FrogLegs Cooking School
Kirkland, WA
The objective
FrogLegs Cooking School was expanding from one Kirkland location to multiple sites across the Eastside, but their website was holding them back. Parents could not easily find classes by age group, location, or date. Adults did not realize FrogLegs offered programming for them. The booking process required form submissions that staff had to manually enter into the schedule. The goal was a website that makes it easy to browse, book, and pay, while expanding the brand to appeal to both kids and adults across multiple locations.
The challenge
The existing website had a complex navigation structure that buried class information behind multiple clicks. Parents would call to ask about availability instead of booking online, creating unnecessary staff workload. The branding skewed entirely toward children, which limited adult enrollment. Class scheduling relied on form submissions and manual employee data entry, creating delays and errors. As FrogLegs opened new locations, the site had no way to filter classes by location, making the multi-site expansion confusing for customers.
Our approach
Rebuilt the website around the booking experience. Classes are now browsable by age group, location, date, and cuisine type. The automated booking system connects directly to the class calendar, eliminating manual data entry. Updated the visual identity to be warm and inviting for all ages, not just kids. Each location gets its own landing page optimized for local search, so parents searching "cooking class Kirkland" or "cooking class Bellevue" find the right page. The site is built for scalability, making it straightforward to add new locations as the business grows.
Key deliverables
Booking-First Website
Complete redesign centered on class discovery and enrollment. Browse by age, location, date, and cuisine type with real-time availability.
Automated Scheduling System
Replaced manual form submissions with an integrated booking and payment platform that syncs directly to the class calendar.
Multi-Location Architecture
Each location has a dedicated landing page with local class schedules, directions, and SEO targeting for neighborhood-level searches.
Brand Refresh
Updated visual identity that appeals to both children and adult audiences while maintaining the playful, approachable personality of the FrogLegs brand.
The process
User Flow Mapping
Mapped the customer journey from class discovery to booking completion, identifying the friction points causing phone calls instead of online bookings.
Brand Workshop
Worked with the FrogLegs team to evolve the brand identity from kids-only to all-ages without losing the warmth and personality parents love.
Design & Integration
Built the booking-first interface with calendar integration, payment processing, and location-based filtering.
Local SEO Launch
Published location-specific pages and Google Business Profiles for each site, targeting neighborhood-level cooking class searches.
Key takeaway
Experience-based businesses live or die by their booking flow. If customers cannot easily find and sign up for what they want, the best marketing in the world will not save you. Removing friction from the booking process increased online enrollment and reduced staff workload immediately.
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