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Transforming Endicott's online presence to focus on prospective students through compelling content and visuals, modern design, and improved functionality.
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Telling the Endicott Story in a Bold New Way

An immersive homepage video with drone footage of the oceanfront campus. Stunning and authentic photography on every page. Beautiful typography and an expanded color palette. Conversational messaging and compelling calls to action. These are a few of the highlights of the completely redesigned website for New England's Endicott College, a private liberal arts school on Boston's North Shore.

Endicott tasked SAI Digital with the research and analysis, content strategy, visual design and front-end development for the website redesign project. The refreshed site brings to focus the school’s differentiating qualities and appeals to prospective students through impactful messaging, highlighting such qualities as its career-focused curriculum, hands-on faculty and staff, engaging student life and alumni outcomes.

"Our goal in the redesign was to consolidate and rewrite content and to really focus on marketing our College to incoming students," said the late Dr. Richard Wylie, former Endicott president. "SAI Digital showed great knowledge in how to best reach our many audiences with the right amount of information, and worked with us on extensive user research to make sure we were creating the most efficient end product. They were flexible when we asked them to work in tandem with a second vendor, which was very much appreciated."

desktop and mobile view of endicott website design

Great Design Starts with Solid Strategy

We kicked off our research process with a content audit, social media audit and SEO audit. We took an in-depth look into the College's current online presence and made recommendations for improvement. The result? We pared the content from a hard-to-navigate 1,600 pages to fewer than 600 pages, which were completely rewritten and optimized for a prospective student audience.

Content audit spreadsheet and Social Media Audit

Why Endicott?

After in-depth research and analysis, we discovered that there are many reasons to choose Endicott that were not readily evident on the previous site. Bringing to focus the school's internship and career program, small class sizes and supportive faculty was a top priority throughout the site. A new page “Why Endicott?” displays statistics, awards, quotes and compelling visuals of the campus to give an overview of why prospective students should choose Endicott.

  • Endicott Website

Focused on Academics and Career Preparation

We built a new program chart to help prospective students find their program of interest. The easy-to-use chart allows students to filter by keyword, school and type of program and allows for the dynamic display of both undergraduate and graduate courses. We also wanted to highlight Endicott’s unique internship program and its impact on post-graduation outcomes, so we integrated student internship stories and compelling statistics throughout the site and added Internships & Careers as a main menu item. In addition, each academic program page now contains an “Internships and Careers” tab to feature opportunities in related fields.

Find Your Fit at Endicott

With a focus on increasing interest in Endicott’s academic programs, we created a dynamic “Find Your Fit” tool to help guide prospective students through the Endicott experience. In the tool, users select academic program(s) of interest, campus location(s), and other interests, such as housing or athletics. A customized results page displays content related to the prospect’s interest, and can be saved and shared via email.

Redesigned Microsites

In addition to the, the project also included two subsites: The Van Loan School of Graduate and Professional Studies microsite ( and the Misselwood Events microsite ( Each microsite redesign included consulting with various stakeholders across the College to ensure unique needs were met. The Van Loan School site was formerly housed in the main Endicott site. Now, its unique address allows for differentiated messages to the distinct adult learner audience.

Microsite view

The Results

Launched August 31, 2017, the brand new Endicott College website has been well-received by the campus community. Built with flexible templates, the new site gives content authors the ability to use unique components on every page, such as image sliders for portfolios of student work. The new site is optimized for accessibility and compliant with WCAG 2.0 level AA.

  • 1,600+ content items evaluated to determine what to edit and consolidate prior to developing new information architecture
  • 91 participants in stakeholder interviews and focus groups
  • 1,700 participants in the website evaluation survey
"From beginning to end SAI has been a great partner for us in designing and launching our new website. We were very proud to share our brand new, beautifully-designed website with our community, and would gladly work with SAI again."
Endicott logo
Dr. Richard Wylie, Former President Endicott College