Case Study
Great content. Hard to navigate. New marketing and sales toolkit.
A full creative overhaul for CraftED Curriculum — from rebuilding the website UX to building a growing library of marketing and sales materials that make Jenny’s day-to-day easier.
+48% website visitors · +34% search clicks · 15–25 hrs. saved monthly
Client: CraftED Curriculum
Industry: Education / Professional Development
(PBL training for K–12 educators)
Services:
- UX Strategy
- Web Design
- Accessibility
- Content Architecture
- Brand Visual System
- Marketing and Sales Collateral
- Social Media Strategy (Coming Soon!)
The Client
CraftED Curriculum, founded by Dr. Jenny Pieratt, is a leading Project-Based Learning (PBL) professional development company that has spent nearly a decade helping teachers and school leaders across the country bring PBL from theory into real classroom practice. Jenny’s expertise has always been the easy part.
The challenge was making sure her website and marketing materials did that expertise justice — and that visitors could actually find what they needed when they landed there.
The Challenge
CraftED came to us after several years of working with an SEO-focused agency — great for building out content, but the site had grown faster than its usability had. The result was a lot of good information that was tough for visitors to actually navigate.
- Pages were text-heavy, with room to improve layout and flow
- Heading structure had some inconsistencies, which affected both accessibility and SEO
- A few color combinations fell short of accessibility contrast standards
- There wasn’t yet a central “Services” page — just individual service pages without a clear path connecting them
- The blog needed some structural cleanup to make it easier to scan and easier for search engines to understand
- Visuals varied in style, without one unified icon or image system tying the brand together
None of this was for lack of good work — SEO content strategy and UX are just two different disciplines, and a site needs both. Our job was to bring the UX side in: taking everything great that already existed and organizing it so visitors could actually find it.
Before
Our Approach
We treated this as a UX problem first, design problem second — and let that guide every decision. Our work with CraftED has grown into two connected initiatives:
- A full website refresh
- An ongoing library of marketing and sales materials that support her day-to-day business.
Initiative 1: Website Refresh & UX Overhaul
- Rebuilt the information architecture around the visitor’s decision-making process. Rather than assuming people would land exactly where they needed to be, we mapped out how someone actually decides they need PBL support — are they an individual teacher exploring on their own, or a school leader building a schoolwide initiative? We restructured navigation and page flow around those real decision paths instead of an internal list of services.
- Created a true Services hub. Instead of individual service pages with no relationship to each other, we built a central Services page with a “Choose Your Path” framework — helping visitors self-identify by format, time commitment, and investment level, and pointing them to the right next step.
- Strengthened the bones. Heading structure & accessibility. We rebuilt heading hierarchy site-wide and corrected color combinations that didn’t meet accessibility contrast standards — making the site more usable and more inclusive, and giving search engines a much clearer read on the content.
- Cleaned up and restructured the blog. The blog had real SEO value already baked in — it just needed better bones. We’re working through it systematically, tightening up heading structure post by post so it’s more readable and more discoverable.
- Built a cohesive visual brand system. We created a custom family of icons and a library of branded, on-message imagery to replace generic stock photography — giving the site one consistent visual voice instead of a patchwork of styles.
- Landing pages built for digestibility, not density. We replaced dense, text-heavy pages with landing pages designed around scannability — shorter blocks, clear visual hierarchy, and obvious next steps.
- Positioned CraftED at the front of the AI + education conversation. As AI adoption became a defining question for educators, we helped integrate this positioning throughout the site — reframing CraftED not just as a PBL resource, but as a trusted guide for using AI thoughtfully inside PBL, without losing the human-centered core of the pedagogy.
- Added a chat feature on the site for website users to communicate with Jenny directly. This assists with the sales process and acquiring clients.
After
Initiative 2: Marketing & Sales Materials That Do the Heavy Lifting
As a solo-run business, Jenny doesn’t have the bandwidth to build professional marketing and sales assets from scratch on top of her actual client work — coaching, workshops, curriculum design. So beyond the website, we’ve built out a growing library of materials designed to save her time, help her sell her services with confidence, and give her own clients (educators) tools they can actually use.
- An interactive AI + PBL project planning form. What started as a static PDF is now a Google Slides–based fillable form — easy for educators to complete on a computer or print out, and simple for Jenny to update and distribute without needing design help every time.
- A branded “Bridging PBL and AI” presentation. We took content from a conference talk Jenny was giving and turned it into a polished, on-brand Google Slides deck — professional enough for a room full of educators, but still easy to digest visually.
- A client-ready pitch proposal template. A reusable, on-brand proposal document Jenny can send directly to prospective clients — so every new business conversation starts with something that looks as credible as the work itself.
- A custom vertical event banner. Designed to represent CraftED’s brand at workshops, conferences, and professional development events — giving Jenny a polished, professional presence the moment she walks in the room. We managed print vendors and kept projects on track!
Together, these assets mean Jenny spends less time recreating the wheel every time she needs to present, pitch, or hand something to a client — and more time doing the work she’s actually best at.
The Outcome
-
Website visitors: +48%
-
Google search clicks: +34%
-
Time saved each month on templates/materials and project management: 15–25 hrs.
-
Service Provided: Retainer Plan for 3+ months
A website that finally matches the work behind it.
CraftED’s site now reflects the quality and expertise Jenny brings to every educator she works with — and it shows: website visitors are up 48% since launch. Visitors land, understand immediately who this is for, and know exactly where to go next.
Content Google can finally find.
Strong SEO content was already there — it just needed the right structure behind it. Rebuilt heading hierarchy, proper alt tags, cleaned up blog architecture, and corrected accessibility issues have driven a 34% increase in Google search clicks.
A marketing toolkit that saves real time.
Jenny now has a growing library of on-brand materials — proposals, presentations, interactive forms, and event materials — saving her 15–25 hours a month she used to spend recreating them from scratch.
One consistent brand — everywhere.
From the website to the workshop banner to the pitch deck — every touchpoint now feels cohesive, professional, and unmistakably CraftED.
