How Piñeiro English School Increased Enrollment by 250%
A comprehensive digital strategy combining website redesign, local SEO, and Google Ads to transform a local language school's online presence.
Angel Piñeiro
CEO, Piñeiro English & Citizenship School
Industry
Education
Location
Miami, FL
Services
Web + SEO + Ads
Timeline
6 months
Leads
+294%
Enrollments
+250%
The Challenge
The first meeting with Angel Piñeiro stuck with us. He told us how he'd built the school over 20 years: early morning classes, steady word-of-mouth, and full rooms for a long time. But the way people find schools has changed. “Now they search 'English classes near me,'” he said, “and we're not showing up.”
That first week we went through the basics: analytics, rankings, what competitors were doing, and what the experience looked like from "I'm interested" to "I enroll." The issue wasn't the program. It was that people couldn't find them.
What Our Audit Revealed
A Website Frozen in Time
The site was built in 2016 and wasn't mobile-friendly. We tried it on a phone and it was a struggle. That mattered because about 75% of their traffic was coming from mobile.
Invisible to Local Searchers
They weren't showing up in local search. For "English classes in Miami," they weren't in the top 50. Their Google Business Profile was also incomplete and had only 3 reviews.
A Broken Inquiry Funnel
Even when people were interested, the site made it hard to contact them. The contact form was buried three clicks deep. Based on the drop-offs we saw, it was likely they were losing 80% or more of interested visitors before anyone could even ask a question.
Our Conclusion
The school wasn't struggling because of the teaching. Retention was strong. The real issue was visibility. When someone searched "English classes near me" in Hialeah, they were finding competitors instead. So the fix wasn't a few tweaks. We needed to rebuild their digital presence from the ground up and make it easy for local searchers to find them and take the next step.
“When tamer showed us how many people were searching for exactly what we offer and ending up with our competitors, it hit us. We knew we had to move.”— Angel Piñeiro, CEO
Want a plan like this for your business?
This wasn't about luck or a "special" industry. It was about fixing what was blocking people from finding them and taking action. We do the same across different sectors.
Free consultation • Custom strategy • Clear next steps
Our Strategy
After we shared the findings with Angel and his team, we had a real decision to make. Do we spend weeks building the perfect website first, or do we start bringing in leads right away?
We chose speed. Every week without visibility meant more students going somewhere else. So we ran Google Ads to capture demand immediately, while we built the long-term foundation in parallel. That way, Angel could see traction in weeks, not months.
Google Ads + Local SEO Launch
Start showing up for high-intent searches while we build everything else.
Conversion Landing Pages
Dedicated pages for ad traffic before the full website was ready.
Complete Website Redesign
Once leads started coming in, we rebuilt the full website based on what we learned from the landing pages. We used real performance data to shape the structure, the messaging, and the flow.
The site was built entirely in Spanish to match the local audience in Miami.
On-Page SEO Optimization
We tightened every page so Google could understand it fast and local searchers could land on the right service.
Off-Page SEO and Content
We focused on steady credibility signals, not random spikes.
What Actually Happened
Plans look clean on a slide. Real life never does. This is how it actually unfolded.
← Scroll to see more →
Week 1
Citizenship classes were converting far better than English
We launched ads for both English classes and citizenship test prep. Within 72 hours, the pattern was obvious: citizenship inquiries were converting at 3x the rate of English classes.
ROI jumped from 2.1x to 4.8x within a week
Week 3
Mobile traffic was high, but people were leaving fast
Analytics showed 78% of traffic came from mobile, yet mobile bounce rate was 84%. We paused the full redesign and built a fast, mobile-first landing page first.
Bounce rate dropped to 34% overnight
Week 5
Reviews were the trust gap
Visitors who engaged with reviews converted at 23% versus 4%. Piñeiro had only 3 reviews while competitors had 40+. We set up a simple review request workflow, including QR codes in classrooms.
Went from 3 to 47 reviews in 8 weeks
Week 8
There was a clear local search gap
Nobody was ranking for "citizenship classes near me" in Hialeah, and the search volume was there (1,200+ monthly searches). Most competitors were focused on "Miami" keywords, so we built hyper-local content around Hialeah.
Ranked #1 for 12 "near me" keywords
Week 14
Organic started beating paid
For the first time, organic traffic generated more inquiries than Google Ads. We reduced ad spend by 40% and published the "Ultimate Citizenship Test Guide" as a cornerstone piece.
68% of inquiries now come from organic
Results
Six months after launch, we sat down with Angel to review the numbers. What we saw exceeded even our projections. But beyond the metrics, what mattered most was the impact on his business: he had to hire an additional staff member just to handle the incoming inquiries.
Business Growth Over 6 Months
Monthly leads and student enrollments from launch
Google Business Profile
2,850 monthly views (was 1,200)
Search Rankings
Top 3 for 12 target keywords
Google Business Profile Growth
Website Traffic
+249% website clicks from GBP
Customer Reviews
3 → 47 reviews in 8 weeks
What These Numbers Mean for the Business
- 50 more inquiries per month — That's 50 real people raising their hand each month who previously would've ended up with a competitor.
- $8.20 back for every $1 in ad spend — Ads stopped being "testing money" and became a predictable, profitable way to bring in students.
- Less reliance on paid ads — Organic now brings 68% of inquiries, up from 12% before. Paid is still useful, but it's no longer the engine.
- A lead that's harder to copy — With 47 reviews and Top 3 rankings, competitors don't just need a better ad. They'd have to rebuild trust and visibility over time to catch up.
“The results speak for themselves! We've never had this many inquiries before. The phone keeps ringing, and our classes are filling up faster than ever. tamer understood exactly what we needed.”
Angel Piñeiro
CEO, Piñeiro English & Citizenship School