School Avoidance serves two distinct audiences — parents and educators — with overlapping but different needs. The homepage was confused trying to serve both. Multiple courses were built but the offer architecture didn't guide visitors to the right one.
The OS approach: Surface + Knowledge Base (L05 + L03). Restructured the site to clearly route parents one direction and educators another, with lead magnets for each. Multi-course offer architecture so visitors find the right entry point. Follow-up automations route based on which audience signal was captured.
The homepage was restructured to clearly route the two audiences — parents see parent-specific content and offers; educators see educator-specific. The lead magnets capture audience type at entry.
The course catalog was reorganized so visitors find the right starting course for their situation. Follow-up automations keep the segments separate while letting cross-promotion happen on behavioral signal.
Two parallel lead-magnet funnels — one for parents, one for educators — with shared infrastructure but distinct content. Each captures audience signal at entry and routes into the appropriate course catalog. Follow-up automations stay segmented; cross-promotion only happens when behavioral signals justify it.
"We have two audiences that look similar but need very different things. The site now actually treats them that way."— Jayne, Founder · School Avoidance
"It is a pleasure to work with Adam! We will hire him one more time in the nearest future. Thanks for valuable ideas :)"
"It is a pleasure to work with Adam! We will hire him one more time in the nearest future. Thanks for valuable ideas :)"
"Great work! Will be proceeding with next steps..."
3 of 5 Q3 2026 slots filled. Adam interviews every applicant within 48 hours.
