STORY
2008...Austin Peay State University, needing to update their Web presence(s) to not only communicate more efficiently to their constituents, but to also help solidify their overall brand, undertook a major Web site re-design.

Steve Wilson, now of CINQ Partners, led this charge from conceptualization to rollout...and now continues to overhaul individual Web sites to reinforce a consistent message.

The current design is based upon a solid three column grid structure, ensuring consistency across all individual sites, yet scalable for design of unique projects and special events.

With any university, content is king. Therefore, users must be able to find information in a timely, consistent and also enjoyable manner. Careful detail was placed in the flow of paragraphs, informational tables, bulleted lists and user navigation. Also, images have options for captions, feature stories have options for pullquotes and footnotes.

Many times, it's what you DON'T see that makes a great Web site stand the test of time.

RESULTS
Since 2008, unique page visits per session have DECREASED. This is important in any purely information-based Web site. If users are clicking fewer links, and visiting fewer pages, they are more than likely getting the information they need in a more timely fashion.

What has INCREASED are Office of Admissions inquires, visits and tour reservations (225% average increase from 2008 to 2009). The University has also INCREASED enrollment to a record high, eclipsing 10,000 students for the first time.

CONCLUSION
While the APSU Web site cannot be seen as the sole reason for these INCREASED numbers, it can be said that students are finding a more customer-friendly and aesthetically pleasing university extremely appealing.