The Need: As part of a university-side renovation of website architecture and search strategy, the University at Albany was looking to improve recruitment and conversion of students for key business programs and to reach more international students.
Service Provided: Identified SEO core keyword phrases. Worked with department leaders to forge unique selling proposition and overall messaging strategy and with webmaster to develop user experience requirements and site map. Curated and created all content for overall business school messaging and for all undergrad, grad, and non-degree programs.
Impact: According to the Dean of the Business School, applications for the executive MBA, undergraduate, and graduate programs have all increased significantly, as have international enrollments. Uniform handling of all critical information elements across all business programs eases the maintenance task for school personnel.