The Challenge

Mid’s former website didn’t reflect the grit and determination of its students and the dedication of faculty to moving them forward. Plus, while people were finding the Mid site, they were getting lost in an inflexible design and excess content.

The college wanted a more intuitive website experience that helps prospective students see themselves at Mid and take action faster.

Innovative Guided Pathways

Stamats led a website audit focused on analytics, competitor standings, content inventory and effectiveness, SEO and SEM comparisons, and user experience pathways.

The audit paved the way for Mid’s Guided Pathways strategy: Academic journeys that students can take based on their area of interest, desired credentials, and career-readiness. Each pathway is designed to be helpful and relevant for any entrance point in the student journey.

The interactive program finder guides the user along with highly optimized SEO pages and enhanced program pages.

Streamlined User Journeys

The new site, redesigned on the Cascade CMS by Hannon Hill, features student and alumni stories, highlights the brand promise to students, and helps learners quickly key information. Features include:

• Eye-catching authentic imagery
• Streamlined conversion pathways
• Strategic Program Finder based on user intent
• Story library for dynamic content insertion
• Clear calls-to-action
• Simplified RFI forms
• Fewer clicks to conversion
• Simplified content governance with Cascade Bricks

All pages are optimized for SEO and conversion, giving students options to apply now or easily access more information. They can also see other relevant programs to explore related options.