Edgbaston High School for Girls

01

A build led by UX research

Every stage of the redevelopment was underpinned by in-depth UX research and analysis. We assessed user journeys, behavioural data, heatmapping insights and stakeholder objectives to inform both design direction and technical functionality. This research-first approach ensured that the refreshed website structure aligned with real user needs and not assumptions. It also allowed us to define the functional requirements of the CMS, ensuring internal teams could manage content efficiently while maintaining brand consistency.

By prioritising usability, accessibility and mobile-first performance, we delivered a user experience that supports longer session durations, clearer navigation pathways and stronger enquiry conversion rates.

02

An upgraded CMS

Alongside structural and design improvements, we migrated the website onto our SM5 content management system, rebuilding the platform to deliver enhanced flexibility, scalability and performance. This upgrade provided EHS with: 

- Improved content editing workflows 
- Greater control over page layouts and components 
- Enhanced security and technical resilience 
- Modular functionality to support future growth 

Replatforming onto SM5 ensures the website can evolve alongside the school’s strategic objectives, reducing reliance on Redwing and providing internal marketing teams with greater autonomy.

Pre-Prep

Designed for parents of very young children, this section prioritises visual storytelling, immersive imagery and video content. Messaging focuses on care, nurturing, early development and foundational learning, addressing the emotional and practical concerns of parents at the earliest stage of their decision journey.

Prep and Senior

For parents of school-age children, this section combines strong visual presentation with more detailed academic and pastoral information. Content emphasises EHS’s academic performance, co-curricular excellence, pastoral care and the distinctive “value-add” qualities that differentiate the school in a competitive marketplace.

Sixth Form

Styled specifically to appeal to girls aged 15 - 16, this area speaks directly to prospective pupils rather than parents. Tone, design and content focus on independence, ambition, Higher Education pathways and career outcomes, clearly articulating the long-term advantages of choosing EHS Sixth Form.

Parents

A dedicated section outlines how EHS partners with families throughout their child’s education. It provides practical resources, policy information and insight into communication processes, reinforcing transparency and trust.

Alumni

The Laurels Association area supports engagement with former pupils, strengthening community ties and reinforcing the long-term value of an EHS education.

04

Easy contact points to open days and admissions pages

To support lead generation, we embedded clear yet discreet calls-to-action throughout the user journey. Wherever a visitor enters the website, they can seamlessly access upcoming open days or the admissions process. The Open Days and Admissions sections were also comprehensively restructured to focus on user priorities: 
- Simple event registration 
- Clear explanations of what to expect during an open day 
- Transparent admissions process guidance 
- Key admissions dates and deadlines 
- Natural stepping stones to the admissions application process

05

Centralised form management

Using the SM5 form module, we transformed how EHS captures and manages prospective parent submissions. The marketing team now has full control over:
- Form creation and custom field configuration
- Automated email responses triggered by submissions
- Attachments and downloadable prospectus materials
- GDPR-compliant data storage, archiving and resolution tracking

This centralised approach enhances operational efficiency, improves response times and supports more effective admissions follow-up strategies.

06

Onward communications with newsletter management

To strengthen ongoing engagement, we provided streamlined newsletter management functionality within the CMS. EHS can quickly collate weekly news and events published on the website into pre-styled email templates. These can then be exported into Mailchimp for distribution. Additionally, website signup forms automatically feed subscriber data into EHS’s Mailchimp account, ensuring seamless audience list management. This enables consistent engagement with current parents, prospective families and alumni, reinforcing brand loyalty and supporting admissions marketing objectives.