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Strategic Consultation for University Digital & Website Revamp
Project type
Digital Marketing Consultant
Date
Mar 2025
Role
Lead Strategic Digital Consultant & UI/UX Architect
Challenge
The project was defined by three high-pressure constraints that required a precise, "right-first-time" approach:
The "Triple Deadline": The team had to execute a complete website revamp, implement a full university rebranding, and launch a new enrollment cycle simultaneously—all within an aggressive, short-term window.
Bilingual Complexity: Transitioning the entire digital presence from a monolingual site to a fully localized English and Traditional Chinese experience without losing SEO authority.
Conversion Gap: The existing site lacked the modern UI/UX flow and technical tracking required to convert high-intent traffic into actual student applications.
Solution
1. Full-Site Localization (English to Traditional Chinese) To support the university's global reach and rebranding, I managed the end-to-end translation and localization of the website: Cultural Adaptation: Beyond literal translation, I ensured that the Traditional Chinese content was localized for the target market, maintaining the university's professional tone and authority in the built environment sector. Multilingual SEO: Coordinated the translation to ensure that high-value keywords in both English and Chinese were preserved, allowing the new site to rank effectively across different regions post-launch.
2. UI/UX & Conversion Strategy (The Enrollment Engine) To meet the goal of improving enrollment rates under a tight deadline, I conducted a surgical audit of the registration journey: Strategic Revamp Blueprint: I provided actionable UI/UX recommendations, applying the Inverted Pyramid content model to ensure prospective students found "Upcoming Events" and "Course Fees" within seconds. Enrollment-Focused Design: I mapped out a simplified user flow that minimized clicks to apply, ensuring the rebranding transition did not disrupt the lead generation funnel.
3. Technical Architecture & GTM Requirements To solve the "Data Blind Spot" before the new site launch, I designed a comprehensive tracking infrastructure: Custom Event Tracking: I authored the GTM Data Collection Requirement, identifying exactly which events (brochure downloads, video starts, inquiry forms) the development team needed to track to measure success. Proactive Naming Convention: I established a professional naming schema to ensure that post-rebranding, the University would have 100% clean, historical data for performance analysis.
4. Integrated Performance Reporting (Meta & Google Ads) I engineered a Unified Data Analytics Report in Looker Studio to provide executive-level transparency: Cross-Channel Visualization: I consolidated data from Meta Ads and Google Ads into a single, automated dashboard. Stakeholder Transparency: The report was designed to be "decision-ready," allowing stakeholders across departments to understand the cost-per-enrollment and reallocate budget to the most effective channels in real-time.
In this consultancy engagement, I served as the strategic architect for digital transition of the Univerity of the Built Enviroment. My focus was twofold: conducting a comprehensive UI/UX and technical audit to prepare for a major website revamp, and engineering a custom data-reporting infrastructure. I provided the University with the "Data Blueprint" required to bridge the gap between their creative vision and technical performance, ensuring the new site was built for both user experience and measurable ROI.
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