Digital Marketing Agency
Customer: «Fashion Business Academy» — model school in Odesa
A niche: Cases in the service sector
Service: SEO, Web development
About the project: Fashion Business Academy (FBA) is a school in Odessa that offers children and adults training in the field of modeling and the fashion industry. The Academy helps students develop skills in fashion shows, posing and working in front of the camera, introduces them to the features of the modeling industry and creates conditions for creative development.
Project goal: Development of a selling landing page, which will visually represent the academy and training programs, help visitors choose a suitable group and apply for registration for classes.
Project objectives
Within the framework of the project, key tasks were identified:
- present the Fashion Business Academy, areas of study, age groups, programs and benefits in a single structure;
- think through the user path from getting to know the academy to submitting an application;
- develop a site structure that is optimal for the niche and convenient navigation, including for mobile devices;
- prepare the site for search indexing and promotion;
- provide the possibility of adding new blocks and language versions;
- set up the collection of analytical data to evaluate user interaction with the site.
Initial data
To develop the landing page, the customer provided:
- logo;
- basic data on the brand book;
- description of services;
- main theses and description of the company’s USP.
Based on the customer’s materials, the team formed the landing page concept, identified key messages and prepared the structure of the presentation of the academy and its educational programs.
Preparatory work
During the preparatory stage the following were completed:
- competitor analysis;
- collection and clustering of search queries;
- page structure design;
- defining design, content and functionality requirements.
Based on the results of the preparatory stage, technical specifications for the design and web development of the site were drawn up.
What was implemented
Based on the agreed technical specifications, the team completed work on developing a landing page, preparing the site for search indexing and setting up web analytics.
Website development
Within the framework of the project the following were completed:
- design development taking into account the visual specifics of the fashion industry;
- adaptive layout and software implementation of the site;
- implementation of information blocks about areas of study, teachers, gallery and branches of the academy.
When designing the landing page, the team built a sequence of blocks from a general presentation of the academy and its advantages to choosing a program, getting to know the teachers and additional materials about the school.
SEO preparation and filling the site with content
Before launch, the site was prepared for primary search indexing. SEO work included:
- preparing the page structure taking into account SEO requirements;
- preparing texts for landing blocks: revealed the areas of training and advantages of the academy, took into account relevant search queries and requirements for the natural use of key phrases;
- connecting Google Search Console;
- Submitting the site for indexing to Google.
Setting up web analytics
To collect data on the interaction of visitors with the site, Google Tag Manager (GTM) and Google Analytics 4 (GA4) were connected.
GTM has set up tracking for form submissions and clicks on phone numbers. These events allow you to record key user actions related to contacting the academy and analyze how visitors interact with the site.
Project results
With the launch of the website, FBA received an additional promotion channel and a platform for a full presentation of its services. On the landing page, visitors can find answers to their questions about the school, get acquainted with the programs and choose the appropriate direction. Consistent presentation of information familiarizes potential students with the FBA offering and gently guides them toward submitting their application.
Customized analytics allows you to assess visitors’ interest in the academy’s offerings and take into account their activity when choosing a further promotion strategy.
The architecture of the site provides for the possibility of further development: adding new pages as the services and tasks of the academy expand.
Marketing agency DMark develops landing pages taking into account the company’s objectives, characteristics of the target audience and SEO requirements – from structure and design to setting up web analytics. Contact us – we will help you find the right vector for the development of your business.