The ask.
Increase brand awareness around DCA's career readiness education and create a more fluid experience for parents and students on their site.
Materials provided: Strategy brief, SEO keywords, product information.
How I helped:
Developed a methodology for an interactive career quiz for kids.
Worked with UX to build a new homepage based on consumer insights.
Crafted copy that built site authority by meeting the needs of consumers, satisfying SEO requirements, and integrating UX principles.
*Please note: DCA has since been acquired by K12 and these pages are no longer live.
Existing site insights.
What our audience is looking for:
Career-focused messaging.
A simple, user-friendly layout.
Page-specific navigation at the top (mobile).
A sound-off experience (mobile).
Easy access to the School Finder or Explore Career Fields pages.
Opportunities to optimize.
Helping users navigate the site.
In addition to optimizing the homepage, I created a career quiz to help kids determine which field fits their interests. This integrative interactive experience helped direct users to the next page and kept them moving along the purchase funnel. After determining how the quiz would work and creating the copy, I partnered with my team's designers to bring it to life.
Please find my quiz methodology here.
Success.
With a new homepage experience, user-friendly career finder quiz, and resource hub, we saw +375k site visits through the rest of 2020, along with 5,625 leads.
