This document summarizes recommendations from a research compilation on optimizing academic program pages on a college website. It conducted surveys of prospective students to determine key priorities for academic content. Based on the research, it recommends transitioning program pages to a decentralized model within department sites. It also recommends introducing new solutions for displaying course information and alumni outcomes, as well as standardizing key content categories across department sites. The next steps outlined are to finalize these recommendations with university leaders and develop the technical solutions.

1. Academic Web
Research Compilation
Office of Marketing and Communications
Danielle Ran, director of communications
Kris Hardy, director of web communications

2. Educator advisory team
• School of the Arts - David Kasparek
• School of Science, Engineering and Health - Scott
Weaver
• School of Business, Education and Social Sciences -
Maude Yacapsin
• School of the Humanities - David Pettegrew

3. Terminology
• Program page – The webpage that represents majors,
minors, degrees and certificates.
• Centralized vs. decentralized program pages
• Centralized – House all program pages within an area on the
website (these pages are typically centrally managed by marketing
or admissions)
• Decentralized – Each program page is housed within its
department (program page content would still be centrally managed
by marketing/admissions but would live in a site controlled by the
department)

5. Terminology
• Program page – The webpage that represents majors,
minors, degrees and certificates.
• Centralized vs. decentralized program pages
• Centralized – House all program pages within an area on the
website (these pages are typically centrally managed by marketing
or admissions)
• Decentralized – Each program page is housed within its
department (program page content would still be centrally managed
by marketing/admissions but would live in a site controlled by the
department)

7. Sources
• 2013 surveys to prospective juniors at Messiah College – 334
participants (conducted by the Office of Marketing and Communications)
• 2014 surveys to prospective seniors at Messiah College – 464
participants (conducted by the Office of Marketing and Communications)
• Focus groups with current students (conducted by the Office of Marketing and
Communications)
• Google Analytics for Messiah College – Off-campus traffic only
• User testing

8. Overall Content Priorities

9. Rank the importance of the content below.
79.31
79.87
82
86.92
88.18
91.79
92.26
70 75 80 85 90 95
Career & Internship Opportunities
Campus Life
The admissions process (next steps)
Major or minor pages with detailed
information
A list of grants and scholarships
Clear list of tuition and fees
A list of all academic programs
offered
*2013 survey to high school juniors at MC

10. Website traffic per month
- 4,000 8,000 12,000 16,000
Student life
The admissions process
A list of avaliable scholarships and
grants
A list of tuition and fees
Links to apply or request information
A list of academic programs offered
Major and minor pages
*Google Analytics from the month of October

11. Academic Content
Priorities

12. What section on the page below interests
you the most? *2014 survey to high school seniors at MC

13. What section on the page below interests
you the most?
2%
5%
6%
10%
11%
13%
27%
28%
Did you know?
Department
Overview
Other
View Courses
Internship
Distinctives
Careers
0% 5% 10% 15% 20% 25% 30%
*2014 survey to high school seniors at MC

14. Rank the importance of the following
academic content in your college search.
57.73
58.72
65.62
69.12
71.83
72.92
77.67
81.21
81.84
81.93
82.28
Video that overviews an academic…
Faculty contact info and profiles
Research opportunities
Academic-related clubs and…
Study abroad/international…
Classes that incorporate service
Internship opportunities
Career opportunities and alumni…
Courses offered within a major
Quality of the facilities
Overview that outlines each major
0 20 40 60 80 100
*2014 survey to high school seniors at MC

15. Red flags
1. The current program pages don’t include information
about the facilities.
2. Currently our courses are only available as a
downloadable PDF.

16. Current solution for
courses on Messiah’s
website

17. Rank the importance of the following
options when viewing information on
courses and schedules within specific
majors.
64.18
83.88
86.37
88.04
List of faculty members who teach
each course
A course outline/map of when you
would take each course
Course descriptions
A list of required courses
0 20 40 60 80 100
*2014 survey to high school seniors at MC

18. Rank the importance of the following
options when viewing information on
career and alumni outcomes.
52.67
55.95
58.02
69.45
71.31
80.27
83.09
Quotes from alumni
Alumni profile
A list of graduate schools attended…
A list of job titles of alumni
A list of companies where alumni…
Average starting salary for entry-…
Job placement statistics
0 20 40 60 80 100
*2014 survey to high school seniors at MC

19. Rank the importance of the following
options when viewing information on
faculty.
61.68
63.89
69.48
73.81
74.14
78.49
79.54
Academic works they have…
Biography
Awards/recognitions in their field
Contact information
Classes they teach
Education/Degrees
Interest and areas of expertise
0 20 40 60 80 100
*2014 survey to high school seniors at MC

20. Academic Departments

21. After viewing information about a major,
how likely are you to visit links to the
department or school website to find out
more?
2%
1%
5%
8%
22%
38%
24%
Very Unlikely
Unlikely
Somewhat Unlikely
Undecided
Somewhat Likely
Likely
Very Likely
0% 5% 10% 15% 20% 25% 30% 35% 40%
*2014 survey to high school seniors at MC

22. Good examples of department sites
• Department of Politics and International Relations
• Homepage – “why politics?” and interactive content
• Employment rates and alumni outcomes
• Department of Communication
• Resources for internships and post-grad jobs
• Department of Nursing
• Department news is included on the department’s homepage
• Lots of great information under the FAQs section

26. Current gaps on department sites
• Program pages don’t have all the content prospects are
looking for
• Lack of consistency between department sites
• Out-of-date content
• Content is not optimized for mobile devices

29. How much traffic comes from search?
60620
28545
21568
5477
Search Direct Referral Paid search
*Google Analytics – 30 days

30. Monthly search volume
0 100 200 300 400 500
Liberal arts colleges in PA
Christian colleges in PA
Nursing degree
Average monthly searches on Google in PA

32. College websites make a difference in my
overall perception of the institution.
Yes, 67%
No, 33%
* 2014 – E-Expectations Report

33. Quality of education is related to website
experience.
Yes, 59%
No, 41%
* 2014 – E-Expectations Report

38. Good content, but it’s not
optimized for mobile
devices

39. FORMAT OF PROGRAM
PAGES

40. Centralized example

41. Decentralized example

44. Recommendation #1
(Endorsed by Provost Cabinet on 12/3/14)
• Transition program pages to a decentralized
model.
• Program pages will “live” in the department sites
• Marketing/admissions will continue to manage the content for the
major pages (in consultation and partnership with dept. chairs)
• Departments will continue to manage all other content on their site
• Program listing will be dynamically pulled into the site from program
listing database
View example

45. Recommendation #2
(Endorsed by Provost Cabinet on 01/14/15)
• Introduce a new solution for courses and embed
it in each department’s site (in early development
phase).
• Pages will dynamically pull in course information managed by the
Provost’s Office
• This will replace the current PDF solution currently managed by the
Provost’s Office
View example

46. Recommendation #3
(Endorsed by Provost Cabinet on 01/14/15)
• Introduce an “Our Alumni” page onto every
department site that will dynamically pull related
alumni testimonials and stories into the
department site.
• Will leverage current alumni profiles on department sites but
broaden their reach.
View example

47. Recommendation #4
(Endorsed by Provost Cabinet on 01/14/15)
• Introduce new widgets to help department’s style
out pages that are important to prospects.
• Career and outcomes page
• Our faculty page
• Our facilities page
View example

48. Recommendation #5
(Endorsed by Provost Cabinet on 01/14/15)
• All department sites should include the following
content categories to ensure that prospects are
able to quickly identify the content that is
important to them.
• Academic programs
• Careers and outcomes
• Courses and curriculum
• Our facilities
• Our faculty
• Our alumni
• About us

50. Next steps
• Steering team will continue to finalize standard
categories, process and timeline with Provost
Cabinet.
• Email from OMC to department chairs to
identify level of partnership.
• Continue partnership with ITS and Provost
Office on the development of the course
database.