English with Lucy is one of the most recognisable English education brands online, serving a global audience through content, courses, and ongoing programmes.

By the time this website project took place, I had already been designing funnels and landing pages for the business as it scaled. The funnel ecosystem was active and performing, but the website hadn’t kept pace with how the brand and offers had evolved.

The goal of this project was to redesign the website so it felt cohesive with the funnels, reinforced trust, and supported the journey from content into paid offers.

The website had grown reactively.

As the business scaled, pages were added to support launches, promotions, and new offers. While this worked operationally, the site began to feel fragmented. Branding wasn’t applied consistently, and the experience didn’t clearly guide new visitors toward the right next step.

There were a few key challenges:

aligning the website visually and structurally with existing funnels

making the brand feel cohesive across all entry points

supporting conversion without turning the website into a sales page

ensuring the site could scale alongside an active funnel system

Because funnels were already driving traffic and sales, the website couldn’t exist in isolation. It needed to support and strengthen the broader ecosystem.

I approached the website as a connective layer between content, funnels, and offers.

Having already worked on funnel design for the brand, I had a clear understanding of how users were moving through the ecosystem. That informed both the structure and the design decisions on the website.

Lucy had previous branding in place, but it wasn’t being applied consistently and didn’t fully reflect her personality. She wanted the site to feel friendly, human, and approachable, rather than overly polished or corporate.

We leaned into that by using more casual, at-home photography, supported by illustration, colour, and simple graphic elements. The goal was to create a recognisable visual language that carried through both the website and the funnels.

From a UX perspective, the focus was on:

clear navigation and page hierarchy

helping visitors quickly understand what Lucy offers

guiding traffic naturally toward relevant funnels and offers

creating reusable design patterns that worked across both site and funnels

I had full autonomy over the design direction and page structure, and worked closely with Lucy and her team to ensure everything felt aligned as the business continued to grow.

The website now feels consistent with the rest of the ecosystem.

It reinforces trust, supports funnel traffic more effectively, and gives the brand a clearer, more recognisable presence. Visitors arriving from content or ads land on a site that matches what they’ve already seen in the funnels, rather than a disconnected experience.

As the business continued scaling from around 7,000 to over 50,000 students, the website became a stable foundation rather than a bottleneck.

A website doesn’t need to “sell” to support conversion.

When it’s aligned with the funnel ecosystem, its role is to build trust, provide clarity, and guide people toward the right next step. This project reinforced how important consistency is when traffic, funnels, and brand all intersect.