A student recruitment experience organised around the decision a prospective student is actually trying to make.
- Client
- Lumen Education
- Industry
- Education
- Year
- 2025
- Services
- Website Design & Digital ExperiencePerformance Marketing & Digital AdvertisingContent & Communication
Overview
What this project is.
Lumen Education is a concept institution. The project redesigns the enrolment journey around the questions that genuinely determine whether someone applies — and connects the paid media directly to the pages that answer them.
Challenge
The problem to solve.
Education marketing spends heavily driving traffic to course pages that describe curriculum but avoid the questions prospective students actually have: cost, outcome, entry requirements and what the experience is really like.
Insight
What we noticed.
The decision is rarely made on curriculum. It is made on whether the person can see themselves finishing, affording it and being better off afterwards. Sites that dodge those questions push the decision elsewhere — usually to a forum.
Strategy
The approach taken.
Answer the difficult questions directly and early. Restructure course pages around cost, outcome, entry route and student experience, and align every paid campaign to the specific page that answers the query that triggered it.
Creative Direction
How it looks and moves.
Open and optimistic without being saccharine. Real students in real settings, clear typographic hierarchy, and considerable attention to how information-dense pages stay readable on a phone.
Execution
What the work involved.
Enrolment journey mapping
Course page architecture and design
Plain-language content covering cost and outcomes
Paid search and paid social campaign structure
Query-to-landing-page alignment
Enquiry flow and measurement setup
Deliverables
- Journey map
- Course page system
- Content framework
- Campaign structure
- Landing experiences
- Measurement plan
What it sets out to achieve
The outcome the work is built for.
This is a concept project, so the outcomes below describe design intent rather than measured performance. We publish numbers only where a client has verified and approved them.
The hard questions answered upfront
Cost, entry route and outcomes are addressed on the page rather than left to a forum.
Media aligned to intent
Every campaign points at the page that answers the query that triggered the click.
Readable on a phone
Information-dense pages structured to stay navigable on the device most prospects use.
