Landing Pages for UMBC Marketing
Design and launch recruitment-focused landing pages and websites for university marketing and partnerships, to foster university brand awareness and drive lead generation.
Web and UX Design, SEO and Accessibility Compliance
Summary
The University of Maryland, Baltimore County (UMBC) produces a number of ads on a yearly cycle to reach a variety of prospective students.
Associated landing pages are designed, with a focus on maximizing conversions and ROI.
Performance is measured with heatmapping tools and Google Analytics Looker Studio.
My Roles & Responsibilities
Gather insights on recruitment initiatives and targets from marketing directors
Review performance of past related landing pages and determine opportunities for improvement
Design and launch live landing pages that conform to modern SEO best practices and meet WCAG AA 2.0 requirements
Continually manage page content and update with new information
Undergraduate Marketing
Pages Designed
Undergraduate Admissions general campaign page - lead generation for email journeys
Campus Tours & Visit Events
Financial Aid & Scholarships for Undergraduates - lead generation for email journey
Associated Thank You pages (3)
Scholars Programs (6)
Audience
Prospective Undergraduate Students
High school seniors, and their parents
Community college students getting an associate degree
Transfer students from in-state and out-of-state, or international students
Information Systems Online Master’s Program Website
Pages Designed
Accompanying a “Tech Career” Landing Page built to generate leads by form submission and email campaigning, I was also tasked with designing a new website to house program information.
A heat map study was used to prioritize content organization decisions.
Total pages designed: 12
Audience
Prospective Graduate Students
Working Professionals in Tech or Adjacent Industries
Current UMBC Seniors in Tech or Related Studies
Proposed Content Strategy & Site Map
Homepage (Final Layout)
Scroll Map (First Layout)
Top-Level Landing Pages
Pages Designed
Based on insights gained from a content and SEO audit conducted by a contracted agency, several top-level landing pages were redesigned, including:
Admissions Information
University Reputation Pages (2)
Financial Aid & Scholarships
Undergraduate Admissions
Graduate Recruitment Landing Pages (4)
UMBC Academics Pages (3)
About UMBC
Audience
Prospective Undergraduate Students
Prospective Graduate Students
Working Professionals, Certificate Students
Alumni & Community
Stakeholder Review
Presented insights to leadership to showcase page evolution and discuss SEO improvements.
Main Admissions Page
University Reputation Page
Amazon Associates Partnership
Pages Designed
Informational Landing Page to advertise UMBC’s partnership with Amazon Associates, raise awareness about UMBC’s undergraduate programs, and spotlight counselor resources.
Audience
Prospective Part-time or Certificate Students
Working Professionals in Tech or Adjacent Industries
Remote and/or Local Amazon Employees
University Leadership and President Website
Pages Designed
An external-facing website to foster community engagement and promote the university’s mission for inclusive excellence was created to showcase university governance, the senior leadership team, and their unified vision.
Total pages designed: 10
Audience
Faculty & Staff
Alumni & Community
Prospective Students & their Families
Proposed Content Strategy
Wireframes and a low-fidelity prototype were presented to the senior leadership team for approval before launching.
Leadership Home
Office of the President