K21 Academy- Website Conversion and Lead generation Specialist

Job Title- Website Conversion and lead generation Specialist

K21 Academy is a UK-registered EdTech company that helps experienced IT professionals move into high-paying AI, Cloud, and Data careers. Founded by Atul Kumar, K21 has trained 46,000+ professionals across 40+ countries, with students landing roles at companies across the US, Canada, UK, Europe, and Australia. Our website is a core part of how people first discover K21, through blog posts, certification and career guides, and free-class landing pages. Visitors come to us through search and paid traffic looking for interview questions, certification guidance, job-preparation resources, resume help, or a way to learn more about a role transition. Our job is to give them something valuable enough to want to trade their email or phone number for it.
Why This Role Exists
Traffic is reaching our blog posts and landing pages, but too few visitors are converting: they're not downloading our guides, opting in for free classes, or leaving their contact details. We don't yet know exactly why. It could be the messaging, the look and feel, an offer that doesn't match visitor intent, or pages that simply aren't compelling enough to act on. We're hiring someone to find out, fix it, and own the number going forward.

Primary KPI
Visitor-to-lead conversion rate across blog posts and landing pages, measured per page, per week, and benchmarked against industry averages for content-led lead generation. The goal is to reach, and then beat, the industry average for this kind of activity. All other work is in service of this number.
What You'll Own

Diagnose
• Run full conversion audits on high-traffic blog and landing pages: lead magnet placement, CTA visibility, above-the-fold content, offer relevance, page speed, mobile experience.
• Analyze GA4 data, heatmaps, and session recordings to pinpoint exactly where and why visitors drop off without converting.
• Judge offer-to-audience match for each lead magnet, including interview question banks, certification guides, career and job-preparation guides, resume-building resources, and free-class opt-ins, and flag where the wrong magnet is sitting on the wrong page.
Fix
• Rewrite or brief conversion-focused copy and messaging where weak or misaligned copy is the barrier: headlines, CTAs, page structure.
• Improve the look and feel of underperforming pages (layout, visual hierarchy, trust elements), working with design/dev to ship changes in our WordPress/Elementor environment.
• Design, launch, and interpret A/B tests on headlines, CTA copy, button placement, lead magnet positioning, and page structure.
Track & Report
• Set up clean, page-level conversion tracking and event goals in GA4.
• Map the full visitor journey, from ad or organic result through to the thank-you page, and flag any leaky or broken steps.
• Prioritize the page backlog by traffic volume × conversion gap, and work through it systematically.
• Deliver a weekly report: pages audited, changes shipped, test results, and next priorities.
What Success Looks Like at 90 Days
• Visitor-to-lead conversion rate is measurably improved on at least three high-traffic pages, moving toward or past industry benchmark.
• A/B tests are live across key pages, each with a documented hypothesis and result.
• Every major lead magnet is correctly matched to page intent, placed above the fold, and easy to act on.
• Conversion tracking is clean and accurate in GA4 across all priority pages.
• A prioritized, weekly-updated optimization roadmap is in place.
What We're Looking For
Above all: someone who has done this before. Show us pages where lead generation went up because you changed the look and feel, the messaging, or the copy, and tell us what the before-and-after conversion numbers actually were.
• 3+ years of hands-on conversion optimization experience, with a demonstrable track record of improving lead generation on content-led pages or landing pages.
• Proficiency with GA4: event tracking, funnel analysis, custom reports.
• Experience with heatmap and session recording tools (Hotjar, Microsoft Clarity, or equivalent).
• Ability to design, run, and interpret A/B tests independently.
• Working knowledge of WordPress/Elementor page environments.
• Strong enough copywriting instinct to write or meaningfully brief conversion-focused copy and CTAs.
• An eye for design, able to judge and improve look and feel, not just words.
• Solid understanding of SEO-driven traffic intent, and how to align on-page offers to what a visitor actually came looking for.
• Experience targeting US, UK, or Canada audiences, ideally in online education, SaaS, or B2C.
• Comfortable working independently, with minimal hand-holding: this is a standalone role, not a managed one.
• Able to communicate findings clearly and back every recommendation with data.
Nice to Have
• Experience in EdTech, online training, or professional upskilling.
• Familiarity with lead-magnet funnel structures: webinar registrations, guide downloads, quiz-based opt-ins.
• Basic understanding of paid traffic and how landing page quality affects ad performance.
• Experience with structured testing tools such as Optimizely, VWO, or Google Optimize.
Location, Hours & Commitment
• India-based candidates preferred.
• 10-hour shift, 12:00 to 22:00 India Standard Time (IST). This gives a short overlap with the US team and 1-2 hours
overlap with the UK/Europe day. Some flexibility for the right person.