Cursos en Inglaterra | NewPresence

Cursos en Inglaterra

"Courses in England" E-commerce site offering guidance to Spanish-speakers wishing to study English in Britain.

Strategy, marketing, search engine optimisation, usability, accessibility, content management systems, and webmaster.


Home Page Cursos en Inglaterra acted as an "info-mediary" for spanish-speakers from all over the world who wished to study English in Britain. The agency offered its services for free, while charging a commission to the 30-35 language schools it represented. Both Cursos en Inglaterra and its Portuguese sister site, Cursos na Inglaterra, closed in 2004.
School Page
Photo Album Each school had its own mini-site within the portal, based on their own published marketing materials, but designed to draw out the different approaches taken at different schools. The photo album was one of the main ways this was achieved.
CMS - School
CMS - Dates This semi-automatic system was designed to allow the input of over a year's course dates with a couple of clicks. However, a normal view of a course page would only show the relevant dates for the following few months, with a pop-up for the complete list. Additionally, the system lights a warning in the control panel if there are fewer than three months of future dates available.
CMS - Courses Index Without a Content Management System (CMS) it would have been extremely difficult to keep information about course content, prices, starting dates, accommodation, travel options and availability up to date. The CMS meant that information could be updated in real time, the moment it became available.
CMS & Search Engines The CMS was designed to produce search-engine friendly pages which were easy to optimise further. This screenshot shows the input fields for the title, key words and description for all content throughout the site. Given the focus of the site, some common keywords (course, English, England, etc) were configured centrally for each directory and included automatically. An internal summary was also used for the benefit of users and both internal and external search engines.
Search Statistics This statistics system was designed to provide the same level of detail as the most expensive systems, in real time and focussed on search engine optimisation. A visitor coming from the results page of a search engine brings the original query with them. Once decoded, it is possible to see which key phrases and words are attracting visitors, through which search engines and in which countries; and to take action accordingly.
Key Phrase Analysis The Search Index shows the relative frequencies of key phrases, words, search engines and countries. However, more detailed analysis suggests where future optimisation efforts should be focussed. Similar phrases are grouped together in most web statistics systems but it helps when you know whether people search for "courses England" (with or without capitals), "courses in england"(with or without prepositions) or, in Spanish, with or without accents. Furthermore, knowledge of local search engines around the world can suggest those countries or search engines which are under-represented.