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

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 Logical Emotional Quick Decisions Slow Decisions

Information Needs Price sheet Testimonial Detailed specification Educational articles Warranty or Guarantee information Pictures of employees Brochure or report Contact information Newsletter

Price sheet

Testimonial

Detailed specification

Educational articles

Warranty or Guarantee information

Pictures of employees

Brochure or report

Contact information

Newsletter

A Shift in Focus The Alumni with a Good Salary College of Pharmacy The Graduate Candidate with Industry Experience Ursula the Undergrad

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 Profitable Event 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