Aligning a post-secondary business school website with Generation Z standards, without compromising SEO performance or conversion

Industry: Education & Training (Higher Education)
Country: France
Year: 2026
Company size: 11–50 employees

Athena Business School is a business school specialized in work-study programs. The school prepares students for the professional world through a hands-on teaching approach, certified programs, and strong support focused on employability.

Project challenge

The redesign had to be global, both in terms of content and structure, with a major constraint: a short and non-negotiable 2.5-month roadmap. The website had to be ready to serve as a commercial and marketing asset for one of the largest student recruitment fairs, scheduled for January 2026.

Project objectives

The existing website no longer reflected Athena Business School’s positioning and lacked appeal for prospective students.

Marketing

• Modernize the school’s image to resonate with Generation Z while maintaining a credible, institutional positioning.
• Clarify key messaging around work-study programs, academic tracks, and employability to remove barriers to application.
• Design conversion-driven user journeys (applications, contact requests, recruitment events) with clear, measurable CTAs.
• Support paid acquisition campaigns (Ads).
  

Technical

• Migrate to a more agile technology stack.
• Ensure strong SEO performance to support long-term visibility.
• Provide teams with full autonomy for page creation and updates.

Our approach

This project was delivered following the five key steps that structure our web projects at Digidop.

Step 1. Strategic scoping & SEO architecture

The project began with a strategic scoping phase structured around several co-creation workshops. The goal was to align on business challenges, key user journeys, and site architecture, in close collaboration with our SEO partner agency.

Step 2. UX & Web Design

Once the look & feel was refined and all UX flows validated, we redesigned the entire website.

Step 3. CMS-first Webflow development

For development, we chose the Webflow platform, using the Lumos framework. The site is built with a CMS-first and component-first approach, allowing marketing and growth teams to evolve the website independently.

Step 4. Pre-launch

At the end of the development phase, several adjustments were implemented to ensure a smooth and controlled launch:

• Integration with the IT ecosystem (workflow automation with the Monday CRM)
• Tracking setup
• Full QA phase
• 301 redirect management

Step 5. Launch & ongoing collaboration

Website launch and support during the communication campaign at the time of publication.

Following the initial project, our engagement evolved into a long-term collaboration. We now support the school on a monthly basis with SEO strategy and ongoing website maintenance and optimization.