Mentriq Overseas Education: rebuilding the digital foundation for a study-abroad consultancy.

Why the website matters so much here

Studying abroad is an expensive decision with unfamiliar processes and a long list of questions about eligibility, timelines, countries and courses. Students and their families rarely enquire on the strength of one ad. They check the website first to decide whether a consultancy is credible and relevant to them.

For an overseas education consultant, the website is where many enquiries either form or quietly don't.

What I found

Before changing anything, I reviewed the whole digital setup end to end.

The structure made information hard to find

A student researching a specific programme or destination had to dig for it. Students comparing several consultancies don't dig. They move to the site that makes it clear.

Pages informed, but did not lead anywhere

Several destination and programme pages gave general information without a clear next step for a student who was ready to enquire.

The SEO foundation was weak

Technical and structural SEO basics needed work before any content or keyword strategy could be expected to perform.

Messaging was too general

Some pages described services in general terms instead of answering the specific questions a student arrives with.

Enquiry points were in the wrong places

Forms and calls to action were not placed where a visitor's interest was highest.

The journey was not visible

It was not clear how a visitor moved from first landing on the site to submitting an enquiry.

The real problem

Each part of the site had been built without the others in mind. Structure, SEO, landing pages and messaging all affect the same outcome: whether a student finds the right page and feels confident enough to enquire. Fixing one of them in isolation would not have been enough.

What I changed

• Website structure: reorganised the navigation and page hierarchy around how students search for programmes and destinations.
• Landing pages: rebuilt key programme and destination pages with a clear path from information to enquiry.
• SEO foundation: fixed the technical and structural basics that decide whether search engines can read and index the site properly.
• Content and messaging: rewrote key pages to answer the questions students actually ask.
• Enquiry journey: mapped and adjusted the path from arrival to enquiry so each step leads to the next.
• Performance: fixed technical issues affecting how reliably pages loaded.
• Tracking readiness: put the groundwork in place so Mentriq can see how visitors move through the site.

Why I did it in this order

Structure and SEO came first. Content and messaging built on a weak foundation tend to underperform, however good they are. I rolled the changes out in sequence rather than all at once, so if something needed adjusting, it was clear which change was responsible.

How I executed it

1. Discovery: understood Mentriq's programmes and destinations, and how students find and evaluate them.
2. Audit: reviewed structure, technical SEO and landing pages together, because they can cause the same symptom.
3. Plan: turned the findings into a sequenced plan that Mentriq could review before any change was made.
4. Implement: carried out the improvements to structure, SEO, landing pages and messaging.
5. Review: checked the finished work against the original findings.

The result

Mentriq now has a website organised around how students research, programme and destination pages with a clear next step, a sound SEO foundation, and the groundwork to see how visitors move through the site. It is a foundation they can keep building on.

What this project taught me

A website should guide students, not just inform them

A student arrives with a specific question. A page that answers it but points nowhere leaves the decision unresolved.

SEO needs good landing pages behind it

Ranking brings a student to the door. The page they land on decides whether that visit turns into an enquiry.

Trust is built before the first conversation

For a decision this big, specific answers build more trust than design polish.

Foundations come before campaigns

Ads, content and outreach all perform better on a site that already works. Skipping the foundation makes results harder to explain and harder to improve.