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 [X]. 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
