Content Design · UX · SEO · SME Interviews
Turning curriculum expertise into parent-friendly landing pages
Curriculum experts think deeply about educational philosophy.
Parents visiting a landing page usually have a simpler question: What will this actually mean for my child?
I worked with internal education experts to turn specialized curriculum knowledge into clearer landing-page experiences built around parent questions, search intent, and a more useful information hierarchy.
My role
SME interviews, content strategy, page structure, SEO copy, UX recommendations, and messaging.
Collaborators
Education experts · Marketing · Web / agency partners
Outputs
Landing-page structure · Copy · SEO direction · Figma recommendations
Starting with the experts
I interviewed subject-matter experts for each curriculum to understand the language, philosophy, classroom experience, and ideas they believed families needed to know.
The challenge was not collecting enough information. It was deciding what a parent needed first.
Turning expertise into hierarchy
Expert view
- Educational philosophy
- Methodology
- Terminology
- Materials
- Teaching approach
- Developmental theory
Parent view
- What is this?
- What will my child experience?
- What will they learn?
- What does the classroom feel like?
- Why might this approach fit my family?
- What should I do next?
Content decisions
Plain language
Make specialist ideas understandable without flattening what makes the curriculum unique.
Information hierarchy
Lead with what matters to a parent before moving into deeper philosophy.
Search intent
Build relevant keywords and parent questions into the page structure.
Visual thinking
Shape copy length, section order, and content recommendations around how the page would actually be experienced.
What I learned
The clearest content often comes from respecting the complexity behind the subject while refusing to pass that complexity directly to the reader.