The current Alexandria website informs but does not convert. It functions as a brochure, not a funnel. The six redesigns below target the highest-impact changes in the admissions journey — each benchmarked against what IST, St. Louis School, WINS, and International School of Milan already do. Every change connects directly to the HubSpot CRM infrastructure ISP already has in place.
Zero data on homepage vs. IST showing 8 KPIs. Parents want proof, not promises.
"Registration Expired" visible in April. IST promotes upcoming events with full programmes.
No inline forms, no lead magnets. IST uses OpenApply with triple dedicated CTAs.
Italian-only website for a school branding itself as "international" with 20+ nationalities.
"Excellent results" with zero numbers. IST publishes 100% pass rate, Top 10 IB.
Paid traffic lands on a flat booking form instead of the cinematic homepage. The best asset is hidden behind a second click.
Homepage top fold • Impact: Trust & first-impression conversion
IST shows numbers, Alexandria shows words. For a parent visiting both sites in 5 minutes, IST wins by default. A KPI strip requires zero technical development (simple HTML section in the ISP template) and can be live in 2 days. Impact: immediate trust, reduced bounce rate, more tour requests from organic visitors.
Homepage mid-section • Impact: Brand perception & lead pipeline
A parent seeing "registration expired" on a school charging €5,590/year questions who manages communications. First impressions define perceived value.
An Open Day with countdown and detailed programme generates trackable registrations in HubSpot (every sign-up = warm lead in CRM). IST promotes their Open Day with "AI in Education Lab, Sports, Art Lab" — specific families seek specific experiences. This requires no technical changes: only updated content in the CMS. Implementable in 1 day.
Homepage bottom CTA • Impact: Lead capture & HubSpot pipeline activation
Got questions?
We're here to help you choose the right pathway for your child
Contact Us →A curious parent who isn't ready to call has no low-commitment option. They visit, find no simple way to request info without commitment, and leave. Email not captured. Lead lost. CRM pipeline stays empty.
This is the highest-impact change. Every captured email = a lead in CRM = activation of the HubSpot nurturing workflow that ISP already uses across its network. Without a form, there is not even the possibility of responding quickly. This form is the gate of the entire admissions funnel.
Site-wide • Impact: Expat family capture & brand coherence
An expat family relocating to Alessandria searches "international school Alessandria" — finds this site entirely in Italian. No English version of admissions, fees, or application process.
Result: they default to IST or WINS in Turin (80 km away) because those sites speak their language. Alexandria loses the lead before the first contact.
Priority pages to translate: Homepage, Admissions, About Us, Fees. These are the four pages in the admissions funnel — every other page can follow later.
The site already has a language selector icon in the header. The infrastructure exists — it just needs content.
Every corporate relocation, every expat family, every international employee moving to the Alessandria province will search in English. An Italian-only "international school" website is a contradiction that costs enrolments. Translating 4 key pages is a one-time effort that opens a permanent new lead channel. ISP likely has translation workflows already in use across its 116 schools.
Dedicated page + homepage highlights • Impact: Trust & competitive positioning
When a parent asks "Why should I pay €5,590 when Liceo Galilei is free and has good Eduscopio results?" — the website provides no answer.
Academic Results 2025/26
* Placeholder data for proposal purposes. Actual figures to be sourced from school records and published on a dedicated "Our Results" page, updated annually.
Numbers close deals, opinions don't. When IST publishes "100% pass rate" and Alexandria publishes "excellent results", the parent doesn't need to visit both schools to decide. A dedicated "Our Results" page costs nothing to create and positions Alexandria against both public Licei (INVALSI data) and international competitors (Cambridge rates). Updated annually, it becomes a permanent trust asset.
Paid traffic entry point • Impact: Immediate ROI on ad spend
Option A — Quick Fix
Route Google Ads directly to the homepage (which already has the video hero and full school presentation). Add anchor link to scroll to booking form at bottom.
Option B — Best Practice
Build a dedicated landing page that combines the best of both: video hero + KPI bar + 3 key value props + inline booking form. One page, zero friction, maximum impact.
Every Google Ads click costs money. Sending paid traffic to a page without the school's strongest assets (video, KPIs, testimonials) is like paying for a showroom visit and leading the customer to the storage room. Option A costs zero and takes 5 minutes (change the ad URL). Option B is the professional solution that maximizes conversion on every euro of ad spend.
| # | Change | Problem Solved | Urgency | Effort | HubSpot Connection |
|---|---|---|---|---|---|
| 1 | KPI Bar on Homepage | Zero proof vs IST with 8 metrics | High | 1–2 days | Indirect — trust → more forms submitted |
| 2 | Open Day with Countdown | "REGISTRATION EXPIRED" visible on homepage | Critical | 1 day | Event registration → warm lead in CRM |
| 3 | Inline Lead Capture Form | 0 emails captured, empty CRM pipeline | Critical | 3–5 days | Email → HubSpot → automated nurturing |
| 4 | English Admissions Pages | Italian-only "international" school | High | 5–7 days | New lead channel → expat families in CRM |
| 5 | Published Academic Results | Claims without proof vs competitors with data | Medium | 2–3 days | Credibility → higher conversion on all CTAs |
| 6 | Fix Google Ads Landing Page | Paid traffic lands on flat form, not cinematic homepage | Critical | 5 min – 3 days | Direct — every paid click sees best content |
A fully interactive homepage redesign incorporating all 6 improvements — built to demonstrate the visual and functional leap.
View the Live Mockup →