Targeted, On-Page Content Strategy
Strategic optimization of 15, enrollment-critical pages delivered as visual content briefs and fully executed copywriting.

“I wanted to tell you how much I appreciated the exceptionally thorough content review and strategy document. Your team found things I’d forgotten about long ago…and provided new perspective on how to put those assets to use. Bravo.”

Gail Towns, Executive Director, Marketing & Communications, Georgian Court University

CHALLENGE

GCU first partnered with EAB on Targeted .EDU Transformation in 2020 to address the one factor that was not contributing to their enrollment and overall brand goals—the website. GCU’s site had a multitude of strategic and technical issues.

While there was a site redesign underway, the GCU team needed expert guidance to ensure critical issues were addressed and the new design was being used to its full potential.

To start, we did a thorough site audit and identified the following:

• Low engagement traffic

• Limited search-engine visibility

• Dry, transactional content

• Unintuitive user journeys

SOLUTION

We worked closely with the team at Georgian Court to understand existing content, branding, design, site functionality, and user goals to recommend and deliver a multiphase strategic approach.

The first phase was initiated in 2020 and focused on developing page-by-page content strategies and SEO-optimized copy for enrollment-critical pages such as admissions and financial aid. Our strategic recommendations have:

• Maximized use of available website modules and functionality

• Considered opportunities to consolidate or trim outdated content

• Improved content discoverability and streamlined user journeys

• Incorporated best practice copy techniques for enrollment and SEO

• Brought experience to life with interactive, authentic content

• Told engaging, conversion driven stories to drive KPIs

IMPACT

Detailed, strategic content briefs and on-brand, you-focused copy deliverables, helped the site is come to life in a way that highlights the unique GCU experience and drives student action.

Post launch reporting showed the improvements in the following key metrics:

• +61% New Organic Users to Visit Page

• +39% Keyword Ranking for Homepage

• +26% Average time spent on site

• +8% New Organic Users (page dependent)

• -24% Bounce Rate