EF Academy: Paid Search Landing Page System

EF Academy: Landing Page System

Paid Search Landing Page Overhaul

When EF Academy restructured its Google paid search strategy, our marketing team identified 50 high-intent keywords that each needed their own optimized landing page. Because our site operates in 20 languages, this meant building 1,000 pages.

I led the design of a modular landing page system that allowed our global teams to create high-performing, on-brand pages efficiently. This new framework improved the user experience and increased paid search leads by over 300%.

THE CHALLENGE

A global paid search overhaul

Our old landing pages were simple and off-brand, built in an outdated identity with incorrect colors, logos, and imagery. Each page featured little more than a photo, short text, and a form—an approach that didn’t match the investment EF Academy asks families to make.

Testing showed that prospective students and parents needed more context—academic programs, student success stories, and campus life—before they felt ready to inquire.
We needed a new system that could communicate our value, stay on-brand, and scale globally for our marketing and web teams.

THE SOLUTION

Design built for scale and lead generation

To meet both performance and production needs, I designed a modular landing-page framework that empowered teams to build pages tailored to user intent while staying on brand.

Each page was crafted to reflect what users were searching for:

“International boarding school” pages highlighted dorm life, dining, and pastoral care.
“AP classes California” or “High school in Oxford” pages emphasized academics, teachers, and student success stories.

Behind every page was a shared module library—academic overviews, campus carousels, testimonial and video blocks, pastoral-care sections, and form integrations—all designed within EF Academy’s refreshed identity. Built in Storyblok, these modules made it easy for editors across 20 markets to assemble localized pages without design or development support.

The result was a flexible, on-brand system that delivered stronger relevance for users, consistency for the brand, and scalability for the global team.

Module library

A scalable design system of flexible, on-brand modules built for usability. Each block was designed with UX consistency and global scalability in mind, allowing editors to assemble localized pages quickly while maintaining a cohesive user experience.