The Marketing and Communications Department is thrilled to announce a significant achievement in its digital journey – the launch of revamped program pages for all 23 majors at the College, now live on smumn.edu. This success is thanks to a collaborative effort involving College faculty, staff, and admissions working closely with the Marketing and Communications Department.
The journey began by strategizing how to optimize the presentation of core majors and their respective track options on the website, resulting in notable SEO improvements. During the process, significant questions arose: Should all tracks be consolidated onto one page with an accordion, or should each track have its own unique page? Consequently, the decision was made to adopt a new URL structure and introduce a parent page/track page concept. The guiding principle was clear – if a track has a unique outcome, it deserves its own page. Check out this example: Biology Parent Page.
Following this, the Marketing and Communication Department engaged in meaningful consultations with faculty and admissions to enrich the content and establish a template for a consistent customer experience across all program pages. The result is a unified customer journey that intricately and consistently details what students can expect to learn, highlighting key program features. Modules to prompt them to visit and apply were also added.
A crucial element was crafting comprehensive information with a keen eye on optimizing for SEO. In this effort, over 30 new program pages were written to provide comprehensive information about each major and its tracks, while enhancing our online visibility. More than 40 photos were sourced to visually represent the diverse and dynamic aspects of our programs and our students. Additionally, over 10 student stories were incorporated on program pages, providing an authentic and relatable perspective. Notably, substantial enhancements were made to the elementary education and secondary education pages, showcasing a plethora of options for our students to explore. Finally, a brand-new landing page dedicated to showcasing our undergraduate minors serves as a centralized hub for exploring the exciting opportunities available to our students.
Perhaps most importantly, a Request for Information (RFI) option was added to each page. This strategic move not only empowers prospects to engage with the university but also facilitates their entry into Saint Mary’s marketing funnel, fostering a more personalized connection.
Thank you to everyone involved in this project to make the College’s digital presence even more vibrant and user-friendly.
