The University of Saint Francis: Website Redesign

The Challenge

A growing university with healthy business, healthcare, education, and arts programs, the university’s website was a hindrance to enrollment efforts: it had multiple sections with competing messages, making for a messy user experience; mostly, though, it did not represent the institution’s vibrancy and recent growth.

The Solution

The goal was to create a website that functioned as the university’s primary marketing and recruitment vehicle and Calculate was hired to redevelop the website over 2 stages.

In Stage 1, we focused on the admissions process (undergraduate, graduate, and transfer):

  • Wrote new content to reflect the university’s “Pay it Forward: brand
  • Revised the admission process pages including How to Apply
  • Added new content on financial aid & scholarships
  • Added extensive success messaging (via personal testimonials and videos; institutional statistics, graphics, and accolades)

In Stage 2, we focused on

  • Strategy, designed to serve the user (eg, prospective student) in order to attract and convert high-yielding prospects
    • Reworked the architecture for an easy, intuitive user experience
    • Added easy-to-see calls to actions throughout
    • Added simple engagement forms on key pages
    • Moved all content intended for the internal audience to the university’s intranet
    • Eliminated unnecessary external links, thereby reducing the opportunity of losing users before they completed an action
  • Content: re-wrote the remainder of the site with lean, active, marketing-driven language
    • Implemented web- and SEO-friendly headlines and bulleted, scan-able text
    • Revised all academic program pages to include success testimonial, industry opportunities, program highlights, learn more form, and more
    • Added student testimonials throughout site

The Results

In the first quarter after the revamped website was launched, the site experienced:

  • 152% increase in the number of leads generated
  • 67% increase in the Visit forms
  • Top action on homepage: Clicks on the Apply button

In the two years since the full site launched, the university’s enrollment has grown steadily, reaching “record-breaking enrollment” with the Fall 2021 class.

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