The challenge
The British Academy of Jewellery (BAJ) has been training jewellers for more than two decades. It teaches across campuses in London (Camden/Chalk Farm and Euston), Birmingham, Leicester and Sheffield, and is rated ‘Good’ by Ofsted.
Its offer is broad. Prospective students can choose between Level 3, 4 and 5 diplomas in Jewellery Design & Manufacturing, jewellery apprenticeships, a Foundation Diploma in Art & Design, short courses and a BA (Hons) degree validated by Kingston University. Each programme speaks to a different person — a school leaver, an apprentice already working in the trade, a career changer, a hobbyist — and each campus has its own local audience.
That made the website the centre of student recruitment. It had to help every one of those people find the right course at the right campus, see what studying at BAJ is really like, and take the next step: book an open day or get in touch. And it had to be backed by marketing that keeps enquiries coming in through the year.
What we did
This was a large development project followed by a continuing growth programme.
Web design and build for a jewellery college
We designed and built the BAJ website around the questions students actually ask:
- course pages for every programme, from Level 3 to the BA (Hons), apprenticeships, the foundation diploma and short courses
- a jewellery courses hub and a Business & Creative Industries section
- campus pages for London Camden, London Euston, Birmingham, Leicester and Sheffield, plus a find-us page
- open days and events pages that turn interest into visits
- alumni stories, student and graduate stories and a showcase of student work
- news, blog and podcast sections, the BAJ community, staff and work-at-BAJ pages
- the policy, transparency and privacy pages a regulated education provider must publish
SEO for course and campus searches
We optimised course and campus pages for the way people search — by course type, level and city — with clear titles, descriptions and headings, internal links between courses, campuses and open days, and ongoing technical care.
Student recruitment marketing
We ran BAJ’s digital marketing and social media marketing, promoting courses, open days and events to prospective students and pointing every campaign at the page where they can act.
Analytics
We set up analytics so the team can see which courses, campuses and channels drive interest and enquiries, and report on them with confidence.
The growth pack
After launch, the work continued as a growth pack — an ongoing programme combining SEO, marketing and analytics, reviewed and adjusted over time rather than left to stand still.
The results
BAJ now has a website that matches the size and range of the college:
- every programme, from short courses to a validated degree, has its own clear course page
- each campus has a page of its own for local searches and visits
- open days, events, alumni and student stories give prospective students real reasons to choose BAJ
- SEO, digital and social media marketing and analytics work together as one continuous growth programme
Rather than a one-off launch, the project became the foundation for BAJ’s ongoing student recruitment.
If you run a college or training provider, see how we approach lead-generation websites, SEO, Google and Meta ads and the education and training sector — then get in touch to start now.
