Keystone Tutoring · Education

Booking a tutor shouldn't need a phone call

A parent looking for a tutor at 9pm, after homework has gone badly, wants to book something right then. Keystone's site asked them to call during school hours instead. We moved the whole decision — subject, time, price — onto the page.

Role: Website redesign, UX, build
Year: 2025
Deliverables: Responsive site, subject pages, session booking, pricing plans

The Keystone Tutoring homepage shown on a laptop and a phone, a photograph of a tutor working with a student and the headline Unlock Your Potential. — A reassuring image and tagline over a site that gave a parent nothing to actually book.

The problem

The moment a parent decides to look for a tutor is rarely convenient — it's after a bad test result, or a frustrating homework session, often in the evening. Keystone's site required calling during business hours to book anything, which meant that moment of motivation usually passed before the parent ever reached a person.

There was also no visibility into what subjects were even covered, or what a session cost, so a parent comparing tutoring options had to call multiple places just to get comparable information — friction that favoured whichever competitor made pricing easiest to find.

And there was no sense of availability. A parent needing a Tuesday-evening slot had no way to check whether one existed before going through the trouble of calling.

The approach

Three moves, in order.

List every subject, plainly

Math, Science, English, History, Test Prep and Coding are each their own subject card, so a parent finds the right fit in seconds instead of asking over the phone.

Show real availability at the point of booking

The booking form pairs a subject and time request with a visible weekly availability grid, so a parent can pick a slot that's actually open.

Make pricing visible before the first call

Single Session, Monthly Bundle and Semester Plan pricing tiers replaced a site with no prices anywhere, closing the comparison-shopping gap that was costing Keystone leads.

The work

What we built.

The new homepage

The new Keystone Tutoring homepage on desktop and mobile: a tutor and student in a rounded photo block beside a headline reading Confidence, one session at a time. — The homepage, built for the 9pm decision. Subject chips and a booking action sit in the hero, so the moment of motivation doesn't pass.

The subjects we teach page: a grid of six subject cards including Math, Science, English, History, Test Prep and Coding, each with a line icon. — Every subject on offer, visible at a glance instead of a phone-only answer.

The book a session page: a form with student name, grade level, subject dropdown and preferred time, above a weekly availability grid with some slots highlighted. — Booking that shows real openings, so a 9pm decision doesn't have to wait until morning.

The pricing plans page: three tier cards for Single Session, Monthly Bundle and Semester Plan, each with a price and a bullet list of inclusions. — Real prices, finally on the page — the single biggest gap the old site had left open for competitors.

Also delivered

An automated confirmation and reminder email for every booked session, since a meaningful share of no-shows had been coming from bookings confirmed only by memory over the phone.

Results

First semester on the new site.

+81%

Sessions booked outside business hours

+37%

New families citing visible pricing as a factor

−26%

No-show rate after adding reminders

Site that finally answers “how much”

“The calls used to come in during the day, when we were teaching and couldn't answer, and go to voicemail. Now the bookings happen at night, right when a parent has actually decided they need us.”

Grace OkonjoFounder, Keystone Tutoring

Figures are illustrative of the outcomes this engagement was designed to produce and are shown here for portfolio purposes.

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