increase in YoY traffic
New Website Drives 70% Organic Traffic Growth for Master the Curriculum
Master the Curriculum’s existing website had become difficult to manage and was limiting the business’s ability to grow.
The Challenge
The user experience was clunky, while previous development work had introduced custom code that was difficult to maintain and left the team reliant on external developers for relatively simple changes.
But replacing the website wasn’t straightforward. It already contained thousands of products and customer accounts that needed to be preserved, while the business also wanted to expand its subscription model without disrupting existing users or the teachers and parents regularly accessing its resources.
The Business
Master the Curriculum is an educational resource website with resources for primary-level maths. Their extensive collection of high-quality and fun learning materials includes maths worksheets and activities. They design their resources to excite and inspire young learners to explore the wonderful world of numbers.
The Goal
The goal was to build a website capable of supporting Master the Curriculum’s continued growth. It needed to improve the user experience and increase its ability to drive sales, while expanding the subscription model and giving the internal team a much simpler way to manage products, resources and everyday website updates.
The Strategy
Build a Website for Subscription Growth
We rebuilt the website in WordPress around Master the Curriculum’s expanding subscription model, selecting a flexible technical setup that avoided the maintenance issues of the previous custom-coded site. The new CMS also gave non-technical team members greater control over everyday updates and resource management.
Protect Existing Customers During Migration
With 27,000 customer accounts and 3,200 products already on the website, preserving existing data was central to the rebuild strategy. We planned the migration around transferring users, products, orders and membership data accurately, including assigning existing customers to the correct memberships within the new subscription model.
Build on the New Website with Digital Marketing
Following the launch, we continued to grow Master the Curriculum’s online presence through SEO, Content Marketing, and Email Marketing. This integrated strategy helped turn the new platform into a stronger foundation for long-term growth.
The Results
Following the launch, Master the Curriculum attracted 200,000 visitors, with organic traffic increasing 70% year-on-year (YoY). The new website also provided a stronger foundation for the client’s ongoing SEO and Content Marketing activity after launch.
Despite the scale and complexity of the existing website, we successfully migrated 27,000 customer accounts and 3,200 individual products to the new platform. Existing users were incorporated into the new membership structure, allowing Master the Curriculum to expand its subscription model without leaving its established customer base behind.
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