English with Lucy
Long-term funnel design and website rebuild for an education brand at scale
Details
Tools:
Clickfunnels | Figma | Wordpress | Deadline Funnel | Kit
Date:
2022-present
Background
English with Lucy is one of the most recognisable English education brands online. Lucy teaches millions of people through content, courses, and programmes, and has built a global audience over many years.
When I started working with her in 2022, the business was already doing well. She had around 7,000 students and strong demand. Over the years we worked together, that number grew to over 50,000.
I initially came in to design a single landing page. That quickly turned into ongoing work. Pages kept coming, launches kept happening, and soon I was on retainer, designing monthly for the business. Over time, that evolved into a full website project alongside ongoing funnel work.
I worked with Lucy directly and with her growing team as the business scaled.
The challenge
The biggest challenge was balancing conversion with brand at scale.
English with Lucy serves a large, price-sensitive audience. Direct response principles matter here. Deadlines, open and close carts, promotions, and urgency are part of how the business operates. Almost every project had a fixed launch date.
At the same time, the digital experience didn’t reflect the quality of the education. Early on, many pages were built quickly on standard templates. Branding wasn’t applied consistently. The experience worked, but it didn’t build long-term trust or recognition.
There was also a real risk in going too far in either direction.
Too salesy, and the brand would feel cheap.
Too minimal, and conversion would drop.
The challenge was designing pages that could perform under pressure while still building a recognisable, trustworthy brand over time.
The approach
This was very much a “build while scaling” environment.
Lucy had brand work done before we started working together, but it wasn’t really being applied as it didn't fully resonate.
Instead, we leaned into something more human and fun. Lucy started taking photos at home, and I built the visual direction around that. We combined those images with illustration, graphics, and colour to create something that felt friendly, recognisable, and different from the typical education space.
From a structure point of view, I had full autonomy over design decisions. My focus was always clarity first. Making offers easy to understand. Helping people compare options. Guiding attention so pages felt simple, not overwhelming.
We used direct response elements intentionally. Urgency and deadlines were clear, but not aggressive. The goal was to help people decide, not pressure them.
Because timelines were often tight, I also had to constantly balance speed and quality. Knowing when something needed another round of refinement, and when it needed to ship. Designing pages in a way that made them easy to reuse, update, and adapt for future launches.
While I didn’t lead copy, pricing, or offer creation, I regularly made suggestions around clarity and structure to support conversion and reduce confusion.
Results
Over time, the brand became far more recognisable and trustworthy.
Conversions improved. Launches became easier to execute. Traffic was increasingly directed to pages that were both optimised and brand-building, rather than one-off campaign assets.
English with Lucy is now widely seen as a leader in the English education space and the go-to brand for many learners. The digital experience finally matches the quality and care of the education itself.
Just as importantly, the system supports scale. Pages don’t need to be reinvented every time. New launches fit into an existing structure, rather than breaking it.
Personal insight
This project taught me a lot about what sustainable growth actually looks like.
When a business is scaling fast, design can’t be precious. It has to work under pressure. Deadlines are real. Timelines are tight. And decisions have consequences beyond a single page.
I learned how to balance performance with brand, speed with quality, and consistency with flexibility. I also saw how important it is to think in systems. How one page affects another. How traffic flows over time. And how small improvements, repeated across many launches, compound.
This kind of work isn’t about chasing perfection.
It’s about building something reliable, clear, and trustworthy that can grow with the business.
Convert Impact | 2026