Busuu
A strategic redesign elevating language learning for modern businesses
Project Overview
Project Overview
Busuu is one of the best-known names in language learning. We redesigned their B2B website on HubSpot: a marketing site built for L&D leaders, with conversion-first lead capture, long-form content and a CRM email system to match.
Challenges & Objectives
Challenges & Objectives
Busuu for Business sells to HR and L&D leaders, but the B2B site was a corner of a consumer brand: consumer tone, no clear path to a demo, and content that didn’t answer the questions a buyer has. It needed to work as a sales tool — prove the case fast, capture the lead, and hand a warm contact to the team — without leaving the Busuu brand.
Scope
Scope
Homepage, courses library, demo page and long-form content, all designed in Figma and built into HubSpot; a social system for LinkedIn and Instagram; and CRM email templates in the same language.
Busuu
A strategic redesign elevating language learning for modern businesses
Project Overview
Busuu is one of the best-known names in language learning. We redesigned their B2B website on HubSpot: a marketing site built for L&D leaders, with conversion-first lead capture, long-form content and a CRM email system to match.
Challanges & Objectives
Busuu for Business sells to HR and L&D leaders, but the B2B site was a corner of a consumer brand: consumer tone, no clear path to a demo, and content that didn’t answer the questions a buyer has. It needed to work as a sales tool — prove the case fast, capture the lead, and hand a warm contact to the team — without leaving the Busuu brand.
Scope
Homepage, courses library, demo page and long-form content, all designed in Figma and built into HubSpot; a social system for LinkedIn and Instagram; and CRM email templates in the same language.
Industry
Education
Services
UX/UI Design
HubSpot Development
CRM & Email Design
Timeline
10 weeks + ongoing
Industry
Education
Services
UX/UI Design
HubSpot Development
CRM & Email Design
Timeline
10 weeks + ongoing
Workshops and Collaboration
Workshops and Collaboration
We started with workshops with Busuu’s marketing and product teams to agree who the site is for and what has to be true on each page for that person to book a demo.
Workflow and Wireframes
Workflow and Wireframes
Every page was wireframed first and reviewed with Busuu in Figma, so structure and proof points were agreed before any visual design.
Workshops and Collaboration
We started with workshops with Busuu’s marketing and product teams to agree who the site is for and what has to be true on each page for that person to book a demo.
Workflow and Wireframes
Every page was wireframed first and reviewed with Busuu in Figma, so structure and proof points were agreed before any visual design.
User Interface
User Interface
The UI keeps Busuu’s colour and typography but tightens the register for a business buyer: calmer layouts, more proof, one dominant action per page.
User Interface
The UI keeps Busuu’s colour and typography but tightens the register for a business buyer: calmer layouts, more proof, one dominant action per page.
Illustrations
Illustrations
We drew a set of illustrations that keep Busuu’s friendliness in a B2B context — teams, not mascots.
Illustrations
We drew a set of illustrations that keep Busuu’s friendliness in a B2B context — teams, not mascots.
Implementation into HubSpot
Implementation into HubSpot
We built the pages in HubSpot ourselves and set up the lead-nurture workflows, segmentation and email templates behind the demo form, so the site and the CRM speak the same design language.
Implementation into HubSpot
We built the pages in HubSpot ourselves and set up the lead-nurture workflows, segmentation and email templates behind the demo form, so the site and the CRM speak the same design language.
Ongoing Maintenance
Ongoing Maintenance
Since launch we maintain the site, ship new pages and localise it for new markets.
Ongoing Maintenance
Since launch we maintain the site, ship new pages and localise it for new markets.
Homepage
Homepage
The hero of the system: a homepage that converts HR and L&D buyers in under five seconds. Bold proof, calm typography, and a single dominant CTA.
Homepage
The hero of the system: a homepage that converts HR and L&D buyers in under five seconds. Bold proof, calm typography, and a single dominant CTA.
Courses library
Courses library
A scannable, filter-first courses overview built for hybrid teams. Each card carries the same micro-pattern: outcome → time → enrolment. The layout adapts to any combination of language families and skill levels.
Courses library
A scannable, filter-first courses overview built for hybrid teams. Each card carries the same micro-pattern: outcome → time → enrolment. The layout adapts to any combination of language families and skill levels.
Responsive
Responsive
The same site, retuned for the thumb. Generous tap targets, tighter density, and the same rhythm — never a different brand.
Responsive
The same site, retuned for the thumb. Generous tap targets, tighter density, and the same rhythm — never a different brand.
Demo page
Demo page
A focused two-column page built to turn warm visitors into qualified demos. Strong proof above the fold, the form to the right, zero distractions.
Demo page
A focused two-column page built to turn warm visitors into qualified demos. Strong proof above the fold, the form to the right, zero distractions.
Ebooks
Ebooks
Two flagship ebooks — practical playbooks that L&D leaders actually want to read. Designed in the same visual language as the rest of the system, optimised for download and print.
Ebooks
Two flagship ebooks — practical playbooks that L&D leaders actually want to read. Designed in the same visual language as the rest of the system, optimised for download and print.
Instagram Stories
Instagram Stories
A modular IG Stories rotation — proof points, product moments, social proof — built around the same Busuu blue and a confident grotesque.
Instagram Stories
A modular IG Stories rotation — proof points, product moments, social proof — built around the same Busuu blue and a confident grotesque.
Instagram feed
Instagram feed
Square posts that match the cadence of the rest of the system — testimonial cards, product walkthroughs, and carousel covers — designed for B2B decision-makers, not consumer scrollers.
Instagram feed
Square posts that match the cadence of the rest of the system — testimonial cards, product walkthroughs, and carousel covers — designed for B2B decision-makers, not consumer scrollers.
CRM email
CRM email
Two cuts of the same brand: a focused 30-day challenge nudge and the quarterly Admin Update — both built in HTML email so the visuals never break across clients.
CRM email
Two cuts of the same brand: a focused 30-day challenge nudge and the quarterly Admin Update — both built in HTML email so the visuals never break across clients.
Outcome
Outcome
The B2B site now does the job of a sales page: it proves the case in the first screen, gets a buyer to the demo form without detours, and the follow-up email looks like the site they just left.
Outcome
The B2B site now does the job of a sales page: it proves the case in the first screen, gets a buyer to the demo form without detours, and the follow-up email looks like the site they just left.