Case study · Watercolour school · de-morgenster.com

Course sign-ups straight through the site, for an audience that used to book by phone.

Marjan teaches watercolour painting from her studio in Ter Aar, the Netherlands. Her students are not the demographic that fights through a clunky checkout: if signing up is not obvious, they call, and if calling feels like a hurdle, they do not come.

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The homepage of de-morgenster.com

The problem

The site had to make enrolling in a course feel as easy as a phone call, for visitors who did not grow up online. That is a design problem more than a technical one: fewer choices per page, one obvious next step, and language that sounds like Marjan rather than like software.

What we built

  • A calm, warm site built around the courses, with one clear path from "this looks lovely" to "I have signed up".
  • Course enrolment directly on the site, no account, no checkout maze.
  • Every page written in Marjan's own voice, because her students are buying her, not a curriculum.

What happened

Course sign-ups have run directly through the site since 2024. The phone still rings, but it is no longer the only door in.

2024
sign-ups running through the site since

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