Case study · A Private School
Website analytics and redirects
Admissions teams trust their dashboards. This school's analytics reported 317 leads in 90 days. When we looked closely, 18 families had actually filled out the inquiry form.
317
reported leads
18
real inquiries
76
broken links redirected
The lead counter fired every time someone simply opened the contact page, so page views were counted as leads. Bot traffic and the school's own devices made up a large share of reported visits, and a homepage video logged thousands of “plays” just by autoplaying. After a site move, old links people still used for giving, FAQs and staff pages led to error pages: 310 dead-end visits in 90 days.
We traced the real inquiry path: 64 visits to the request-information page, 23 started forms, 18 submitted. We showed the school which numbers to trust and how to fix the tracking, so a lead counts only when a family submits. Then we listed every old link that was failing, checked each new destination, and put 76 redirects live.
The school knows its real number: about six inquiries a month, few enough that every family can get a personal follow-up. Old links people still click go to the right place again.
No charge. A long relationship and a favor we were glad to do.
At a glance
A lead is a family who asked, not a page view.
Each redirect was tested before and after it went live.
A real number small enough to follow up one by one.