University at Buffalo
Graduate School of Education

The Insight

Students were missing information and a reason to stay.

Impression testing confirmed what our analytics and audit uncovered: the site felt institutional when it needed to feel inspirational. UB GSE’s values were buried beneath layers of outdated content and internal priorities. Prospects couldn’t see themselves reflected, and they weren’t clearly guided toward action.

At the same time, we saw that users coming from organic search were still engaged. They spent time on the site and dug deeper into the program content. If we could simplify the site and clarify the message, we could turn that interest into intent.

The Solution

We started by clarifying the purpose and cutting the clutter. Streamlined information architecture replaced departmental sprawl with intuitive pathways focused on what prospects care about most: program outcomes, faculty expertise, student support, and a sense of belonging. This led to:

• Eliminating 140+ low-value pages to clear the way for high-impact content.
• Rewriting every headline, click path, and scroll cue to feel personal and purposeful.
• Installing a custom GA4 setup that tracks behavior tied to real recruitment goals rather than raw traffic.

See for yourself at ed.buffalo.edu.

The Results

An engagement leap backed by better data.

By grounding strategy in content (not just design), we delivered a site that’s human and high performing. Prospective graduate students can now find and compare programs, connect with faculty, and see themselves in the story.

The results validated our strategy and raised the bar. UB GSE received a new platform for recruiting, storytelling, and building relationships with the students who will shape what’s next in education.