Converting more website visitors through better UX

Redesigning Passive House Canada's landing pages to have less friction and drive more customers.

Converting more website visitors through better UX

Redesigning Passive House Canada's landing pages to have less friction and drive more customers.

About Passive House Canada

Passive House Canada is a national non-profit professional association advocating for the Passive House high-performance building standard. 

Passive House is recognized internationally as the proven best way to build for comfort, affordability, and energy efficiency of residential, institutional, and commercial buildings, through all stages of design, construction, and livability.

Here’s what the original landing page looked like:

Passive house ads

The Problem

Passive House Canada was offering in class training and certification for architects and engineers, but with COVID-19 forcing businesses to shift their offerings online Passive House Canada had to adapt. All their training moved online, but they needed to bring in more students.

I was tasked to build out a marketing campaign to promote their online course offerings and increase their monthly sales.

The Final Designs

After finding that the course offerings were complicated to purchase through their website, we decided to create landing pages for each of their course bundles. We then would run Facebook Ad campaigns to drive traffic and sales through those landing pages.


Our hypothesis was that by creating a sales funnel with fewer pages to click through to purchase the course we’d get more customers.


Our landing pages and Facebook ads led to a higher reach of potential customers and more monthly sales for their courses.

Scaling the Landing Page Redesigns

After finding that our new landing pages were converting customers more effectively than the originals we decided to redesign the other course landing pages.


Here is the Ontario Association of Architects landing page and an ebook landing page.