Client

WAYNE STATE UNIVERSITY DEPARTMENT OF SURGERY

Industry

Ask

Brand Awareness

Objective

Wayne State University School of Medicine’s Department of Surgery required a complete website overhaul to modernize its digital presence, improve user experience, and better serve prospective students, faculty, and researchers. The previous site had outdated design, poor navigation, and ineffective content organization, leading to high bounce rates and low engagement with key information.

TMV Group was brought into redesign and rebuild the entire website, with a strong emphasis on optimizing web content to improve clarity, usability, and engagement.

The Challenge

Over a six-month engagement, TMV Group:

  • Conducted a full website audit to assess usability issues, performance gaps, and content effectiveness.
  • Researched user behavior and site analytics to identify areas for improvement.
  • Interviewed key stakeholders (faculty, residents, program administrators) to align content with user needs.
  • Developed a completely new site architecture and navigation system for a streamlined experience.
  • Optimized web content to improve clarity, engagement, and SEO.
  • Designed and developed a new, fully responsive website from the ground up.
  • Measured success using engagement metrics, conversion tracking, and heatmaps.

Over a six-month engagement, TMV Group:

One of the most critical aspects of this project was rewriting and restructuring the website’s content to better serve users.

The Strategy

Residency Program Pages

  • Before: Large text blocks, unclear application steps, and missing key benefits.
  • After: Clear sections, bullet points, and an FAQ section addressing applicant concerns.

Faculty & Research Profiles

  • Before: Basic text bios with little emphasis on faculty accomplishments.
  • After: Engaging profiles with highlighted research, publications, and impact areas.

Calls-to-Action (CTAs)

  • Before: “Apply Now” buried in long text.
  • After: CTAs strategically placed throughout the site for higher conversions.

SEO-Optimized Content for Higher Search Rankings

  • Researched and integrated high-value keywords related to surgery residency programs.
  • Created scannable, user-friendly content to reduce bounce rates.
  • Implemented metadata, alt tags, and internal linking for better search visibility.

Mobile-First Content Design

  • Reformatted text into collapsible sections for easier reading on phones.
  • Improved page load speed for faster content access on mobile devices.
Area
Navigation
Mobile Experience
Residency Program Page
Faculty Profiles
SEO Optimization
Performance
Before Redesign
Confusing & cluttered
Poor layout, hard to read
Dense text, hard to find info
Basic text bios
Low rankings, outdated keywords
Slow load times
After Redesign
Streamlined with intuitive menus
Fully responsive & mobile-friendly
Clear sections, bullet points, strong CTAs
Engaging profiles with research highlights
Improved rankings & organic traffic
Faster, optimized performance

The Results

After launch, TMV Group tracked performance over six months, focusing on user engagement, conversions, and overall site effectiveness.

(Pre vs. Post Launch – 6 Months)

Metric
Bounce Rate
Avg. Time on Page
Page Load Speed
Mobile Traffic Engagement
Clicks on “Apply Now”
Organic Search Traffic

% Improvement
↓ 38%
↑ 154%
↑ 63%
↑ 82%
↑ 183%
↑ 100%

  • Faculty reported increased engagement with their profiles, leading to more research inquiries.
  • Prospective residents found the application process clearer, reducing calls and emails asking for clarification.
  • Administrators noted improved usability, making site updates easier to manage.

 
Wayne State University has been a valued TMV Group client for over 10 years, and this project is a testament to the ongoing partnership in strengthening its digital presence. TMV Group’s full website redesign and optimized web content strategy transformed the Department of Surgery website into a modern, high-performing platform that improved user engagement, enhanced program visibility, and streamlined the admissions process. By optimizing web content, improving navigation, and leveraging SEO best practices, the new site successfully positioned Wayne State as a leader in surgical education and research, attracting more prospective residents and strengthening its digital presence. This project highlights how strategic content revamps and website optimization can create a more effective and engaging user experience while achieving measurable business outcomes.