Case Study
Transforming Lounge's website into a primary acquisition channel
Project Role
Company
About the project
Lounge is a mobile-first student engagement platform that helps universities streamline event registration, manage student organisations, and build thriving campus communities. The platform serves two distinct audiences: higher education administrators who oversee campus operations, and the students they support.
As part of a new growth initiative, I took full ownership of Lounge's sales website — redesigning and building the site in Framer, shaping content strategy, and running Google Ads campaigns to drive qualified traffic to the new site. The result: monthly traffic more than doubled within three months of launch.
Client Testimonial
Jack Symonds
Challenge
Declining user traffic and low conversion rates indicated that Lounge’s website was failing to generate leads. With ambitious growth targets and an increasingly competitive EdTech landscape, improving the website's performance as an acquisition channel became a key priority.
Goals
Increase qualified website traffic to broaden market reach
Improve conversion rate — more prospective clients booking demos
Establish the site as a credible, effective acquisition channel
Design Approach
To serve as an effective acquisition channel, we repositioned Lounge as a tool that makes complex, high-stakes campus management simpler and enables student communities to thrive.
Shaping a clearer narrative
I reoriented the site's messaging around operational benefits by leading with an administrator-facing value proposition, foregrounding use cases like event approvals and student organisation management, and introducing a ‘Solutions’ section that spoke directly to different types of institutional buyers.
Building trust and driving conversion
I expanded the university logo wall into an animated ticker to communicate scale at a glance, and introduced a persistent "Book a Demo" CTA in the main navigation, encouraging conversion throughout.
Content as a growth channel
To support long-term SEO and establish Lounge as a thought leader in higher education, I designed and built a ‘Latest’ section which included a blog and a podcast hub featuring in-depth interviews with higher education experts, built to give the sales team a scalable foundation for content growth.
Outcome
The redesigned site launched in June 2025, supported by a Google Ads campaign I set up and managed to drive qualified traffic. Within three months, monthly active users had more than doubled — growing from approximately 900 to over 1,900.
The blog and podcast sections are showing early traction, with the content hub generating consistent traffic from organic search — laying the groundwork for long-term SEO growth.
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