spanish-academy — week of 2026-07-13

Most of this stretch went into measurement. I instrumented the placement funnel end to end so we can see when someone starts versus finishes, and wired lead and booking-intent signals into analytics. Along the way I closed a gap where one path was quietly leaking leads out to a form we didn’t control, and routed that traffic back to our own flow instead.

The site’s conversational assistant got a lot of attention too. I trimmed response latency, fixed per-message language switching, cleaned up how messages render in chat, and made it capture leads more reliably. It also now escalates urgent student messages to a human advisor instead of stalling.

The rest was campaign and content work: standing up a new adults-focused campaign and landing page, retiring an older one, and refreshing course details, pricing, schedules, and contact information across the site’s languages.