Comprehensive strategy and optimised web content for leading Melbourne girls' school
Discover
- Half day Content Discovery Workshop with key PLC stakeholders
- Interviews with PLC personnel and Principal to inform tone, language, and positioning
- Content audit
- Full 6-month project plan with milestones and timelines
Plan
- Developed website Information Architecture (IA)
- UX/UI input
- Audited and mapped existing content to the new IA, identifying gaps and opportunities
- Created exemplar page briefs to guide consistency across all content
- Refined PLC’s audience personas to ensure relevance and impact
Produce
- Authored content for 40+ new web pages
- Delivered SEO-focused copy across H1s, H2s, body text, and metadata
- Ensured accessibility and readability requirements were met
- Advised on imagery to support fresh content presentation
- Developed an overarching blog content strategy, focused on effective storytelling
- Created a Tone of Voice document to inform future web content
- Scripted and produced the 150th anniversary video celebrating PLC’s history and future vision
Support
- Conducted a full on-screen proofread of all pages prior to go-live
- Provided project management throughout, including weekly liaison and progress updates
Objective
Presbyterian Ladies’ College (PLC), one of Melbourne’s leading independent schools, was preparing to launch a new website, which coincided with the celebration of its 150th anniversary. The project required a UX-informed information architecture and more than 40 pages of fresh, engaging and strategically aligned content that reflected its strong heritage, innovative teaching approach, and vibrant community. PLC’s Communications and Marketing team wanted content that not only aligned with the school’s values but also improved accessibility, search performance, and audience engagement with a focus on prospective families.
APPROACH
Content Empire partnered with PLC to design a comprehensive content strategy and delivery plan. The project began with a Discovery Workshop, stakeholder interviews, and an audit of existing materials. We refined personas, mapped content to the new site map, and created exemplar page briefs to set tone and direction.
From there, our team authored SEO-focused, audience-first content for more than 40 pages across key sections of the site, including learning, co-curricular, admissions and community. We produced a tone of voice guide and blog content strategy to support the school’s ongoing content creation. To ensure the site went live smoothly, we also conducted a full on-screen proofread of all pages, developed by Digistorm.
As part of PLC’s 150th anniversary celebrations, Content Empire scripted and produced a milestone video showcasing the College’s history and future vision – bringing its story to life for the school community and beyond.
Outcome
PLC positioned as a school of choice
PLC’s new website launched in early 2025 with strong, consistent messaging and compelling content that reflects the College’s unique heritage and future focus. The anniversary video has become a centrepiece of PLC’s celebrations, resonating with students, staff, alumnae and families. Together, these outputs strengthen PLC’s positioning as a school of choice and highlight its values of learning, leadership and service.
Testimonial
“We’re very excited to have the new site live and so pleased with how it has turned out. Thank you so much for your work on this project!”
— Alice Faull, Communications and Marketing Manager, PLC