BRCTC Page Copy
Client
Education
Service
Copywriting
Industry
Content Writing
Year
2021 - 2022
About the Client
Blue Ridge Community College (Associate Degree Programs in Business Administration) is a US-based community college offering practical courses enabling explore pathways toward earning a degree or joining the workforce.
Problem Statement
Generic, non-differentiated messaging across landing pages.
Unclear value propositions above the fold.
Lack of audience-specific tone and industry alignment.
Variable content character counts were hampering UX.
Inconsistent CTAs and conversion pathways didn’t help conversions.
Deliverables
My job was to write the primary landing page and child pages for BRCTC's Associate Degree Programs in Business Administration, Culinary, Technology, and Health Sciences.
Strong above-the-fold messaging highlighting unique value propositions
Industry-specific tone and language (tech, management, culinary, health)
Structured content flow with clear sections and hierarchy
Action-driven CTAs aligned with user intent
Optimised copy for clarity, engagement, and lead generation
Impact
Was able to achieve clear and compelling brand messaging across all landing pages.
Improved user engagement and time on page
Stronger conversion pathways leading to higher lead potential
Consistent character count and audience-aligned messaging across industries.
Here are the links to the primary landing pages of the following streams of courses: