Client

Wayne State University School of Medicine

Industry

Ask

Website Redesign / Brand Awareness

Objective

Wayne State University School of Medicine is the largest single-campus medical school in the nation with more than 1,000 medical students. In addition to undergraduate medical education the school offers master’s degree, Ph.D. and M.D., Ph.D. programs in 14 areas of basic science to about 400 students annually. TMV was brought in to redesign and rebuild the entire website, with a strong emphasis on optimizing web content to improve clarity, usability, and engagement. As well as create a brand voice that clearly defined the brand ethos.

The Challenge

After conducting a deep dive audit of the existing site TMV found:

  • Not easy to find (sub-domain an issue)
  • Low over all traffic.
  • 90% drop -off after 1st and 2nd click.
  • Multiple navigation structures / templates / styles.
  • Had no strong Brand Story.

The Strategy

Build for the future

Primary Domain vs Sub-Domain

Move from waynestateuniversityschoolofmedicine.edu to wsuschoolofmedicine.org

Reduce – The number of constituents that need to be addressed.

Eliminate – Select elements from public view

Raise – The balance between learning the science of medicine and the humanistic elements of its practice.

Create – A brand experience that matches the emotional and educational needs of students, facility and benefactors.

Under the new brand voice of “Solving the Human Puzzle” the new design would address the follow:

Residency Program Pages – Clear sections, bullet points, add FAQ section addressing applicants concerns.

Facility & Research Profiles – Engage profiles with highlighted research, publications and impact areas.

Call to Action (CTas) – Ctas strategically placed throughout the site for higher conversions.

SEO, Optimized Content for Higher Search Rankings

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

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.

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
↓ 30%
↑ 164%
↑ 60%
↑ 80%
↑ 175%
↑ 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.