The Challenge

The school already had a website but it was not serving its intended purpose – to raise awareness of its existence and to attract new applications. The site did have plenty of traffic, but it was found that this was mainly coming from existing students tapping into the news and information available online. They asked Koves to perform a complete redesign of their SEO setup and to implement a comprehensive online marketing strategy.

The Solution

We offered Westtown School several options and they chose our “Enterprise Package” to turn around their visitor numbers and new applications. We made sure that keywords were included on the pages that would actually be searched for, something that the original site lacked. Since some pages were more important commercially, we made the optimization on these pages more pronounced to lessen the chances of searchers landing on general or internal information pages which would not lead to applications. We also put a PPC campaign in motion. To reflect the target demographic, we created accounts on social networking sites and increased the visibility of the school on online encyclopedias among other sources.

The Results

• Before our work, none of the targeted keywords made it into the top set of Google results; we made 85% of them reach top positions.
• We increased application form downloads by 96% and increased queries by 55%.
• The PPC campaign produced great quality traffic from 85% of the 48 targeted keywords.