Website redesign for an expert fiction writing school
The Novelry offers more than just online writing courses – it’s a storytelling incubator, nurturing authors from the spark of an idea to the final chapter. Budding writers from across the globe partner with bestselling author coaches to turn their ideas into publishable manuscripts.
But while the courses were proving a real page turner, the digital experience needed a complete rewrite.
“The work has surpassed expectations and brought flair and feeling to our brand. Much more than a provider, going beyond a business partner to offer invested, committed and inspired help.”
— Louise Dean (Founder)
The Novelry’s Kajabi site had become a barrier to growth. What began as a functional platform for course delivery had evolved into a bloated, restrictive site. The brand’s creative energy was stifled by rigid templates, poor performance, and a checkout flow that was costing conversions.
Key issues included:
- Clunky user journeys that failed to inspire or guide
- High cart abandonment rate, particularly for their premium-level course
- Inflexible CMS, limiting the marketing team’s ability to make agile changes
- Underwhelming design, unreflective of the brand’s creativity
Put simply, the site was working against them.
We began with a deep-dive discovery phase, combining analytics with UX research to understand where users were dropping off, and why.
From there, we imagined the entire site experience, aligning brand storytelling with conversion strategy.
Key focus areas:
- Designing pages that inform and inspire without overwhelming
- Streamlined navigation, persuasive CTAs, and a checkout flow built for trust
- Lottie animations, 3D renders, and expressive layouts to bring courses to life
- A CMS structure tailored to non-developers for ongoing marketing agility
We rebuilt the site in Webflow, giving the marketing team full control over content and layout, without compromising on performance or design.
At the heart of our redesign was The Novelry’s flagship course, the Finished Novel course- a high-investment, high-emotion decision for users. We needed to:
- Provide just the right amount of detail to inform, without overwhelming
- Showcase authentic author success stories and course benefits
- Reduce distractions and guide the user toward the next step
- Optimise the checkout experience for confidence and clarity
We wanted to provide a website that reflects the passion, polish, and purpose behind The Novelry’s mission – without sacrificing speed or scalability. Plus a much-improved buyer journey to facilitate informed decision-making and conversion. And that’s exactly what we did.
The Novelry’s website now mirrors the uniqueness of the brand and the impeccable service on offer, with reduced friction in the user journey – particularly around key drop-off points. Also evident is a significant performance boost, faster load times and better SEO foundations. The site was built with the ability to scale with the client’s changing needs. And thanks to Webflow’s intuitive CMS, the marketing team can be much more self-sufficient.
The Novelry’s website now mirrors the uniqueness of the brand and the impeccable service on offer, with reduced friction in the user journey – particularly around key drop-off points. Also evident is a significant performance boost, faster load times and better SEO foundations. The site was built with the ability to scale with the client’s changing needs. And thanks to Webflow’s intuitive CMS, the marketing team can be much more self-sufficient.
Within just 6 months of launching the new Webflow site, The Novelry saw a significant leap in performance across the board:
organic traffic in the first 3 months post-migration
organic views in 6 months through SEO and persona-driven targeting
website visits – up 283.03%
