Options Group
- Brand identity
- , Web design
Stagecoach
A Digital Platform Built for Performance
Project Overview
We partnered with Stagecoach to rebuild their digital platform as a scalable WordPress Multisite system that improves class discovery, streamlines booking, and gives their franchise network the tools to manage content with confidence.
Target – What We Discovered
Understanding the Challenge. Every TRACK project begins with understanding.
We kicked off the Stagecoach project with a full TRACK Workshop involving key members of the Stagecoach head office team. The goal was to uncover operational challenges, user needs, and the technical requirements of a modern franchise-based platform.
From this session, we built the TRACK Playbook, defining the strategic direction across UX, UI, multisite development, search functionality, integrations, and user journeys tailored to parents searching for performing arts schools.
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Scalability
Supporting hundreds of franchise microsites
The previous website could not scale effectively to support hundreds of franchise microsites.
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Discovery
Helping parents easily find local classes
Parents struggled to locate classes easily, with limited search options and fragmented journeys.
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Governance
Giving franchisees structured, brand-safe editing
Franchisees needed structured editing access without risking brand consistency.
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Integration
Connecting directly to the new booking system
Booking information had to be pulled directly from a new centralised booking system.
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Experience
Restoring Stagecoach’s energy and professionalism
The overall digital experience no longer reflected the energy and professionalism of the Stagecoach brand.
Outcome
A strategic foundation focused on scalability, searchability, and a confident, modern digital brand.
Reach – Work Completed
Creating a Clear Direction
With clarity on goals and audiences, we mapped out a strategy to reach parents searching for performing arts classes across the UK and internationally.
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Architecture
Built for national and local search performance
Created a site architecture optimised for both national and local search.
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Search
Helping parents find schools quickly and accurately
Developed a bespoke search tool enabling parents to find schools by location, class type, or school name.
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Data
Integrating live booking schedules and enrolment links
Integrated live booking data to provide accurate schedules and enrolment links.
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Mobile
A fast, intuitive mobile-first experience
Delivered a mobile-first experience shaped around fast, intuitive browsing.
Outcome
A frictionless path for parents to discover the right class quickly, supported by a stronger SEO and content structure.
Attract – Brand & Visual Transformation
Bringing the Stagecoach Brand to Life
To attract and engage visitors, we redesigned the Stagecoach digital identity with a strong, modern UX/UI that reflects their core values of creativity, confidence, and personal growth.
UX Shaped for Parents
Refined the UX to match the mindset of parents looking for safe, inspiring performing arts education.
Bold, Trust-Building UI
Designed a bold, modern UI that strengthens trust and encourages exploration.
Consistent, Flexible Templates
Created page templates that maintain brand consistency while giving franchisees customisable areas.
Clear, Conversion-Ready Content
Enhanced content clarity to support both information seekers and ready-to-book visitors.
Outcome
A digital identity that feels engaging, energetic, and distinctly Stagecoach, built to turn interest into action.
Convert – Website Development
Designing and Developing for Performance
With strategy and design in place, we developed a robust multisite WordPress platform engineered for performance, scalability, and simplicity.
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Platform
Scalable multisite with controls
Built a bespoke WordPress Multisite platform to support every Stagecoach school with its own microsite.
Developed strict but intuitive editing permissions giving franchisees controlled access without compromising brand integrity.
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Integration
Live booking data sync
Integrated directly with the new Stagecoach booking system, ensuring classes and schedules stay up to date automatically.
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Search
Parent-focused class discovery
Created a custom search engine aligned with how parents browse for performing arts classes.
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Mobile
Fully responsive experience
Implemented a fully responsive experience optimised for mobile-first behaviour.
Outcome
A technically refined platform that turns browsing into booking, while reducing manual workload for franchisees and the central team.
Keep – Next Steps
Setting Up for Sustainable Growth
With the new Stagecoach website live, we are now supporting ongoing optimisation and long-term performance improvements.
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Insights
Tracking search and discovery
Continuous monitoring of search behaviour and class discovery patterns. SEO refinement as new content and franchise pages evolve.
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Support
Ongoing technical and CRO
Ongoing technical support and CRO enhancements.
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Partnership
Driving visibility and bookings
Long-term digital partnership to enhance visibility, engagement, and booking performance.
Outcome
A scalable, future-proof digital platform that supports Stagecoach’s growth, both centrally and across their franchise network.
our work
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