Elizabeth Seton High School

The Challenge

The school's website hadn't been meaningfully updated in years. Leftover COVID-era photos, inconsistent CTAs, and admissions and financial aid information that was genuinely hard to find. Parents were calling the admissions office constantly just to navigate what should have been a self-service process, and it showed in the numbers: enrollment funnel performance (visit, inquire, apply, enroll) was suffering because of friction that had nothing to do with the school itself.

The Strategy

I led a full redesign built around three goals: make the admissions-to-enrollment path obvious and self-service, refresh the visual and brand identity to position the school as somewhere genuinely desirable to attend, and rebuild the site's structure around what parents were actually confused about, not just aesthetics. That meant directing a new photo and video shoot, rewriting content and copy across 100+ pages, and restructuring navigation and CTAs so the highest-friction points, admissions and financial aid, became the easiest things to find.

Results

Inquiry form submissions up 30% year-over-year; parent inquiry calls down almost 60%; recruitment event attendance (Fall Open House, Accepted Students Night, Prospective Parents Night) up 25%; a launch event celebrating the new site drove a significant traffic spike on its own.