01 — Context
Celebration School of Nursing is a nursing school in Celebration, Florida, with a single program: Practical Nursing (LPN), an intensive diploma that prepares students for the NCLEX-PN licensing exam. The site speaks to people who want to start working in a clinical setting soon.
The brief was a high-intent landing site for the program: condense what sets it apart without overloading, keep that clarity on mobile and lead to one concrete next step. I designed the UX/UI and built the site in WordPress and Elementor, including the forms and the program page.
02 — My role
I defined the information architecture and the order of the home page, and designed and built the home, program, mission and contact templates, with their two forms. I set up GA4 and reviewed heatmaps in Clarity. The client supplied the copy and photography.
03 — Diagnosis
One program, three questions before the call
It was a new site, with no previous version to fix. The problem lay in the brief, which asked to condense differentiators, credentials and program facts without overloading, especially on mobile, and in how to frame the site. My read: a single-program school doesn’t need to help people choose, but to answer three questions before someone agrees to talk: how long it takes, how much hands-on practice it includes and whether it prepares you for the licensing exam. With the usual institutional structure, those answers would end up scattered and visitors would have to piece them together themselves.
That would hurt both sides. Prospective students, who probably compare schools on their phones and leave if they can’t quickly find the length and the clinical practice. And admissions, who would spend the first call explaining the program instead of talking about start dates and financing.
04 — Decisions
A. Two ways forward in the hero: talk to an advisor or learn about the program
- Problem
- Visitors landing on the home page don’t yet know whether they want to talk to someone or read about the program first.
- Decision
- The hero introduces the program with a sentence on clinical scenarios and simulation labs, and offers two actions: "Speak with an Advisor" as primary, leading to the contact page, and "More about LPN Program" as secondary.
- Why this one
- I weighed putting the form in the hero; I chose two buttons because the form asked for details from someone still comparing. The cost: people who have decided must scroll down to the home page form or move to the contact page.
- What I expected
- People who had decided reaching admissions in one click, and the rest moving on to the program instead of leaving.
B. The program is the menu, and the advisor stays in a fixed header
- Problem
- With a single program, an institutional menu (programs, about, admissions) promises a catalog that doesn’t exist and dilutes the path to contact.
- Decision
- Four items: Home; Practical Nursing (LPN), with "About Program" and the PDF catalog in a submenu; Our Mission; and Admissions Office. "Speak with an Advisor" sits apart as a button in a fixed header. On mobile, a side panel repeats the items and pins the button to the bottom.
- Why this one
- I weighed a generic "Programs" item; I chose to name the program at the top level because, with only one, the generic item added a step without offering anything to choose. The cost: if the school adds programs, the menu has to be rebuilt.
- What I expected
- The program and contact one click away from any page, mobile included.
C. The program and the form, side by side
- Problem
- If the form lives only on the contact page, anyone convinced while reading the home page has to leave it to get in touch.
- Decision
- A block with three cards (length, clinical practice and NCLEX preparation) and, beside them, a three-field form: name, email and phone. Below, a band with three program facts: length, total hours and clinical hours. On mobile, the form comes after the cards.
- Why this one
- I weighed asking for the program or start date; I chose three fields because with one program that question added nothing, and the advisor fills in the rest on the call. The cost: admissions gets the contact without knowing where the person is in their career, even though the block’s copy promises to ask.
- What I expected
- Capturing the phone number of people convinced by reading, without taking them off the home page.
D. A program page that answers before the call
- Problem
- How long it takes, how much practice it includes and what it takes to graduate are questions that come up on every call.
- Decision
- A single program page that opens with the name and four structure cards (curriculum, clinical rotations, simulation and NCLEX-PN readiness), followed by methodology, modules, objectives and graduation requirements.
- Why this one
- I weighed leaving that detail only in the PDF catalog; I chose a page because on mobile the PDF means downloading a long document. The cost: the page repeats facts from the catalog and the home page, and they have to be kept consistent in three places.
- What I expected
- Calls that start with start dates and financing, not program length.
E. A short contact page, with channels and hours alongside
- Problem
- Some people prefer to call or visit the campus, and a long form slows down everyone else.
- Decision
- Three fields (name, email and message) with four cards alongside: the campus address, the advisors’ phone with its hours, day and evening classes, and office hours. Below, the map.
- Why this one
- I weighed an admissions form with academic details; I chose three fields because the conversation with the advisor is the filter. The cost: this form doesn’t ask for a phone number, so people arriving from "Speak with an Advisor" may not leave a number for the call the button promises.
- What I expected
- Each person choosing their channel (write, call or visit) without going through a long form.
05 — System
The result was a fixed header with a menu built around the program and its mobile version (Fig. 0 and Fig. 1), a program block with a form and a facts band on the home page (Fig. 2), a program page with structure cards, modules and requirements (Fig. 3), a contact page with channels and hours (Fig. 4) and a mission page.
The scope ended at delivery and instrumentation, not impact reporting, so this case reports no figures.
06 — What I’d test now
Today there are two forms for the same intent: "Speak with an Advisor" leads to the contact page, which asks for a message but not a phone number (Fig. 4), while the home page form does ask for it (Fig. 2). I’d test sending the hero button to the home page form.
- Hypothesis
- If the hero’s "Speak with an Advisor" scrolls down to the home page form instead of opening the contact page, more sessions landing on the home page will leave a phone number for the call the button promises.
- Primary metric
- Submissions with a phone number per session landing on the home page, across both forms, in GA4.
- Guardrail
- Total submissions from both forms per session: if they drop, the variant is discarded.
- Control
- The current hero, with "Speak with an Advisor" linking to /contact-us/. 50/50 split until the sample size calculated from the GA4 baseline is reached; with a single-program school’s traffic, probably several weeks.