English for work
My role
Sole designer, working with a developer and an SEO specialist. I designed the site structure, the UI, the UI Kit and the responsive layouts, and handed the design to the developer.
Challenge
The website had to serve a wide range of search intents while staying clear and easy to navigate. With so many pages and entry points, visitors could easily get lost or struggle to find the course that fits them.
Goals
- Redesign the information structure and user journey so users can quickly find the right course and understand their options.
- Create a smooth path from discovery to enrollment.
- Measure success by better course discoverability and a more seamless path from search to enrollment.
Research
I based the structure on three sources: the key search queries, a competitor review and the client’s own view of the business.
Two insights shaped the design. First, people arrive with a specific query, such as English for a particular city or for exams, so each page has to answer exactly that. Second, a large share of visitors come from phones, so the path to enrollment has to stay short on mobile.
Key decisions
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Simple course selection.
With so many entry points, the main risk was choice overload. I organised the paths around who the learner is and what they need, so a visitor can reach the relevant course in a few steps instead of searching through the whole catalogue.
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One clear action: a trial lesson.
Every page leads to the same next step, a short form for a trial lesson. A single, repeatable conversion path keeps the journey from search to enrollment simple.
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Mobile first.
I designed for the phone first and scaled up to desktop, so the shortest path to enrollment works on the device many visitors arrive with.
Information architecture and SEO
For a site that lives on organic search, structure is part of the design. I worked closely with the SEO specialist: we started from the key queries and gave each group of search intents its own dedicated pages, so a visitor lands on a page that matches what they searched for. From there, clear navigation and related-course links help them compare options and move forward instead of getting lost.
Solution
The redesign covers the homepage, a “Who are we?” section with stats and partners, course landing pages and course overview pages. I built a UI Kit with the core components (buttons, forms, cards) so pages stay consistent. All layouts are responsive, and the visual style is bright and engaging, which suits a language school.
Outcome
In three months I delivered the redesigned site structure, user flows, UI, UI Kit and responsive layouts, and handed them to the developer for implementation.
“Olena brought great taste, illustration skills, and creative ideas to our English school website. Throughout a challenging project, she helped us achieve a result the client loved.”
What I took away
A bright, attractive visual style helped the site feel welcoming, but the real work was in the structure. On a site with many entry points, a clear path from search to enrollment matters more than any single page.
