Case Study - Emerald School of Excellence
Our Work in Action
Our goal for Emerald School of Excellence was to create a modern, accessible, and visually engaging platform that would enhance enrollment efforts, showcase their impact, and provide valuable resources for families in search of recovery-focused education.
Solutions:
- Comprehensive Website Redesign - Developed a user-friendly and visually compelling website to effectively communicate Emerald’s mission.
- Branding & Design Enhancement - Created branding guidelines and refined the school’s visual identity for a cohesive and professional appearance.
- Intuitive Navigation – Simplified site structure to help parents and students easily find critical information.
- Content Strategy & SEO Optimization – Developed content that resonates with Emerald’s target audience while improving search visibility.
- Responsive & Accessible Design – Ensured that the website is mobile-friendly and adheres to WCAG accessibility standards.
- Enrollment-Focused Features – Integrated call-to-actions such as scheduling tours, requesting information, and applying online.
- Performance Optimization – Implemented speed and security improvements for a seamless browsing experience.
About Emerald School of Excellence
Emerald School of Excellence is a 501(c)(3) accredited recovery high school dedicated to supporting teens struggling with substance use disorder and co-occurring mental health challenges. Located in Charlotte, NC, the school provides a safe, structured, and supportive environment where students can recover while pursuing academic excellence. With a unique combination of rigorous education, therapeutic support, and peer accountability, Emerald empowers students to overcome obstacles and achieve lifelong success.
Objectives:
The new website redesign aimed to:
- Increase Enrollment & Engagement – Implemented clear CTAs and information architecture to streamline the enrollment process.
- Enhance User Experience – Developed an intuitive navigation system for seamless browsing.
- Strengthen Brand Identity – Established a consistent and compelling visual and messaging strategy.
- Improve Accessibility & Performance – Designed a responsive and WCAG-compliant platform for inclusivity.
- Optimize Search Visibility – Implemented SEO best practices to improve organic reach.
- Showcase Impact & Community – Created dedicated sections for student testimonials, recovery resources, and event highlights.
Phase 1
Discovery
Understanding the Needs of Emerald School
During Phase 1, we conducted a deep dive into Emerald School of Excellence’s mission, audience, and operational needs to ensure the website redesign effectively served its purpose. This phase included interviews with school administrators, teachers, students, and parents, as well as analyzing user behaviors and pain points from the existing website.
Key Insights from Discovery:
Parents & Students Seek Clarity – Families in crisis need clear, immediate, and easy-to-navigate information about enrollment, programs, and recovery support.
Brand Perception Matters – The website needed to better convey trust, professionalism, and the transformative power of Emerald’s approach.
User Experience Gaps – The previous site had outdated navigation, making it difficult to access resources. We identified areas where restructuring was essential.
Search Visibility Challenges – The existing website had weak SEO performance, limiting its reach to parents searching for recovery high schools online.
Emotional Connection Is Key – Compelling student and family testimonials needed to be highlighted to emphasize Emerald’s impact.
With this foundational understanding, we moved forward in crafting a brand-aligned, accessible, and goal-driven website.
Phase 2
Branding and Design
Translating Insights into a Roadmap
With the insights gained from Phase 1, our team began Phase 2, focusing on refining Emerald School’s brand identity and developing a cohesive visual and UX/UI strategy.
Key Branding & Design Enhancements:
Created a Visual Identity Guide – Defined fonts, color schemes, and design elements aligned with Emerald’s mission.
Developed Wireframes & Prototypes – Designed user-friendly layouts to enhance content flow and engagement.
Refined Messaging & Tone – Established a professional yet compassionate voice to resonate with parents and students.
Photography & Visual Storytelling – Integrated authentic imagery and student success stories to create an emotional connection.
We aimed to ensure every design element reinforced Emerald’s mission while creating a user experience that felt welcoming, supportive, and informative.
Phase 3
Development
Bringing the Vision to Life
Phase 3 was dedicated to development, where we translated the strategy into a fully functional, high-performing website.
Key Achievements in Development:
Custom WordPress Development – Built a fully customized, scalable website for easy management.
Performance Optimization – Implemented caching, image compression, and security enhancements for fast load times and safe browsing.
ADA Compliance & Accessibility – Ensured WCAG compliance for an inclusive experience.
Integrated Lead Generation Tools – Enabled form submissions for inquiries, donations, and admissions.
Overall Impact:
50% Increase in Organic Traffic in the first 6 months.
Enhanced User Engagement with a 30% decrease in bounce rates.
Streamlined Admissions Process, reducing friction for prospective families.
The result? A transformative digital presence that empowers Emerald School of Excellence to reach more families, advocate for recovery-focused education, and provide critical resources to students in need.
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