Vikalp India Growth Strategy Plan for 3 Months
Why Conversions Dropped?
Traffic didn't disappear — intent did
Parents visit, but don't know what to do next
Website explains everything, guides nothing
Fix = clarify decisions, not add content
"This is a UX + decision architecture fix, not a rebranding or rebuild."
Context & Problem Statement
Current Situation (Ground Reality)
Vikalp has:
  • Strong brand depth
  • Massive content inventory
  • High impressions historically
  • Clear offerings (Online School + Online Classes + Products)
Yet:
  • Conversion rate declined
  • CTR < 1%
  • Impressions dropped sharply (300K → 100K monthly)
  • Clicks not translating to leads or callbacks
Core Problem (Executive Summary)
The website is optimised for SEO visibility, not for parent decision-making.
Traffic is coming. Parents are visiting. But the funnel breaks before trust → clarity → action.
What the Data Is Really Telling Us
Google Search Console Insights
750K
Impressions
5.3K
Clicks
0.7%
CTR
Recent drop:
Impressions: −66%
Clicks: −80%
Interpretation
  • Google is still testing Vikalp for relevance
  • Users are not compelled to click
  • Titles & descriptions lack decision intent hooks

Semrush Signals (Very Important)
Key observations:
  • Rankings are volatile, not lost
  • Keywords slipping by 2–4 positions = SERP intent mismatch
  • Visibility drop is UX + intent driven, not content quality
Example:
"online schools in india"
  • High volume
  • Parent comparison intent
  • Landing page = generic homepage (mismatch)
Root Cause Analysis (Why Conversions Dropped)
01
Intent Collapse Across Pages
Your pages are doing everything, but parents need one thing per page.
Example:
Homepage:
  • Brand
  • Online school
  • Online classes
  • Languages
  • Testimonials
  • Media
  • Blog → No dominant CTA
Parents ask: "Is this right for my child?"
Site answers: "Here is everything we do."
02
Funnel Is Flat (No Stepwise Commitment)
Current flow:
Impression → Click → Product Page → Payment
Missing:
  • Micro-conversions
  • Trust checkpoints
  • Human reassurance
For education, payment is never the first conversion.
03
SEO Content ≠ Decision Content
You have:
  • Informational blogs (excellent)
  • Comparison blogs
  • Thought leadership
You lack:
  • Parent decision pages
  • "Is this for my child?" content
  • Grade-specific reassurance pages
  • Objection-handling pages
The New Growth Model (AI Era)
From SEO Pages → Decision Funnels
We redesign Vikalp as 3 layered systems:
Layer 1 – Visibility (SEO + AI)
  • Google
  • AI answers (ChatGPT, Gemini, Perplexity)
  • Featured snippets
Layer 2 – Trust & Education
  • Proof
  • Explanation
  • Comparison
  • Authority
Layer 3 – Conversion
  • Demo
  • Callback
  • Counsellor interaction
  • Admission flow
Homepage: From Brochure to Conversion Engine
Current Role
  • SEO entry point
  • Brand overview
New Role
  • Parent decision gateway
Homepage Must Answer 5 Questions in 7 Seconds
  1. Is this a real school?
  1. Is it legal / accredited?
  1. Will my child learn better?
  1. Is this age/grade suitable?
  1. What should I do next?
Homepage Structural Changes
Above the Fold (Critical)
One primary CTA: "Talk to an Academic Counsellor"
One secondary CTA: "Get a Free Class Experience"
No "Buy", no "Add to cart" at this stage.
Mid Page (Intent Split)
Explicit pathways:
  • Preschool Parents
  • K–5 Parents
  • Middle School Parents
  • Senior School Parents
  • Skill Classes Only
Each button → dedicated funnel page
School Funnels (Preschool → Grade 12)
Current Structure
Preschool → LKG → Product → Cart
New Funnel Structure
Step 1 – Grade Decision Page (NEW)
Example: "Is LKG Online Right for My Child?"
Contents:
  • Learning outcomes
  • Daily routine
  • Screen time logic
  • Teacher role
  • Parent role
  • Sample class video
  • Common objections
CTA: "Book a Counselling Call"
Step 2 – Programme Overview (Existing, Improved)
LKG Details Page becomes:
  • Less explanation
  • More reassurance
  • More proof
  • Clear next step
Step 3 – Product Page = Transaction Only
Product pages should:
  • Remove heavy explanations
  • Assume intent
Focus on:
  • Price
  • What's included
  • Start date
  • Support
Online Classes & Language Courses (Major Gap)
Current Issue
Foreign language pages:
  • Course listing
  • Direct pricing
  • No outcome framing
Parents think: "Will my child actually speak?"
New Structure for Skill Courses
01
Step 1 – Skill Promise Page
Example: "How Children Learn Spanish at Vikalp (Age-wise)"
  • Beginner vs Intermediate vs Professional explained
  • Speaking benchmarks
  • Age mapping
  • Parent expectations
02
Step 2 – Level Selection Page
Spanish for Beginners page becomes:
  • Outcome driven
  • Who it is NOT for
  • Sample class
  • Demo CTA
03
Step 3 – Product Page
Pure checkout.
Conversion Architecture (Most Important Slide)
Parent Guidance Touchpoints
Instead of:
  • Buy / Add to Cart
Add:
  • Book Free Orientation
  • Request Callback
  • Download Curriculum PDF
  • Watch Full Class Recording
Each = lead capture

Mandatory Additions (Immediate Impact)
  • Sticky "Talk to Counsellor" button
  • Exit intent callback popup
  • WhatsApp auto-routing by page category
  • Grade-specific enquiry forms
SEO Expansion Strategy (To Hit 600K+ Impressions)
Stop Writing More Blogs Blindly
You already have enough content.
New SEO Focus Areas
Decision Keywords
  • "Is online school good for LKG"
  • "Online preschool India pros cons"
  • "CBSE vs Online School"
Grade + Intent Pages
One page per grade per intent
Not blogs, landing pages
Internal Linking Overhaul
Blog → Decision Page → Counsellor CTA
Technical SEO Enhancements
  • Index pruning (many thin pages hurting authority)
  • Canonical consolidation
  • Crawl budget optimisation
  • SERP title rewrite for CTR (emotional + question based)
AI Visibility Strategy (New Era Advantage)
Why AI Matters Now
Parents increasingly ask:
  • ChatGPT
  • Google AI Overviews
  • Voice assistants
Example: "Best online school for kindergarten in India"
How Vikalp Wins AI Search
1
Entity Authority
Create:
  • "About Vikalp Learning Method" (pillar page)
  • "Vikalp vs Traditional Schools" page
  • "Vikalp Curriculum Explained"
2
Answer-Based Content
  • FAQ blocks written for AI consumption
  • Schema-first content
  • Comparison tables
  • Clear definitions
3
Conversational Pages
Pages written as:
  • Parent questions
  • Clear answers
  • Simple language
Content Strategy Reset (Not More, But Better)
What to Pause
  • Generic "10 benefits" blogs
  • Repetitive educational theory posts
What to Build
  • Parent objection pages
  • Grade-wise case studies
  • "Day in the life of a Vikalp student"
  • Counsellor-written content
  • Admission guidance pages
90-Day Execution Roadmap
1
Month 1 – Foundation
  • Homepage conversion redesign
  • Counsellor CTA integration
  • 5 grade decision pages
  • SERP title rewrite (Top 20 pages)
2
Month 2 – Funnel Expansion
  • Preschool + Primary funnels
  • Language course funnels
  • WhatsApp automation
  • Lead tracking setup
3
Month 3 – Scale & Authority
  • AI-optimised pillar pages
  • Case study rollout
  • Retargeting content
  • Conversion rate optimisation
Target Metrics (Realistic & Achievable)
Final Message
This Is Not an SEO Problem
Content is strong
Brand is real
Authority exists
This Is a Decision Architecture Problem
We are rebuilding:
  • Trust flow
  • Parent psychology
  • Funnel clarity
  • AI-era discoverability
Automation & Team Leverage
How We Scale Output Without Scaling Chaos
What Can Be Automated Immediately
Goal: Reduce human effort where judgment is NOT required.
Areas to Automate
What Stays Human
  • Counselling
  • Academic guidance
  • Parent reassurance

"Automation supports humans. It doesn’t replace them."