Iowa Wesleyan University
June 28, 2018
Mount Pleasant Chamber of Commerce
September 6, 2024Masterson Method: Revamping the Website and Certification Programs for Growth and Efficiency
Masterson Method, a globally recognized equine bodywork technique, was facing critical challenges with its online presence and certification programs. By addressing these issues, we aimed to create a seamless user experience that would improve web traffic, streamline certification processes, and drive long-term growth.
Case Study: Transforming Online Presence and Certification Programs
Masterson Method is an internationally recognized equine bodywork technique used to enhance the performance, health, and well-being of horses. They offer a certification program for equine practitioners, along with resources for individuals interested in learning and applying the method. However, their website and certification programs were facing significant challenges that hampered growth and user satisfaction.
Challenges
When I began working with Masterson Method, the company was struggling with the following issues:
- Broken links and limited website content.
- Confusing navigation and poor user experience.
- High bounce rates and low web traffic.
- Lack of a robust project management system within the marketing department.
- Minimal integration of digital marketing strategies and SEO.
- Minimal integration of digital marketing strategies and SEO.
Solution Approach
I spearheaded a series of strategic projects using Scrum methodologies to overhaul the company’s website and online learning platform for their certification program. The goal was to create a user-friendly experience that would improve both web traffic and student satisfaction while enabling the company to manage increasing demand without needing to hire additional staff.
Key Initiatives
Cross-Department Collaboration for Learning Platform Development:
- Collaborated with various departments to gather requirements and develop a comprehensive project plan. This resulted in a user-friendly learning platform that allowed students to submit assignments, receive mentor feedback, and communicate effectively with their instructors.
Leveraging Student Feedback for Continuous Improvement:
- Regularly gathered and analyzed feedback from students and users to continuously improve the content, features, and UI/UX design of both the learning platform and website. These improvements enhanced the learning experience for current students and attracted new prospects.
SEO and Marketing Strategy Alignment:
- Developed and executed targeted marketing and SEO campaigns, which included aligning digital strategies with book sales promotions. This increased audience engagement, boosted session demand and ultimately drove revenue growth for the company.
Operational Process Optimization:
- Implemented significant improvements to operational processes and systems, allowing the company to handle the increased demand for sessions without expanding the team. These efficiencies enabled the company to manage growth while maintaining high levels of service quality.
Results:
Conclusion
Cindee Van Dijk took our website from a “Mom and Pop” website to a full-fledged interactive website with a myriad of menu items and an array of options. She listened closely and gave us exactly what we wanted. Cindee is very easy to work with and laughs easily, but she puts her head down and gets the job done. Simply put, she’s amazing!