Seesaw Learning Website

Challenge

The existing website was hindering marketing efforts and damaging brand credibility due to severe technical debt and reliance on an ineffective external vendor.

• The site was managed by an external vendor using a rigid, proprietary system. The interface was unintuitive, making it nearly impossible for the internal marketing team to make simple updates without filing support tickets.
• The site suffered from frequent downtime and crashes due to poor coding standards. Additionally, the lack of proper security protocols left the site vulnerable to malicious attacks.
• The site lacked a fundamental SEO structure. There was no strategy for meta data, URL structures were unoptimized, and the content hierarchy was non-existent, resulting in poor organic search performance.
• Despite having a global customer base, the site offered a “one-size-fits-all” experience, failing to address the specific linguistic and cultural nuances of key international markets.

Solution

Led the migration and redesign strategy, focusing on performance, security, and global scalability.

• Completely rebuilt the website using WordPress to ensure flexibility and ease of use.
• Migrated hosting to WP Engine, leveraging their advanced caching and security features. This move immediately stabilized the site and implemented a firewall that successfully blocked the malicious attacks plaguing the previous version.
• Implemented a dynamic language and region selector tailored for UK, MENA, LATAM, Australia, and Brazil. Crucially, this went beyond simple translation; engineered the backend to serve region-specific imagery and curated content to ensure cultural relevance for each market.
• Restructured the site’s Information Architecture from the ground up. This included optimizing the sitemap, implementing proper schema and meta data, and rewriting content to target high-value keywords.
• To remove the bottleneck of a single webmaster, I developed a training program for stakeholders across multiple departments. I trained representatives from each department on WordPress basics, empowering them to own and maintain their specific sections of the site.
• Collaborated with UX and Research teams to diagnose drop-off points in the lead funnel, successfully filtering out unqualified prospects. Partnered with the Lead Research Manager to design and execute user-based experiments (A/B testing/usability studies). Directed implementation with the Lead UX Designer to ensure form designs strictly adhered to research-backed specifications.