Richmond American University
Overview
Improving a university website for clearer student journeys and stronger digital recruitment
My role covered website content management, new landing page creation, SEO, GEO, UX review, accessibility awareness, campaign support, CMS management, server-related website operations, analytics reporting and technical updates within WordPress. The work involved balancing brand messaging, content accuracy, compliance, student experience and stakeholder requirements, while keeping the website clear, reliable and easy to maintain.
A key part of the project was improving how prospective students find, understand and act on important information. This included creating and improving landing pages, updating programme content, improving page structure, supporting campaign pages, replacing outdated widgets, reviewing calls to action, and making content easier to navigate across different sections of the website.
The website also worked closely with social media and wider recruitment campaigns, helping prospective students move from initial awareness to Open Day interest, enquiry and application. This made content clarity, SEO visibility, strong calls to action, stable website performance and accurate programme information especially important.
I also considered how content can be better structured for AI-assisted search and answer engine optimisation, where clear headings, concise explanations, structured page sections and well-organised information help search engines and AI tools understand the purpose and relevance of each page.
What I Delivered
Website content, SEO, GEO, accessibility, CMS management and digital operations working together
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SEO, AEO & AI Search Readiness
Reviewed and improved headings, metadata, internal links, structured content and on-page copy to support organic search visibility, answer engine optimisation and clearer discoverability across AI-assisted search environments. -
Brand & Proposition Messaging
Supported clearer communication of the university’s key proposition, including its international outlook and the opportunity for students to earn both a UK and US degree, through improved page structure, content clarity and recruitment-focused messaging. -
New Landing Page Creation
Created and improved new landing pages for recruitment campaigns, student-facing content and key university initiatives, focusing on clear page structure, concise messaging, strong calls to action and conversion-focused user journeys. -
Programme Page Updates
Managed updates across undergraduate and postgraduate programme pages, including intake information, course details, fees, scholarships and supporting content. -
UX & Student Journey Improvements
Improved page layouts, content hierarchy, calls to action and navigation flow to help prospective students find key information more easily. -
WordPress CMS & Server Management
Built, edited and maintained pages using WordPress, custom HTML, CSS, JavaScript, PHP snippets, shortcodes and embedded content components, while supporting CMS and server-related website operations to maintain a stable and reliable web environment. -
Campaign Landing Page Support
Improved undergraduate and postgraduate campaign landing pages by reviewing imagery, messaging, calls to action, layout and conversion-focused content to encourage more prospective student enquiries and support stronger application journeys. -
Accessibility & Compliance Awareness
Reviewed content presentation with accessibility, readability, responsive layout, CMA awareness and student-facing accuracy in mind. -
Stakeholder Collaboration
Worked with marketing, admissions, academic teams and external partners to gather updates, clarify requirements and deliver accurate website changes. -
Analytics & Reporting Support
Supported GA4 tracking, website performance review and reporting to help stakeholders understand traffic, engagement and digital campaign performance. -
Technical & Integration Support
Worked with forms, embedded widgets, CRM-related requirements and content components to support recruitment and operational needs.
Impact
Measurable improvements in clarity, visibility, content accuracy, website reliability and student recruitment support
Search & AI Visibility
Improved the structure, clarity and relevance of key website pages to support stronger organic search visibility, answer engine optimisation and better discoverability in AI-assisted search environments.
Brand Clarity
Helped communicate the university’s international positioning and dual UK and US degree proposition more clearly across student-facing website content.
Content Accuracy
Maintained and updated important student-facing information across programme, admissions, fees, scholarships, accommodation and partnership pages.
User Experience
Improved page clarity, content flow, calls to action and layout decisions to make the website easier for prospective students to use and understand.
Student Recruitment Support
Improved recruitment-focused landing pages, programme content, calls to action and content structure to better communicate the university’s dual UK and US degree proposition. Working with social media and wider recruitment campaigns, these improvements helped attract more prospective students to Open Days and supported stronger enquiry and application activity.
Website Operations
Supported CMS management, server-related troubleshooting, reusable content structures, shortcodes and update workflows to make ongoing website maintenance more consistent, efficient and reliable.
Campaign Support
Supported digital recruitment activity by improving landing page content, layout, imagery, tracking and conversion-focused presentation.
Stakeholder Confidence
Helped internal teams publish accurate, timely and well-structured website content while reducing confusion around updates and page ownership.