To create a positive, empowering, and high-converting landing page to generate leads and increase women’s enrollment in Scheller’s MBA programs.
Landing pages are the first thing visitors will see when visiting our website. It is vital to have a strategy for how we want visitors to experience Scheller College of Business. The most common ways of structuring a landing page are:
Lead generation: These pages are designed to get people’s contact information so we can follow up with them in the future. These pages often have forms that visitors fill out and submit. Since we already have a lead gen form, we can use that form and personalize it for women.
– Informational: These pages are designed for when visitors want more information about something on your site or about the company itself. They often include links to other website sections, videos, and scrolling text blocks with more details about the company or product being promoted (Think Foleon brochure for women).
First, we will create an informational women’s MBA landing page.
My preliminary pre-work included:
Researching women’s MBA enrollment trends
Researching the top business schools with a high enrollment of women, reviewing their content, and putting myself into their funnels.
Researching motivations for pursuing an MBA
Researching reasons why women are hesitant to pursue MBA degrees
The number of female applicants to business school is rising, and more women are graduating with an MBA. This trend is due to various factors, including greater flexibility, better work-life balance offered by some programs, and a desire among women to be treated equally in the workplace.
A recent study conducted in July 2022 concluded that 8% of all CEOs of fortune 500 companies were female. Source:https://www.wbcollaborative.org/women-ceo-report/
The top three and their strategies:
University of Pennsylvania Wharton 52%
Northwestern University Kellogg 49%
Duke University Fuqua 48%
With the ever-increasing competition among universities for student recruitment, investing in SEO is becoming an essential part of any university’s marketing strategy. SEO can help Scheller to reach more potential students and get higher rankings on search engine results pages. It can also help them to build brand awareness and trust with their target audience. The average cost per click for keywords related to MBA is $20. Working on our SEO efforts would create an evergreen funnel of leads.
Keywords | Search Volume | Story/Blog Post Content Suggestions |
MBA for women | 100-1k | MBA Programs for Women with Specialized Coursework MBA Programs for Women Who Want to Lead MBA Programs for Women Empowerment |
Forte MBA | 100-1k | Forte MBA partner schools |
Best MBA programs for women | 10-100 | Top MBA programs for women |
Best MBA programs for working moms | 10-100 | Executive Women: Balancing Home, Work and School. ( Feature a woman who is an executive and currently enrolled). |
Women and MBA | 10-100 |
Empowering | Transformative | |
Motivational | Realistic | |
Transparent | Resonant | |
Authenticity | Inclusive |
Reasons | Content Suggestions |
Promotion at work ( status) | Get Promoted Faster at Work with an MBA MBA Promotion at Work: 5 Tips to Get Promoted Increase Your Chances of Getting Promoted by Going Back to School |
Earn more money | How to Earn More Money as an MBA Graduate |
Switch careers | MBA to Change Careers: How to Choose the Right Program MBA to Switch Careers: How to Make the Transition Why You Should Get an MBA if You Want to Switch Careers — |
Become a better business leader | How to Leverage Your Strengths as a Woman Business Leader and Make an Impact |
Reasons why women are hesitant to apply (after conducting research on MBA programs)
Reasons | Content Suggestions |
Wondering if they have enough time. Life/Work balance. | Balancing Life and Work for Women pursuing an MBA. |
Insecurities (not sure if they can learn new programs and software) | The Benefits of Learning Today’s Business Software keywords: online business software training, learn new business software quickly, upskilling with business software) What Are The Best Resources To Learn About Business Software? keywords: online courses for business software, tutorials for business software, webinars on modern business solutions) Start Learning About Modern Business Solutions to Stay Ahead in the Digital Age |
A 2016 Graduate Management Admission Council (GMAC) study found that 30% of U.S. women cited “obtaining funds” as their biggest challenge. | Tips on How to Make the Most of Your Financing Options When Pursuing an MBA Degree keywords: budgeting tips for students with loans, financial planning advice for students) |
Lack of female role models | Meet the women of Scheller |
Lacks encouragement from employers. | Making a Compelling Case to Your Employer About Why You Should Pursue An MBA Program |
Uncertain about their return on investment | Blog Outline: Introduction: What is the ROI of an MBA and How Can You Maximize It? keywords: mba degree, roi mba, return on investment, mba value) The Benefits of Getting an MBA Degree & How It Can Help Your Career keywords: mba program benefits, career advancement with mba, career growth with mba) The Cost of an MBA and How to Make it More Affordable keywords: mba cost, tuition costs for mba programs, ways to finance your mba degree) Exploring Different Types of MBAs and Which One is Right for You keywords: different types of mbas, online vs. traditional programs, full-time vs. part-time programs) Understanding the Job Market After Graduating with an MBA & Finding the Right Fit for You |
Source:Why women are the MBA minority and how that could change | Fortune
Above the fold
Motivating and empowering video ( example below)
Women’s College – Brenau University
Keywords: gender equality, female empowerment, workplace diversity, gender gap)
Keywords: women’s rights, equal pay for equal work, women’s leadership development)
Keywords: gender-inclusive policies, unconscious bias training, flexible working hours, family-friendly policies)
Keywords: mentorship programs for women leaders, sponsorship programs for female professionals, career coaching and development for women)
Keywords: support women in the workplace initiatives
The Scheller Precedence for Women (What is the Scheller Precedence for Women? If you want to attract women, be intentional about it, so let’s create precedence.This should be a section on the landing page.)
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“Scheller’s commitment to diversity should be led by Scheller’s precedence for women. A focus on gender parity in the classroom is indicative of a comprehensive commitment to Diversity, Equity and Inclusion.”- Nicole Soltau, Marketing Strategist.
Based on a study conducted by GMAC in 2018 from a prospective survey, the data reflects female candidates considering full-time MBA programs stated that major influencers were current business school students and alumni.
Additionally, research conducted by our GRA Savannah in 2022 indicates that enrolled students prioritized recommendations from colleagues and peers as a source during their MBA search process.
Feature/Interview faculty (women and men).
The Dean’s vision for women at Scheller
Photo /Video introductions from each MBA team.
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