search + conversion = results

Focus the Web

Web Sites that Serve the School

The Limits of the Brochure

•Untargeted Messages

•Reader Cannot Take Action

•Content Focused on Business

•Brochures Do Not Deliver a Services

The Advantages of Action

The Opportunity

UT Total: 2% of 141,548

Small Changes, Big Results

Demographics

Their Stories

Methodical

Competitive

Humanist

Spontaneous

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Emot

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Quick DecisionsQuick Decisions Slow DecisionsSlow Decisions

Information NeedsPrice sheetTestimonialDetailed specificationEducational articlesWarranty or Guarantee informationPictures of employeesBrochure or reportContact informationNewsletter

A Shift in Focus

The Graduate Candidate with

Industry Experience

Ursula the Undergrad

The Alumni with a Good Salary

College of Pharmacy

Case Study: College of Pharmacy

Humanist Design

Targeted Navigation

Graduate Programs Featured on Home

Page

Professor Information

Alumni Features

Alumni

Pharmacy Alumni Page

Focus on Giving

Visual Cues

On-going Contact

Alumni-related Features

AT&T Conference Center

Targeting the Most Profitable

The ProfitableEvent Planner

The Alumni with a College-bound

Daughter

The Impatient Business Traveler

Removing Blocks to Action

Quick Reservation System

Detailed Links

Targeted Calls to Action

Event Calendars

Targeted Calls to Action

Text Links Improve Search

Phone Number

Richer Content