Project Detail
- Client: Gulin Academy
- Features: Education website, Chinese English website, Gallery website, Responsive
- Category: WordPress
- Project URL: cn.gulinacademy.com
Gulin Academy (Boston Gulin Center Inc.) — an education counseling and academic support organization serving Chinese-speaking students and families navigating U.S. education pathways.
BBDS Design originally built the organization’s primary website at gulinacademy.com (English-first, with Chinese content elements and WeChat resource links). The site clearly positions services like admissions counseling, test preparation, academic tutoring, camps, and relocation/settling support.
To expand growth with Chinese clients, we launched a new Chinese-first site on a dedicated subdomain: cn.gulinacademy.com, with a clear language switch between the two properties.
The challenge: Chinese acquisition needs a different “front door”
For education consulting, conversion depends on trust, clarity, and “fit.” The legacy site already had strong service breadth, but Chinese client acquisition typically breaks on three friction points:
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Messaging fit: Chinese families often want immediate clarity on outcomes, process, and what a service includes—not just broad descriptions.
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Information architecture: When offerings include admissions + tutoring + test prep + camps + settling services, users need a “Chinese-native” navigation system that matches how they search and decide.
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SEO + content cadence: A Chinese audience benefits from a Chinese content engine (articles, updates, resources) organized for discoverability and internal linking.
Strategy: build a Chinese-first conversion + SEO system (without breaking the existing site)
1) Separate Chinese site for clarity + focus
We implemented a dedicated Chinese property at cn.gulinacademy.com, while keeping the English site intact. Both sites include a visible language toggle, so users can self-select by language and intent.
2) Chinese information architecture built around decisions, not departments
The Chinese site navigation maps cleanly to how Chinese families think about the journey:
This structure creates “SEO landing page coverage” for high-intent searches (e.g., 升学辅导 / SAT培训 / 托福 / ISEE / 学术写作辅导 / 安家服务), while remaining intuitive for humans.
3) Trust framework: value props + proof near the top
The Chinese homepage immediately states a Chinese-client-specific promise—building a trusted education planning and academic tutoring system for Chinese families—then supports it with clear differentiators (“为何选择我们”).
4) Conversion engineered for service triage
The contact page includes structured fields and a service selector listing the full service taxonomy, allowing higher-quality leads and faster routing. CAPTCHA reduces spam without adding excessive friction.
5) Content engine (“公司动态”) for ongoing SEO growth
The new site includes a clearly organized posts/resources hub with dated entries and article-style titles—exactly what you need to compound SEO and social distribution over time.
What we built (deliverables you can point to in sales calls)
A) A Chinese-first homepage that converts
- Clear Chinese positioning + promise
- “Why choose us” value propositions
- Program pillars in scannable blocks
- Proof + outcomes section
- Persistent CTA to consultation
B) Deep service pages written for Chinese search intent
Example: the 升学辅导 page explicitly frames counseling as long-term, systematic planning (not “application paperwork”), then breaks down what families get at each stage (middle school → undergrad → grad; materials; interviews; ongoing adjustments).
C) A structured inquiry funnel
The contact form supports segmentation by service category—so the first response can be relevant, fast, and confident.
D) Dual-site language routing
Users can move between Chinese and English experiences cleanly using the language switch links.
Why this is a model for other Chinese-facing businesses
This project is a template BBDS Design can replicate for any organization that sells trust-based services to Chinese clients:
- Education consulting & tutoring centers
- Immigration-adjacent services (housing/settling, relocation, academic programs)
- Medical practices serving Chinese communities
- Legal/accounting firms targeting Chinese-speaking clients
- B2B exporters/importers needing a Chinese acquisition channel
The key pattern is:
Don’t “translate a site.” Build a Chinese-native acquisition system with its own IA, proof structure, and content plan—while keeping your existing site stable.
Next-step SEO recommendations (optional add-on)
If the primary goal is Chinese client acquisition, the Chinese site can be pushed further with:
- Dedicated “service + city” pages (e.g., 波士顿/麻州/纽约 + 升学规划/托福培训/SSAT辅导) anchored to the existing service taxonomy
- Internal linking rules from 公司动态 → service pages → contact page
- FAQ blocks on each service page (Chinese questions families actually ask)
- hreflang strategy (not currently visible on-page) to reduce language confusion and strengthen indexing signals
If you serve Chinese-speaking customers—or want to—BBDS Design can build a Chinese-first site that improves message-market fit, creates a scalable Chinese SEO footprint, and routes leads into the right service pathway.
Want a similar build?
We’ll propose a launch plan. Contact us!