A school with a new name, and families who kept finding it.
Website, local presence and customer-service funnel for Colégio Vila X, from Early Childhood to High School, with full-time schooling. From Colégio Vila Fátima to today’s brand, without losing those who were already looking for the school.
- Corporate website
- Local search
- Google Business Profile
- Customer service and funnel
- Education
A neighborhood school that needs to be chosen by attentive families.
The Colégio Vila X, in Guarulhos, serves from Early Childhood Education to High School, including Full-Time Schooling. The family decides the enrollment, and the decision goes through searching on Google, looking at the profile on Maps, visiting the website and talking to the school. Each of these stages needs to be ready.
Our work was to organize this whole path, from search to customer service.
An inherited website, and a name that was changing.
The school was called Vila Fátima. The website we received had a fixed width, designed for desktop, content frozen in 2015 and a landline as the only contact. With the change to Colégio Vila X, the challenge was twofold: present the new brand and not lose the families who were still looking for the old name.
Six workstreams connected to each other.
Website, search, map, social networks, ads and customer service working together. The family finds, visits the website and is served, with no break in the path.
New corporate website
Responsive website, with its own pages for Early Childhood Education, Elementary School I and II, High School, Full-Time Schooling and complementary activities.
Essential SEO
Technical foundation for Google to understand the school: sitemap, local map and page structure by education segment. Lean scope, defined with the school.
Google Maps and Business Profile
School profile set up to appear in local search, when the family looks for a school near home.
Social networks (Meta)
Posts on the school’s networks, connected to the website, to take families from the feed to the right page.
Google Ads
Acquisition campaigns that ran from 2023 to March 2026, taking families from the region straight to the website.
Chat and customer-service funnel
Installation and configuration of JivoChat, with planning of the sales funnel and the service process, so that every contact has a reply and follow-up.
Growth from 2023 to 2025.
Data from the school’s own Google Analytics and Google Search Console. Every comparison is between equivalent periods.
- +103%
- in website visits
- Aug to Dec 2024 over the same period of 2023
- +27%
- in website visits
- 2025 over 2024, full year
- 8x
- more visits from social networks
- Jan to Sep 2025 over the same period of 2024
- +16%
- in visits from organic search
- Aug to Dec 2024 over the same period of 2023
A brand that families search for by name.
The change from Vila Fátima to Vila X did not make the school disappear from search. Families keep arriving, through the new name and also the old one.
- +46%
- in the school’s average position on Google
- from Jun 2025 to Sep 2026
- +17%
- in click-through rate in the results
- Jun to Sep 2026 over the same period of 2025
- 95%
- of the identified searches arrive by the school’s name
- Vila X and variations
- 14%
- of these searches still use the old name, Vila Fátima
- and find the new website
In addition, 73% of visits come from mobile and 68% of the audience is from Guarulhos and São Paulo: a website that needed to work well on the phone and speak to the region.
When one piece of the set is interrupted, the volume feels it.
In March 2026, with the change of the agency responsible for media, the Google Ads campaigns stopped running, and the monthly volume of visits went back to the mid-2024 level. The base we built stayed standing: the school remains at the top of Google when someone searches by name, and the average position in search kept improving.
For any school, the learning is the same: paid media, content and customer service work as a set. Interrupting one of the pieces changes the result of all of them.
March 2026: Google Ads campaigns ended
Guiding is our job. Deciding is up to the business owner.
More than 25 years of experience in marketing, software development and business management, always guiding each client in the best possible way. Not everyone listens to us, and that is fine: each one owns their business.
But wrong decisions have a price, and the numbers in this case show its size.
Does your school also want to be found and well served?
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