TU Wien ACE provides 14 different master’s programs, 3 university courses and various compact programs focusing on the intersection of technology, management and leadership. TU Wien ACE approached Words On Brand to help revitalise the web pages for two of the academy's most sought-after programs.

The collaboration initially centred around renewing two of the Academy's most popular master's programs: Environmental Technology & International Affairs and Renewable Energy.
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‍The primary objective was to overhaul the program pages to appeal more to international students and position them as attractive options for change-makers and future climate pioneers. This needed to be done authentically, avoiding greenwashing while accurately representing the programs.

When examining the existing student demographics and those of recent alumni, we identified a second target audience worthy of attention: mature learners returning to study or in a career transition.

The challenge was to prepare texts which effectively showcase the programs and resonate with these audiences.

The process began with an in-depth discussion with TU Wien to clarify their vision for the MSc program pages, including the type of conversations they aimed to initiate with potential applicants and understanding the preferences of their target audience.

This led to the development of a detailed brief, followed by the creation of buyer personas, ensuring the content resonated with sustainability-conscious prospects.

Throughout the copy development, these personas were referenced continually, ensuring that every sentence struck a chord with the well-defined and environmentally aware readership.

This approach allowed for crafting content that was not only more concise but also more impactful, addressing the core concerns and interests of sustainability-focused master’s students.

As part of an ongoing effort to improve SEO and traffic to the master's program pages from search, we conducted a full SEO audit.

The audit included competitor benchmarking and keyword research plus a deep dive into TU Wien ACE's crawlability, user experience, on-page SEO and backlink profile. The audit provided TU Wien ACE's communications team with actionable insights how to improve SEO performance.

The outcome was the transformation of the MSc program pages into more engaging, concise, yet impactful platforms that effectively communicate with future climate leaders.

These revamped pages now mirror the contemporary and extensive curriculum of both programs, speaking directly to the hearts and minds of sustainability-minded students.

Furthermore, the SEO audit provided TU Wien ACE with a strategic roadmap for future online improvements, allowing them to stand out in a competitive educational landscape.