University of Texas at Dallas


A Dated Digital Presence 

Despite their strengths as a T1 research university, UT Dallas was selling themselves short with an early 2000’s website that the institution had long outgrown.

A State of Design & Architectural Discord

The website failed to capture the unique personality that set UT Dallas apart, fueling the misperception of UT Dallas as a faceless commuter school among the state’s (seemingly) more distinguished post-secondary options. Meanwhile, their site fatigued visitors with walls of text and rogue content rabbit holes across 224 subdomains and microsites.

A Renewed Focus

Our website strategy focused on the following priorities:

  1. Reset the Reputation
  2. Promote the Personality
  3. Bring Cohesion
  4. Implement Best Practices
  5. Engage the Alumni
  6. Attract the Talent

Creating User-Centric Pathways

We developed a user experience tailored to the needs and user pathways of very specific audiences, like international students – a segment that accounted for an important share of their prospective student pipeline.

Bringing the Pro-Nerd Spirit Forward

The website now shows off the beauty of the campus and created a welcoming sense of place, charming UT Dallas audiences in ways that were as quirky as they were authentic; traits that aligned with UT Dallas’ personality.

Sharper Content Strategy

We shaped a content strategy that highlighted the benefits of UT Dallas’ dynamic curriculum and marquee programs, as well as educated their audiences on the university’s progressive transformation as a recently-appointed R1 research university.

A Resonant Arena of Engagement

Since launching the website in spring 2021, UT Dallas has seen a 41% lift in page views, proving the new website is winning the attention of visitors. Moreover, UT Dallas saw a 23% increase in organic (unpaid) search traffic, a 32% increase in website sessions, and a 38.3% increase in mobile traffic in just after six months following the launch, with nearly a fifth of those visits coming from in-state users.

Next Project

Worcester State University

Digital Marketing