A fifteen-year-old won't read a page called "Opportunities"

The Student Ambassador programme launched quietly, in the sense that we published it and then waited. Adults found the careers and volunteering routes on the same page within days. Students, who were the actual audience for ambassadorships, mostly didn't — the page was labelled and structured for someone looking for a job.

It wasn't a content problem. The description was accurate and the application was short. It was a discovery problem: a fifteen-year-old has no instinct to click a link called 'Opportunities' looking for anything, because that word belongs to adult job-hunting in every context they've encountered it before.

The fix was surfacing the same route from where students actually are — the Students page, and inside their own My LearnOBots view — while keeping the original page as the canonical, indexable source. We didn't rename or relabel anything; we just stopped assuming one page's front door was enough.

Applications picked up within two weeks of the surfaced links going live, from students who, when asked, said they'd genuinely never opened the Opportunities page at all.

Student Ambassador applications were live for months before a single student found them, because they were sitting on a page built for adults job-hunting.