inquirED Website Redesign

About

  • Led brand and content strategy and built initial Figma wireframes, partnering with marketing and directing an external agency through execution.

  • Repositioned the site from an education nonprofit to a clear, product-driven brand—clarifying value propositions, conversion paths, and differentiation for educators and district leaders.

  • Simplified website messaging to be direct, human, and easy to understand at a glance, pairing plainspoken language with emotionally resonant classroom photography to build trust and connection.

  • Designed the experience to differentiate from ELA competitors through stronger hierarchy, bolder brand expression, and narrative flow, rather than catalog-style layouts or academic language.

  • Built for competitive differentiation and SEO/AI search in close partnership with growth marketing.

Repositioned the homepage from mission-led nonprofit messaging to a clear, product-driven value proposition, which better showed what inquirED offers, who it’s for, and how to connect with us. Clear, direct messaging paired with real classroom photography, designed to build trust and emotional connection in the first seconds.

Built to stand apart from ELA competitors by prioritizing clarity, hierarchy, and human moments over dense text and generic imagery.

Shaped our product pages through ICP-focused narratives which combined outcomes, classroom experience, and differentiation rather than feature lists or academic framing. Wove in compelling content throughout product pages to increase top of funnel conversions.

Introduced motion and video to bring the learning experience to life, using classroom B-roll and customer voices to build trust, warmth, and modern brand expression. I focused on a tik tok style video for testimonials, so it would feel immediate and authentic. and classroom footage was filmed in a style that highlighted the joy, focus, and engagement in inquirED classrooms.

Designed a content system that supports top-of-funnel conversion, SEO/AI-driven search and balances depth, clarity, and scannability. Led messaging direction across the site, calibrating voice and tone to be plainspoken, approachable, and clear at first glance for both educators and district leaders.

Ensured the experience translated to mobile, maintaining hierarchy, motion, and conversion clarity across devices and traffic sources.

Impact

The redesign repositioned inquirED from nonprofit-style messaging to a product-driven brand, with a site structure built to convert.