Squarespace Migration for Online Language School

Combining a Website Refresh and an Upgrade to Squarespace 7.1

ESL for Professionals is a fast-growing online language school, providing private and group English as a Second Language classes that help professionals accelerate their careers.

The school’s first website was built on the Squarespace 7.0 platform, and the owner was looking for a refresh. In addition to sharpening the website design, we set goals to:

• Create short, direct pathways to conversion for potential students
• Reduce the amount of content to allow for less time on website maintenance and updates
• Improve email marketing and lead management by integrating with Active Campaign

In addition to setting these goals for website improvement, we also wanted to take advantage of this overhaul to migrate from Squarespace 7.0 to 7.1 — the latest version of the Squarespace website builder platform. (If you’re considering a similar migration, read more about upgrading to Squarespace 7.1 here.)

The Results

Once the new, Squarespace 7.1 version of the website was approved, we managed the migration carefully to ensure minimal interruption or change in organic search visibility.

Following the migration, we tracked the following improvements:

• Site health improved from 86% to 91%, with a 64% decrease in site health issues (Semrush metrics)
• No interruption in website traffic trends
• Increase in goal conversion rate for new lead generation from 4.4% to 10.0% (see Google Analytics screenshot below)

As a bonus, we also assisted with streamlining some back-office business processes. We used the workflow automation tool Zapier to pass new lead information to a custom Airtable database to track the pipeline of new student prospects to enrolled students, connected to classes and teachers.