We built University Canada West a landing page engine.
We turned a single underperforming landing page into a tested, CMS-powered template system, so UCW can launch high-converting program pages on demand, without a developer.
Demand wasn't the problem. The page was.
University Canada West has strong, career-focused programs and real demand flowing in from paid media. The problem was never interest. It was what happened when that interest hit the page. The landing experience was built to inform, not to convert: one rigid page asked to explain every program, satisfy every visitor, and still drive applications. The value was buried, the next step was unclear, and high-intent applicants leaked away before they ever raised their hand. Worse, the page was frozen. Every change meant a developer ticket, so the team couldn’t test, couldn’t iterate, and couldn’t move at the speed enrollment campaigns demand.
How we built the engine.
- 01
Test before we touch design
We didn't redesign on a hunch. We ran experiments on the existing page to find exactly where intent was leaking, so every decision that followed was led by evidence, not opinion.
- 02
Rebuild around the decision
We designed a new, conversion-first landing structure that answered the applicant's real question (is this program right for me, and what do I do next) and pointed every visitor toward one clear action.
- 03
Hand the team the controls
We built a CMS so UCW could edit copy, swap proof points, and update programs themselves. No developer, no delay.
- 04
Turn the win into a system
We productized the winning structure into a template-led, dynamic landing page engine. Every new program page now launches from a proven, high-converting blueprint: fast, on-brand, and built to convert from day one.
From one frozen page to a living template.
Before: one static, informational page: cluttered, generic, developer-dependent, impossible to test, slow to change. After: a focused template that converts, plus a CMS the team owns. New program pages ship in hours, not weeks, each one inheriting a tested structure.
A landing page machine, not a one-off.
The real unlock wasn't a prettier page. It was repeatability. Marketing picks a template, drops in the program content through the CMS, and a high-converting page goes live in hours. No code. No queue. No starting from zero. Every page launches on a structure we already proved works, which means UCW isn't just converting better today. They're set up to keep launching pages that convert as they grow.
The results.
- +56%
- Enrollment inquiries vs. the old page
- 4%
- Landing page conversion rate
- −25%
- Bounce rate on the landing experience
- 12
- Program pages now live on the system
