Huntington Learning Center
A multi-site WordPress design framework, UX & content strategy boost engagement and conversions for 275+ sites across a national corporate franchise system
OVERVIEW
For 50+ years, Huntington Learning Center has been one of the nation’s go-to providers of trusted tutoring and test prep services. But the industry is going through massive changes, thanks to advances in AI-powered study assistants, other growing subscription-based and on-demand virtual tutoring models, and test-optional college admissions policies.
HLC needed a web presence that signals to families that they’re a trusted academic partner committed to helping them succeed — inside and outside the classroom — while keeping pace with changing times.
Projects
PAIN POINTS & CHALLENGES
Because there were two types of sites involved in this project — corporate and franchise — we needed to account for the different goals, needs, and expectations of their different audiences while ensuring seamless transitions between the sites to support efficient UX for all.
Content and navigation required optimization across the enterprise — particularly for mobile devices, which account for 55% of their traffic — to boost SEO and conversion optimization.
Franchisees wanted more ownership of their own site content, working within the confines of the established corporate brand identity.
There was a wide variety of lead forms and third-party integrations for everything from center geolocation to call scheduling to payment processing that needed to look, feel, and function seamlessly across all sites.
Other priorities included full ADA compliance and improved site performance metrics — including uptime and general reliability — as well as a plan for robust ongoing analytics tracking and management.
SOLUTIONS: STRATEGY MEETS CREATIVITY
UX Design
Through several intensive workshop sessions, we clarified the user journeys that key audiences needed to take through the key pages of each site type and arranged the navigation and megamenus accordingly.
By contrast, each franchise subsite touts its unique selling points, offerings, staff qualifications, and achievements to engage parents — especially those visiting for the first time. Using strategically placed lead-generation webforms, the sites encourage users to place or schedule a call while capturing their contact information for future remarketing efforts.
Users can also seamlessly browse each center’s localized integrated Google Reviews, business hours, success metrics, and more.
Content Strategy
Across the system, we pared back HLC’s vast content offerings for easier browsing while ensuring that impactful keywords figure prominently into their new messaging. By emphasizing messaging that speaks to parents who often feel emotional stress from their children’s academic struggles, we helped HLC appeal to their need to feel seen and understood. At the same time, we positioned the company as a caring academic partner that will help children grow in confidence and self-esteem, in addition to academic performance.
Website Management
In the future, franchisees will enjoy more control over their own sites via a flexible CMS experience that offers easy content management — with customized editor permissions for various users — while still adhering to the unified corporate HLC look and feel. As a result, their sites will feature a distinctly local flavor, social proof of success tied to their specific area, and a more relatable vibe for prospective families.
Using a sophisticated Looker Studio dashboard, HLC teams now have direct insight and understanding of their website analytics, as well as the effectiveness of marketing campaigns and other initiatives, both for specific center pages and across their entire multi-site system.
