Information included in this article:

  • The function of academic program web pages
  • The strategy for academic program web pages
  • Why academic program web pages are edited differently from other web pages
  • A roadmap for future enhances to academic program web pages
Example Academic Program Web Page - Bachelor of Science in Emergency Management


The Function of Academic Program Web Pages


Webpages for academic programs are among the most important web pages on www.atu.edu. These pages exist to help prospective students quickly gauge if they are interested in a program or credential offered at ATU and compare it with other programs they might be interested in. 

Academic program web pages are often the first web pages prospective students come in contact with on our website. The function of these web pages is to:

  • pique a prospective student's interest in the program or credential
  • quickly serve important information about the program without overwhelming them
  • serve calls to action for applying to ATU, requesting more information about the program or ATU, touring ATU, or exploring other degrees at ATU

Program Web Page Strategy


Academic program web pages were created with several strategies in mind.

Design Strategy

The new academic program web pages were designed to be visually engaging to prospective students while providing cohesive content sections and ability to chunk information to reduce the likelihood of page abandonment.

The use of yellow backgrounds in the About This Degree section invokes feelings of excitement and optimism in viewers.

Each program has a photo associated with the page in the Point of Pride section - this allows prospective students to get a visual representation of the program.

The goal of the design is to have viewers optimistic, excited, and ready to apply, learn more, or keep exploring programs at ATU.

Content Strategy

The goal is to communicate enough information to help students make decisions about what program they would like to study while chunking the information into digestible pieces to help with readability.

All academic program web pages contain the following content:
  • Name
  • Degree/Credential Type
  • Location - Russellville Campus, Ozark Campus, or Online
  • Modality - In-Person, Online, or Blended
  • Introduction
  • Hands-on Learning & Skills
  • Tuition Information
  • Career options for the program or credential
  • Academic Information - links to the Academic Catalog, Learning Outcomes, Degree Map (if an undergraduate degree), Faculty, and the Academic Department's website
  • a Point of Pride - an opportunity for the program to publicize an accomplishment or accolade
  • Calls to action
This information covers frequently asked questions about academic programs and gives enough background to help students make decisions. Further questions can be handled via the "Request Information" call to action button.

SEO Strategy

Academic program web pages have SEO strategy baked into the page design. Each page has specific metadata to help search engines find and index the pages. Within the page content, keywords are used to help the pages surface on relevant queries.

By including the information listed above, ATU is seeking to establish these program pages as the authoritative information source for these academic programs. This will help the pages' ranks in regards to the Search Engine Results Page (SERP).

Google has recently made changes to their search algorithm that makes user experience one of the most important aspects of SERP ranking. The design, content, and SEO strategy for these pages combiner to attempt to deliver the best user experience for prospective students.

Why Academic Program Web Pages Are Edited Differently


The knowledge needed to edit these pages goes beyond the expectations the university has for department-level editors. The design, content, and SEO strategies contribute to academic program pages having the most complex page template on the ATU website.

The combination and usage of snippets, components, and source code editing require that the pages be edited by the site administrator at this time.

Departments can request edits and updates to academic program webpages.

How to request edits or updates to an academic program page:

  1. Open a web browsers and go to the page you wish to request the edit or update for
  2. Scroll to the bottom of the page, below the Call to Action section
  3. There will be a small link below the Call to Action buttons that says "Request an update to this page's information". Click this link.
  4. Fill out the change form and submit
That form will create a ticket with ATU Web Development and your edit or update will be addressed. You might receive a follow up email if more information is needed to complete your request.

Roadmap for Future Enhancements to Academic Program Pages


Phase II Enhancements

  • Increased word count for program details sections. The ideal word count is ~1,500 words per program page.
  • Transition page content to plain language. Many viewers of academic program web pages may not have encountered university webpages before. Language here needs to be concise, easy to understand, and reader-oriented.
  • Increase presence of stackable degree information. ATU's degree-stacking ability allows us to stand out in the higher education marketplace. Future page enhancements will make those degree tracks moe apparent and easier to understand.
Phase III Enhancements

  • Add tabs to the page template to allow for expanded information such as application information, research opportunities, increased faculty information, program accreditation information, and more.
  • Add additional content areas for galleries, video, and other visual or audio content.
We all work together to put ATU's best foot forward online. If you see an academic program page in need of an update, please submit a change form ticket. Your support is appreciated as we all continue to increase ATU's presence in our communities - both in-person and online.