Success story · B2B training
Learning House: from language school to a leader in B2B AI training
A corporate training centre for Microsoft 365, AI, Power BI and Excel, eligible for FUNDAE funding. ARTIC rethought its positioning, renewed the brand, redesigned the website and launched its lead generation on Google.
- Client
- Learning House
- Industry
- B2B training
- Location
- Barcelona
- With ARTIC since
- June 2026
- Website
- learning-house.com
- from project kick-off to the launch of the new website (Sep 2026)
- 10 weeks
- from project kick-off to the launch of the new website (Sep 2026)
- Lighthouse score for SEO and best practices
- 100
- Lighthouse score for SEO and best practices
- Google Ads impression share, the highest in its auction (Oct 2026)
- 63%
- Google Ads impression share, the highest in its auction (Oct 2026)
- CTR of the first Google Ads campaign
- 5.42%
- CTR of the first Google Ads campaign
Starting point
The problem was not the investment, it was the foundations
Services
Learning House trains company teams in Microsoft 365, AI, Power BI and Excel, with training that can be funded through FUNDAE, Spain’s subsidised training scheme for employees. But its website still presented it as a “language and technology training centre”, with the image of a classroom-based academy: leads came in, but did not convert.
The Google Analytics audit confirmed it: in the whole of 2025 the website had 304 users, 85% direct traffic, barely 8.6% organic and no measured conversions, with two Tag Manager containers inherited from the previous agency. The conclusion of our proposal was clear: before investing more in ads, the foundations had to be rebuilt.
The rethink
From an academy catalogue to a clear B2B proposition
Positioning
BeforeLanguage and technology training centre, with the image of a classroom-based academy
B2B training in Microsoft 365, AI, Power BI and Excel for company teams
Catalogue
BeforeLanguages, graphic design, 3D design and general office software
Topic blocks: AI and productivity, Microsoft 365, Power Platform, advanced Excel and Google Workspace
Value proposition
BeforeStandalone courses
Management of FUNDAE funding and support after the course
Brand
BeforeInherited identity, no brand guidelines
New logo, palette, typography and brand guidelines
Lead generation
BeforeGeneric forms and 0 measured conversions in 2025
B2B qualification forms, landing pages per course, upcoming course dates and conversions measured in GA4
Domains
Beforelearning-house.com, .es and .info separately
A single domain with 301 redirects
Action plan
Strategy, brand, website and lead generation
- 1
Value proposition and rebranding
We redefined who Learning House sells to and what sets it apart, and renewed the brand: logo, palette, typography and guidelines.
- 2
Figma prototype
A new architecture by topic blocks, approved in Figma before building anything.
- 3
Redesign and content
A WordPress redesign with Elementor and new copy for the homepage, courses, FUNDAE catalogue, forms, course dates and thank-you page (WordPress web design).
- 4
Measurement from scratch
Tag Manager and GA4 rebuilt, a conversion on the thank-you page, Search Console verified and SMTP email with Microsoft 365.
- 5
SEO and lead generation
On-page SEO, course URLs with 301 redirects, an optimised Business Profile and a Google Ads campaign for AI and data training for companies.
- Tools
- Figma
- WordPress
- Elementor
- ACF
- Google Tag Manager
- GA4
- Google Search Console
- WP Mail SMTP (Microsoft 365)
- Google Ads
Results
A new website ready to win business clients
The new website launched on 14 September 2026, ten weeks after kick-off, and was approved with no significant design changes. In Lighthouse it scores 100 for SEO and best practices, 96 for accessibility and 87 for performance.
In its first ten days, the Google Ads campaign achieved a CTR of 5.42% and the highest impression share in the auction (63%), ahead of the other training schools, and the ad appeared at the top of the page 82% of the time. “Curso ChatGPT para empresas” (“ChatGPT course for companies”) reached a CTR of 9.62%.
The website today
Scroll to see the full page
Scroll to see the full pageFrequently asked questions
What has ARTIC done for Learning House?
The B2B value proposition, the rebranding (logo, palette, typography and guidelines), the WordPress web redesign, the copy, measurement with GA4 and Tag Manager, on-page SEO and the Google Ads campaign.
How long does it take to redesign a website with a rebrand?
It depends on the scope. At Learning House it took ten weeks from kick-off to launch, with the brand and prototype approved halfway through.
Why rethink positioning before investing in ads?
Because if the website communicates something else and does not measure conversions, the advertising budget is wasted. At Learning House we fixed the foundations first and then switched on Google Ads.
Do you need a brand-new website from scratch?
Not always. In this case we redesigned on top of the existing WordPress site, with a new structure, brand and content.
