Turning a newsletter signup into direct school inquiries

As the sole design intern, I redesigned Beewell’s 4-page site around two audiences, school leaders and parents. Replacing a newsletter-only signup with a direct inquiry form raised monthly school inquiries by 60%, from 5 to 8.

Beewell Indonesia is a school wellbeing consultancy. Its website explained what it did, but gave visitors almost no way to act on it.

As the sole designer during my internship, I audited the existing homepage and redesigned the 4-page website.

Visitors could learn what Beewell did, but the site gave them nowhere obvious to go next.

I started by auditing the live site to find where visitors had no next step.

I then defined the two audiences the site serves. School leaders and counsellors are the decision makers: they need to see what a programme involves and how to start one. Parents follow along: they want practical help and to know what is happening at their school. Every decision below was checked against which of the two it serves.

I built the redesign as a working HTML, CSS and JavaScript prototype hosted on Vercel, so the team could click through real pages instead of static mockups.

For the visual direction, I looked at Bee Well’s social media, where the marketing team already had a consistent system: only the logo colors (teal, yellow and coral) on white. The old site’s purple appeared nowhere else, so I dropped it to make the website match what schools and parents already recognize from Instagram.

The old hero said what Bee Well does but offered no next step, and the logo didn’t link home. I added a “Book a consultation” button to the menu bar and a primary call to action in the hero, so a school can act from any page without scrolling. A secondary “See our framework” link stays for visitors who aren’t ready to talk yet. The button speaks to school leaders, the audience that can actually book Bee Well.

The only way to show interest was a newsletter signup, which treated a school ready to commit the same as a curious parent. I split it by audience: school leaders book a consultation, while parents and teachers get the newsletter. This is the change that later became the direct inquiry form.

I ordered the page like an argument: who Bee Well is, the gap schools face, the framework, how a year works, upcoming events, then the two ways to start. Each section answers the next question a school leader is likely to ask.

Events, partners and community were buried or missing on the old site. Giving each its own page keeps the homepage short, and real partner logos and past events do more to convince a school than claims on the homepage. The Community page is the one built mainly for parents, with plain-language guides.

Before booking a call, a school leader needs to know what working with Bee Well involves. The About page answers that with a four-stage year (Assess, Map, Build, Review), so the commitment is clear up front.

Events change often, so the page had to be easy to keep current. Bee Well already managed its content in WordPress, so I designed the event cards around the details the team already enters for each event, instead of adding a new tool or workflow.

I presented the redesign to the company at an all-hands meeting. The newsletter-only signup was then replaced with a direct inquiry form for schools.

Defining a clear audience early made every later decision easier. Once I knew whether a page was for school leaders or for parents, choices that had felt like taste had a clear answer.

I also learned to set aside what I personally found nice in favour of what fit the brand. Matching Bee Well’s social media meant dropping colors I liked, but it made the site feel like the same organisation people already knew.