Program Page Content
The Program Page's purpose
Program pages serve a single, focused purpose: to help prospective students quickly understand a degree program and take the next step toward enrollment by submitting a Request for Information (RFI) form
Designed for Student processes
Program pages are designed for prospective students at every stage of the decision-making process, from a first-look overview to a gateway for deeper research. Content should speak directly to students' underlying motivations, answering whether a program aligns with their goals and is worth pursuing further.
A shared content structure across all program pages allows students to compare degree options without having to relearn a new page format each time.
The intended marketing outcome for every program page is a completed RFI form submission.
Page Types
Undergraduate Program Pages
Undergraduate pages cover bachelor's degrees and undergraduate certificates. Similar degree types (such as BA and BS with the same name) are grouped on a single page, with individual catalog links provided for each.
Graduate Program Pages
Graduate pages cover master's degrees, doctoral degrees, graduate certificates, and professional certifications. Graduate program pages allow slightly more depth than undergraduate pages; contact IMC for guidance on expanded content.
Professional Degree Program Pages
Professional degree programs, such as the Doctor of Osteopathic Medicine, should adhere as closely as possible to the structure of the graduate program page while still serving the best interests of the student decision-making process. Content for professional degree program pages is evaluated on an individual basis.
Polytechnic Program Pages
Polytechnic program pages follow the same structure as undergraduate program pages, with minor text adjustments to reflect the Polytechnic context.
Minor Program Pages
Minor pages follow a condensed format. Because a minor is most meaningful to students in the context of a declared or intended major, minor page content should emphasize how the minor complements and strengthens a primary field of study.
What Program Pages Do Not Include
The following content types are generally not permitted on program pages.
- Faculty contact information. First contact from prospective students should be routed through the RFI form, not to individual faculty inboxes. RFI forms allow the university to respond promptly, track student interest, and maintain accountability for follow-up.
- Additional calls to action. Program pages use a standard CTA structure aligned with institutional priorities. Additional prompts to apply or view course requirements are not included.
- Detailed admissions requirements. Program pages should not replicate full admissions requirements. If a requirement is a meaningful selling point for students (such as no GRE required), it may be highlighted with a link to the full requirements. Special admissions processes such as portfolio reviews or auditions should be hosted on the department site and linked from the program page.
- Specific course listings. Program pages focus on learning outcomes and career relevance, not individual courses. Course details belong in the academic catalog.
- Content-poor link structures. Links presented without contextual information prompt students to leave the page before taking action. All linked content should be accompanied by enough context to be a meaningful selling point on its own.
- Undergraduate application deadlines. Deadlines are not included on undergraduate program pages. Undergraduate admissions are continuous with a next-semester start, and deadlines are consistent across all undergraduate programs at the university. Application deadline information is appropriate only for graduate programs and programs that admit students in cohorts.
Check program pages before submitting
Before editors submit program pages for publication, check the page for completeness and compliance using the printable program checklist.
Publishers use the same checklist in the approval process.
Download
Content Structure
Program pages are structured to guide prospective students through information in a logical, intuitive sequence. Each section of the page uses a distinct visual treatment to create a clear cognitive separation from the content that precedes and follows it, helping students process information without feeling overwhelmed.
The sections below outline the required and optional content for each part of the program page template. For questions about what content is allowed or required, how optional sections should be used, or how to organize page content, contact IMC for advisement.
Majors, Graduate, Polytechnic
The undergraduate, graduate, and polytechnic program pages are organized into five sections, each serving a specific need of the information-seeking student. Each section has its own content requirements.
Example: section 1
This section orients students to the program through the primary administrative information.
Content in this section (all required):
- College name
- Degree name without degree classification
- Short description focused on student outcomes
- Request for more information (RFI) Link
- Link to course catalog
- Link to related programs (within the same college)
- Image showing the student experience or outcomes
- Type of degree
- Location of instruction
- Mode of instruction
- Degree length
Example: Section 2
This is the first opportunity to address many of the students' goals and motivations. This section should not repeat administrative information.
In this section (all required):
- A headline connected to student motivations
- A brief description of the student experience during the program and outcomes (approximately 100 words/500 characters).
- 2 clarifying questions/statements
- And clarifying information (<100 words/500 characters each)
- (Graduate Program Only) Application/cohort deadlines maintained by the Graduate and Professional School
Notes: This section must be set to the default color theme. Graduate program deadlines appear right below the example section and must be set to the sand theme.
Example: Section 3
Formatted as an easy-to-read list, this section should highlight the program's major selling points, such as facilities, outcomes, special accreditations, and more.
In this section (all required):
- A section headline and description
- Media with caption
- A list of 3 supporting selling points with accompanying text
Example: Section 4
This is the secondary marketing section of the website, focused on the culture, student experience, and careers.
Included in this section:
- A callout with career information (Required)
- A callout with faculty/department information (Required)
- Optional
- Links/media: Student success stories
- News block
- Special accreditation information
Example: Section 5
The page is bookended with the same CTAs— apply in the top navigation, RFI in the top navigation and hero, and both in the CTA section at the bottom of the page.
Note: Use the approved CTA blocks for program pages. Do not create a custom CTA section.
In this section:
- The appropriate university-approved reusable CTA block
Minor Programs
Minor programs are a condensed version of the majors, graduate, and undergraduate program pages. Minor page content should emphasize how the minor complements and strengthens a primary field of study.
Example: section 1
This section orients students to the program through the primary administrative information.
Content in this section (all required):
- College name
- Degree name
- Short description focused on student outcomes
- Request for more information (RFI) Link
- Link to course catalog
- Link to related programs (within the same college)
- Image showing the student experience or outcomes
- Type of degree
- Location of instruction
- Mode of instruction
- Degree length
Example: Section 2
This is the first opportunity to address many of the students' goals and motivations. This section should not repeat administrative information.
In this section :
- A headline connected to student motivations (required)
- A brief description of the student experience during the program and outcomes (Required, approximately 100 words/500 characters)
- Optional
- 2 clarifying questions/statements and clarifying information (<100 words/500 characters)
Notes: This section must be set to the default color theme.
Example: Section 3
Minors are most meaningful to the prospective student's decision-making process when paired with a major.
In this section (all required):
- A section headline and description
- Links to at least 3 suggested majors' program page
- Pairing the minor with the major should work toward student outcomes
- The most appropriately paired majors may or may not be in the same college
- Contact the SAM center for advisement on pairing majors and minors
Example: Section 4
The page is bookended with the same CTAs— apply in the top navigation, RFI in the top navigation and hero, and both in the CTA section at the bottom of the page.
Note: Use the approved CTA blocks for program pages. Do not create a custom CTA section.
In this section:
- The appropriate university-approved reusable CTA block
Key Takeaways
- Program pages serve one purpose: converting prospective student interest into RFI form submissions. All content decisions should support that outcome.
- A consistent structure across all program page types allows students to compare programs without having to relearn a new format.
- Page types include undergraduate, graduate, polytechnic, and minor. Minor pages use a condensed format emphasizing how the minor complements a primary field of study.
- Faculty contact information, additional CTAs, detailed admissions requirements, course listings, content-poor link structures, and undergraduate application deadlines are not permitted on program pages.
Related Guidance
Updated 6/17/26