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This proposal was developed in response to a Request for Proposal (RFP) issued by Fairmont University, which sought a comprehensive redesign of its website. University officials outlined several core objectives:

• Improve site load times, particularly critical due to limited broadband access in West Virginia.
• Strengthen brand identity throughout the site.
• Serve a diverse audience that includes prospective and current students, alumni, faculty, staff, legislators, donors, and the public.
• Increase student enrollment through better digital engagement.

To meet these goals, I began with a detailed technical and content audit of the existing site, with an emphasis on SEO performance. This included evaluating:

• Use of title tags, H1/H2 headings, and meta descriptions for keyword optimization.
• URL structure and crawlability for search engine indexing.
• Mobile responsiveness and Core Web Vitals such as load time, interactivity, and visual stability.
• On-page content alignment with target search intent for different user personas.

These findings were the foundation for a new SEO strategy, aligned with Google’s best practices. I also conducted keyword research and recommended updates to content that would help Fairmont rank for terms related to higher education in West Virginia.

Next, I developed user scenarios tailored to key audience segments and redesigned the site’s information architecture with a new, SEO-friendly sitemap. I created annotated wireframes for major landing pages with SEO in mind—emphasizing content hierarchy, internal linking, accessibility, and conversion paths.

The final deliverable included:

• A strategic roadmap for SEO optimization, including content workflows, editorial governance, and ongoing keyword performance monitoring.
• A responsive, search-optimized wireframe design that puts the University’s brand and mission front and center.
• A long-term content management strategy to empower staff and stakeholders with the tools and training needed to maintain a consistent voice and SEO value across the site.

Importantly, I framed the redesign not just as a new digital platform, but as a vehicle for growth—one that Fairmont University could truly operate, evolve, and optimize well into the future.