1300 71 61 41Flight Centre Travel Academy
Product Excellence
2022 Impact Awards
Services Used
Solution
Websites & Integrations
Project Goals
Tools Used
The Plan
- Scoping Phase
- Creating a New Sitemap
- Wireframing Pages
- Conducting SEO Boot Camps
- Building Pages & Populating with Content
- Quality Assurance, Site Launch & CMS Training
Scoping Phase
- The project was to begin with two in-depth scoping workshops between FCTA and Neighbourhood, designed to better uncover the opportunities and requirements of this project and ensure all ideas were heard.
- These workshops would allow Neighbourhood to define the overall goals of the site as a whole, determine the goals of specific pages, work out optimal customer journeys through the pages, review the content to ensure everything necessary had its place and discuss the overall strategy that would govern the copywriting and content.
- The outcome of this would include a detailed and specific plan that covered timelines, requirements and Neighbourhood's plan of attack for using the HubSpot CMS to make the site something special.
Creating a New Sitemap
- Based on Neighbourhood's research, alongside insight from FCTA, it was determined that the “Pathways to Diploma” should be at the centre stage. This would allow the site to highlight different course options students could choose.
- It was also determined that the new website should emphasise student experience and prominently feature testimonials or “Career Success Stories”.
Wireframing Pages
- To determine the best page layouts Neighbourhood would wireframe selected pages, that could then be duplicated for related content
- The aim was to design a website that would lower the barrier of entry and allow prospective students to become qualified leads at the earliest possible time.
- Three contact points were to be introduced; downloading an info brochure, enquiring about a course and submitting an application
Conducting SEO Boot Camps
- As FCTA wanted to take charge of all content creation and search engine optimisation it was determined that running workshops would provide the best possible outcome.
- Neighbourhood would train the team with two "SEO Boot Camps" and collaborate closely on content creation
Building Pages & Populating with Content
- Once the wireframes were approved Neighbourhood would move on to building out each page within the HubSpot CMS.
- The FCTA team would be primarily responsible for copywriting and sourcing photo and video material to populate the pages.
- Neighbourhood would also provide support and guidance in content creation for selected pages
Quality Assurance, Site Launch & CMS Training
- Before launching, Neighbourhood would review all content for quality and test site performance including responsiveness across desktop, mobile and tablet.
- After the website went live Neighbourhood would provide post-launch support and staff training in the use of the CMS.
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