Though highly regarded for its health programs, the University — a Catholic women’s institution at the time — was struggling with enrollment. Over a 5-year period, first-year enrollment declined more than 31%.
The University needed a website that could function as its primary marketing & recruitment tool. We proposed a complete overhaul with new content, strategy, architecture, and design.
The goal was to develop an enrollment-generating website that would tell the university’s unique success story. To do so, we implemented a variety of inbound strategies designed to:
- Attract new leads
- Convert leads to applicants
- Keep the user’s experience at the forefront
In creating the new site, we focused on the following:
- Strategy: developed and adhered to a strategy designed to attract and convert high-yielding prospects
- Content: completely re-wrote the site with lean, active, marketing-driven language
- Implemented web- and SEO-friendly headlines and bulleted, scan-able text
- Added easy-to-see calls to actions throughout
- Added simple engagement forms on key pages
- Launched a responsive design to cater to the mobile audience
- Reworked the architecture for an easy, intuitive user experience
- Implemented a new design to facilitate user interaction; images, graphics, and buttons draw attention and motivate action
- 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
- Created a centralized model where the university’s marketing team could control the top levels of the site and review all updates for approval
In the first year, 5,600 prospective students submitted “learn more” conversion forms, giving the Admissions team 5,600 new leads.
- In the first 5 months, 48% of applicants who filled out a form either enrolled, deposited, were admitted, or accepted.
In its first full recruitment cycle, the site delivered the following:
- 37% of all applicants came through conversion forms
- First-year enrollment increased by 42%
- 36% of enrolled graduate students cited the website conversion forms as their primary source of access to the university