GetAlma.com Marketing

Alma is an all-in-one student information and learning management system designed to make school administration less painful for everyone: administrators, teachers, parents, and students. (See also: Alma Product Design for the platform side of this story.)

Alma was a brand-new company with no web presence and no true product - the platform was still being validated manually by customer service reps as a proof of concept. But the team needed to start selling to schools and raising funding immediately. They needed a marketing site that could communicate a compelling vision, capture leads, and give investors confidence, all before we had a product ready to demo.

I worked directly with the CEO to identify the key selling points and the content that mattered most to investors and school administrators. I wireframed layouts, developed the copy and visual language from scratch, designed high-fidelity mockups, and then coded the first two versions of the site myself. Later iterations were handed off to the engineering team as the company scaled.

The first launch was a minimal but effective coming-soon page with a waitlist collection form. The second iteration integrated product mockups I’d designed, a detailed About page, services and pricing pages, and demo videos of the in-development product. I also built a custom cost calculator and a mad-libs-style intake form that made it easy for school administrators to estimate pricing. Later revisions added SEO-optimized landing pages for district sales and a blog with Salesforce integration.

Early iterations converted at roughly 25%, an unusually high rate driven by highly qualified inbound traffic from education conferences and direct outreach. The visual language and brand foundation I established persisted through multiple site rebuilds as Alma expanded exponentially, secured several rounds of funding, and grew to serve schools and districts in all 50 states and multiple countries.