On this page, you’ll learn more about the website design and copy work that I played a key part in developing for the AES website. As one of the creative leads on this project, I spent long sessions ideating, drafting, and editing the copy that would go on to represent our brand to the public.
AES Website Design
During my time as a Content Specialist with Applied Educational Systems (AES), I was tasked with developing a new marketing angle that would better appeal to our customers, who were primarily CTE teachers and administrators.
To help structure our ideas, my supervisor and I read Building a StoryBrand by Donald Miller. StoryBrand is all about presenting your company as a “mentor” to your customer, who is the “hero” of their own story.
The language and the copy we developed for the website was meant to cast AES in this light–instead of talking about ourselves, we talked about our customers. How noble it was to be a CTE teacher, how it required a level of passion and persistence that few would be able to maintain.
I asked myself, “What does a teacher want? Who is it they want to be?” The answer came surprisingly easily: teachers want to make a difference for their students, and they want to be remembered by their students as someone who truly cared.
Thus, our central message was born: “With AES, you can be the teacher your students remember.”
Below, you’ll find examples of how we incorporated this central message into our new website design:
AES Homepage
- Homepage – Main
- Homepage – Main Cont’d
- Homepage – Raising the Stakes
- Homepage – How We Help
- Homepage – Three Easy Steps
- Homepage – Final CTAs
Mike's Writing Portfolio 
