Aligning .edu to Brand

As Texas A&M School of Law rose in national rankings, they recognized their website didn’t reflect their reputation or effectively guide prospects through the enrollment process. They identified an opportunity to enhance site content to better communicate their value, provide clear pathways for self-service research, and guide prospects to the right action. Texas A&M Law lacked the staff and resources to tackle this work internally, so they sought support from higher ed content strategy experts.

Texas A&M Law partnered with EAB to develop an enrollment-focused content strategy—one that generated leads, supported prospects’ independent research, and reflected the Texas A&M brand. Through collaboration with campus stakeholders, EAB created a student-centric SEO and content strategy to drive the Law School’s website toward its goals. EAB infused key value propositions and selling points into page-level content, ensuring the site clearly showcased Texas A&M Law’s exceptional programs, student experience, and direct paths to take the next step.

By implementing EAB’s content strategies, Texas A&M Law strengthened its brand in a competitive legal market and saw impressive results—an 18% boost in average position for non-branded keywords, a 35% increase in leads generated by EAB forms, and a 46% increase in applications from respondents. Improved site navigation enabled seamless self-service, ensuring visitors could easily find the right information, no matter where they landed.