Biotechnology Program Webpage Overhaul

Boosting enrollment through clearer storytelling, emotional connection and authentic representation.

Project Overview

Madison College needed to increase enrollment in its Biotechnology program. In the Madison, WI region, demand for skilled biotechnology professionals is high. Graduates with the right training can quickly find employment and launch rewarding careers.

However, the college’s website was holding the program back. There were four separate biotechnology credential pages, but they lacked clarity and context. Prospective students couldn’t easily understand:

  • Which program options were right for them.
  • What real-world opportunities existed after graduation.
  • Why Madison College was a smart choice for biotechnology training.

My Role

To solve this, I partnered with the Biotechnology Program Director to reimagine the program’s online presence by creating a more engaging, prospective student-focused experience.

Key Contributions

I interviewed program leadership to uncover industry insights, student pathways and employer demand.

New Program Overview Page

I created a new Biotechnology programs overview page that clearly explains:

  • The local demand for skilled biotechnology professionals.
  • Why Madison College is uniquely positioned to prepare students.
  • How the program’s credentials fit different student goals.

Overhaul Credential Pages

New program content guides prospective students about:

  • Associate Degree with an embedded Technical Diploma for first-time college students
  • Two Certificate Programs designed for:
    • Professionals already in the field seeking career advancement
    • Bachelor’s degree holders exploring a career change
MC biotechnology overview page screenshot
Placing an RFI form next to the program options provides additional opportunities for prospects to begin engaging with recruiting teams.

Emotional Marketing Through Authentic Representation

To connect with students on an emotional level, I focused on real stories and real experiences:

  • Sourced student testimonials to provide relatable, first-hand perspectives.
  • Repurposed social media content, featuring authentic photos of students performing hands-on lab work.
  • Showcased career possibilities visually and narratively, helping prospective students picture themselves succeeding in biotechnology.
  • This approach helped transform the program’s webpages into a recruitment tool that does more than inform; it inspires!
biotechnology webpage testimonial screenshot
Student testimonials showing them engaging in hands-on learning help audiences visualize themselves in the program.

Results

When you connect the right story with the right audience, the results follow:

78% increase in inquiries year-over-year

28% increase in program applications year-over-year

(2024-25 academic year)

Takeaways

By clarifying pathways, aligning messaging with student goals, and leveraging authentic content, the Biotechnology Program’s new online presence:

  • Builds student confidence in choosing Madison College.
  • Highlights career opportunities in a growing local industry.
  • Creates a more personal, emotionally resonant connection with prospective students.