University of Texas at Tyler Case Study
A Strategic Website Redesign for Engagement and Growth
The Challenge.
Before redesigning its website with Carnegie, UT Tyler faced significant challenges that hindered its ability to effectively communicate its mission and offerings. Its website was content-heavy, difficult to navigate, and misaligned with the University’s broader promotional materials. Key messages about its academic programs, research impact, and community contributions were buried, making it hard for prospective students and other audiences to find relevant information. Additionally, content about the Health Science Center was housed on a separate site, further fragmenting the user experience. These issues created confusion and limited engagement, prompting the need for a strategic overhaul to improve clarity, accessibility, and alignment with the University’s brand.
The Strategy.
To ensure UT Tyler’s institutional identity was clear from the moment users arrived on the website, Carnegie designed a digital experience that aligned with the University’s strategic plan. The new site structure highlighted UT Tyler’s role in empowering the East Texas region through its academic programs, research breakthroughs, and healthcare initiatives. Carnegie set out to achieve a seamless, engaging, and user-friendly experience, ensuring that prospective students, parents, and the broader UT Tyler community could easily access the information they needed.
The Results.
Carnegie launched the new UT Tyler website with 150 optimized pages of content in May 2024 and delivered significant improvements in visibility, engagement, and user experience. Organic search impressions increased by 83% across optimized pages, while clicks and overall organic traffic grew by 200%. Engagement on program pages also saw an 8% boost. Prospective student interest surged, with request for information (RFI) form submissions rising nearly 700% and application button clicks increasing by 64% year-over-year. User testing further confirmed the site’s effectiveness, with students praising the clear presentation of key facts, updated imagery, Spanish-language resources, improved program-page structure, and streamlined application steps.
Additionally, the site was a Gold winner at the 2024 dotCOMM Awards, an international competition administered by the Association of Marketing and Communication Professionals that recognizes excellence in creative and digital communication, and took home Bronze at the 40th Annual EduAd Awards, the largest educational advertising awards competition in the country.
83%
Increase in impressions from organic search year-over-year
200%
Increase in clicks and organic traffic
64%
Increase in Apply button clicks year-over-year
“Carnegie transformed UT Tyler’s website into a dynamic, user-friendly platform that clearly communicates our mission and impact. Their strategic approach resulted in a significant increase in engagement, organic traffic, and prospective student interest. We are thrilled with the outcome and how it has strengthened our connection with our community.” Laura Waits
Assistant Vice President for Digital Strategy and Web Development
University of Texas at Tyler
Storytelling Through Design.
Dynamic, highly visual pages paired with active language highlight the experience students should expect as Patriots.
Strategic Emphasis on Key Initiatives.
UT Tyler’s top initiatives, including its School of Medicine, transfer pathways, and research and outreach activities, are featured at key points from the home page through academic program pages.
Enhanced Program Discovery.
A new “Program Finder” tool consolidates all degree offerings in one location, eliminating the need to navigate multiple college or department pages.
Improved Navigation & Structure.
Streamlined information architecture makes exploration intuitive and steers audiences to the resources they need to make a decision or take action. Additionally, Carnegie added the UT Tyler Health Science Center, previously a separate website, to the school’s main domain.
Related Case Studies.
-
Cleveland State University Case Study
When Cleveland State University needed to grow in a competitive environment and redefine its Student Search strategy, enrollment leadership turned to Carnegie for a strategic and personalized... -
Gettysburg College Case Study
When Gettysburg College needed a marketing and enrollment strategy partner to mobilize its strategic plan for enrollment success, they looked to Carnegie. -
Southwestern University Case Study
Southwestern University needed to build brand awareness and prospective student interest in order to reach its enrollment goals.