Web Strategies and Roadmaps
MCI Web Experts are working towards several Digital Strategies
If you have any questions about this, please get in touch.
Digital Strategies
Vision
Enable data-driven decision making across the university by providing easy-to-access and understand, unified, actionable web analytics insights that improve student recruitment, engagement, and digital service performance.
Long term goals
-
Deliver a unified analytics platform for all prospective student-facing digital touchpoints.
-
Reduce friction in student journeys (discover → apply → enrol → success).
-
Use predictive analytics to support recruitment.
- Automate analytics processes through the use of AI.
- Ensure all developments to digital platforms are based on holistic, evidence-driven data.
Pillars
- Insight: Clear, actionable metrics based on data
- Integration: One platform across digital platforms, including website, CRM and recruitment systems.
- Intelligence: AI for prediction, personalisation, anomaly detection.
- Accessibility: Easy dashboards for non-technical staff.
- Governance and Sustainability: Ensuring what we do is best practice.
Supporting Platforms
Current Features
- Google Analytics 4 dashboards
- CRM reporting (separate system)
- Restricted heatmapping/session replay tools
- Manual/bespoke reports for marketing and recruitment teams
Technical Architecture Summary
- GA4 + Tag Manager
- Mouseflow
- CMS (Sitebuilder)
- CRM (Azorus)
- Silktide
Challenges
- Data sits in silos, with discrete roadmaps for each area (Marketing, Admissions, IDG)
- No end-to-end student journey insight
- Limited forecasting or early-warning analytics
- Slow manual reporting cycles
Target Segments
Students
- Prospective students (UG/PG/International)
- Current students
Staff
- Marketing & recruitment teams
- Student services and digital experience teams
User Pain Points
Students
- Lack of cohesion across application journey: long, unclear, inconsistent
- Bugs are left unnoticed/unfixed for long periods
- Not best-in-class experience
Staff
- Lack actionable insights: data explains what happened, not why
- Lack of alignment with a "big picture" and wasted resource
Markets
- Increasing focus on digital-first, AI-led, personalised recruitment
- Shift from basic analytics to behavioural and predictive analytics
- Competition for international students
- Similar mid-tier institutions adopting heatmaps, organisation-wide CRM, and automation
- Top-tier universities investing in AI-driven personalisation
Roadmap
Dark Mode Exploration
Timeline: Q1 2026
Priority: Nice to have
Pillar: Insight
Opportunity: Student Experience
Recent analytics of warwick.ac.uk revealed a majority of mobile users use dark mode.
Next steps
Breakdown by userAudience and Location to create potential Business Case for Brand/Creative to develop official Dark Mode.
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-3305Link opens in a new window
HTML 5 Video Player Analytics
Timeline: Q1 2026
Priority: Must have
Pillar: Insight
Opportunity: Staff Insights
Adding additional metrics for HTML 5 video players across the website, including: progress, volume, captions, scrubbing.
Next steps
Add easy-to-access dashboard to analyse the data gathered.
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-3313Link opens in a new window
Enhanced Brand Portal Tracking
Timeline: Q1 2026
Priority: Should have
Pillar: Insight
Opportunity: Staff Insights
Currently split into three developments:
- HTML 5 Video Player Analytics
https://uow-idg.atlassian.net/browse/CSWT-2563Link opens in a new window - Resource Download Tracking
https://uow-idg.atlassian.net/browse/CSWT-2562Link opens in a new window - Auto-play feature tracking
https://uow-idg.atlassian.net/browse/CSWT-3306Link opens in a new window
Next steps
Develop tracking via GTM and apply to Brand Portal GA4, then create bespoke dashboards to analyse data.
UTM improvements - including QR code/short URLs
Timeline: Q2 2026
Priority: Should have
Pillar: Integrations
Opportunity: Student Journey
Improving QR code generation by adding a paid short URL generator to avoid throttling, including custom domain.
Next steps
Research Short URL platforms and create POC.
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-3193Link opens in a new window
Community of student testers
Timeline: Q2 2026
Priority: Nice to have
Pillar: Insight
Opportunity: Student Experience
Working with Communities, create a panel of student testers who can provide first hand insights on upcoming developments
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-1848Link opens in a new window
Google Tag Manager (GTM) tidy up
Timeline: Q1 2026
Priority: Must have
Pillar: Accessibility
Opportunity: Staff insights
Ensuring GTM is not bloated with redundant triggers, including data layer standardisation and reducing sprawl. Consolidate number of containers where possible.
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-2842Link opens in a new window
Self serve analytics articles
Timeline: Q2 2026
Priority: Should have
Pillar: Accessibility
Opportunity: Staff insights
Create more Knowledge Hub Articles to assist with self-serve support for analytical data, for example:
- Looker Studio Departmental Reports: https://warwick.ac.uk/services/marketing/teams/cds/web/toolkit/departmental-reports/Link opens in a new window
- Site Search Report: https://warwick.ac.uk/services/marketing/teams/cds/web/toolkit/site-search-report/Link opens in a new window
Next steps
Identify useful reports, draft and test with MCI staff.
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-3455Link opens in a new window
Analytics Maturity Assessments
Timeline: Q2 2026
Priority: Must have
Pillar: Governance and Sustainability
Opportunity: Wasted Resource
Conduct Analytics Maturity Assessments to benchmark current capabilities, identify gaps, and define a prioritised roadmap toward data-driven decision-making.
Next steps
Engage with agency to conduct and assessment.
Journey tracking on Azorus, cross domain
Timeline: Q2 2026
Priority: Should have
Pillar: Insight
Opportunity: Staff Insights
Cross domain tracking has been applied (on Mouseflow) to warwickac.uk. This should be expanded out to GA4, including creation on Azorus dashboards and support guides for CRM team.
Utilise full features of Mouseflow
Timeline: Q3 2026
Priority: Must have
Pillar: Integrations
Opportunity: Wasted Resource
Apply best practice, and utilise funnel Tracking across key journeys, including all forms. Regular reviews, and checking session recordings.
Next steps
Improved experience-level surveying for qualitative data
Timeline: Q2 2026
Priority: Should have
Pillar: Accessibility
Opportunity: Student Experience
Improve qualitative surveying, including: focus groups, on-page popups (targeted), segmentation to capture meaningful, contextual user feedback to understand why users behave the way they do and improve their experience accordingly.
Next steps
Integrate Analytics Platforms into Looker Studio
Timeline: Q3 2026
Priority: Could have
Pillar: Integration
Opportunity: Staff Insights
Investigate feasibility and appetite for adding additional platform data into Looker Studio alongside GA4 data (silktide, mouseflow, semrush).
Next steps
Single Cookie Policy Tool
Timeline: Q3 2026
Priority: Must have
Pillar: Integration
Opportunity: Experience
Replace any 3rd Party Cookie tools to allow a single solution across all digital platforms, to reduce friction of experience.
Next steps
Work with IDG team to centralise approach and identify all 3rd party tools in use and approach stakeholders.
Associated Jira:
- Azorus: https://uow-idg.atlassian.net/browse/CSWT-2622Link opens in a new window
- Sitebuilder: TBC
Personalisation Readiness Framework
Timeline: Q4 2026
Priority: Must have
Pillar: Intelligence
Opportunity: Experience
Create a Personalisation Readiness Framework to evaluate our data, technology, content, and organisational maturity, ensuring personalisation initiatives are scalable, compliant, and measurable.
Next steps
Engage agency to help prepare this.
Analytics guides and training
Timeline: Q3 2026
Priority: Should have
Pillar: Accessibility
Opportunity: Staff insights
Prepare a full suite of guides, resources and plans to start delivering a programme of analytics support and training for all staff.
Next steps
See Training and Support Strategy
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-3145Link opens in a new window
Onboarding and adoption of analytics platforms
Timeline: DATE
Priority: PRIORITY
Pillar: Accessibility
Opportunity: OPPORTUNITY
Increase the number of university staff trained and confident on analytics platforms (direct access, not dashboards), including: Mouseflow and Silktide.
Next steps
Analytics Governance Framework
Timeline: Q4 2026
Priority: Must have
Pillar: Governance and Sustainability
Opportunity: Wasted Resource
Liaise with Web Evolution to establish an Analytics Governance Framework to ensure data accuracy, consistency, security, and compliance while enabling scalable, insight-driven decision-making.
Postgraduate Application Student Data Integration
Timeline: 2026
Priority: Must have
Pillar: Insight
Opportunity: Experience
Add tracking to the Postgraduate student application journey (SITS) so that we can analyse interactions, and link campaigns to applications/enrolments to measure ROI.
Next steps
SITS development team to action requests on test site.
Associated Jira: https://uow-idg.atlassian.net/browse/CSWT-1607Link opens in a new window
Single source of truth for visualisations
Timeline: 2026-27
Priority: Must have
Pillar: Integration
Opportunity: Staff Insights
Join all tools together for a holistic, consistent visualisation experience for all staff to interrogate all data, including journey mapping.
Possible platforms: PowerBI, Big Query or Optimizely Analytics (connected via a Data Warehouse)
Next steps
Link up with Data Labs to understand options and timescales.
Content effectiveness tracking
Timeline: 2026
Priority: Should have
Pillar: Insight
Opportunity: Experience
Implement content effectiveness tracking to measure how content supports user needs and business outcomes, enabling continuous optimisation and informed content decisions.
Next steps
See Content Strategy
Campaign cost and ROI analytics
Timeline: 2026
Priority: Must have
Pillar: Insight
Opportunity: Wasted Resource
Integrate campaign cost, timing, and performance data across platforms to calculate true ROI, enabling informed budget allocation and reducing inefficient spend.
Next steps
Understand how this is being captured currently and whether there is scope for a more holistic approach.
Data Warehouse
Timeline: 2026-27
Priority: Must have
Pillar: Integration
Opportunity: Disconnected Data
Centralize all analytics, campaign, CRM, and operational data into a single, structured repository to enable consistent reporting, cross-platform analysis, and advanced insights.
Next steps
Liaise with IDG over Snowflake and Data Labs for any other solutions.
CRM analytics identity stitching
Timeline: 2026-27
Priority: Should have
Pillar: Integration
Opportunity: Experience
Unify customer identities across systems to create a single, accurate view, enabling better analytics, personalisation, and ROI measurement.
Next steps
Procure predictive analysis tool alongside AI
Timeline: 2027
Priority: Could have
Pillar: Intelligence
Opportunity: Experience
Invest in AI-powered predictive analytics to forecast outcomes, optimise campaigns, and make proactive, data-driven decisions.
Next steps
Engage with an AI experience to understand scope and possible scale.
Automates insights and AI summaries
Timeline: 2027
Priority: Could have
Pillar: Intelligence
Opportunity: Experience
Automate analytics insights with AI to highlight trends, anomalies, and actionable recommendations in real-time, reducing manual effort and accelerating decisions.
Next steps
Engage with an AI experience to understand scope and possible scale.
Tool Rationalisation and Lifecycle Management
Timeline: 2026 (ongoing)
Priority: Must have
Pillar: Governance and Sustainability
Opportunity: Wasted Resource
Rationalise and manage the lifecycle of analytics and marketing tools to reduce cost, improve efficiency, and ensure every platform delivers measurable value.
Next steps
Review platforms on renewal and proactively seek our opportunities to consolidate or remove reduntant/ineffective tools.
On site search analytics
Timeline: 2024
Priority: Should have
Pillar: Insight
Opportunity: Staff insights
Add capturing of all search fields across warwick.ac.uk to understand what users are searching for on every page, to help optimise content for those users.
https://warwick.ac.uk/services/marketing/teams/cds/web/toolkit/site-search-report/Link opens in a new window
Vision
Ensure our digital presence remains authoritative, discoverable, and user-centred, focussing on sustainable growth, using insight and analytics to continuously improve how users find, experience, and trust our content. SEO is embedded as a continuous, data-led practice that supports web team targets, driving meaningful engagement, improving content quality, and ensuring our most important pages perform strongly across search, usability, and accessibility.
Long term goals
-
Maintain and grow strong keyword visibility across branded and unbranded search, with sustained Rank 1 presence for priority terms.
-
Drive consistent year-on-year growth in organic traffic and engagement, accounting for seasonality and shifting user needs.
-
Ensure Warwick’s top pages remain healthy, accessible, and high quality, meeting defined content, UX, and accessibility standards.
-
Protect and strengthen domain authority through proactive website health management and backlink quality control.
Pillars
-
Insight: Use robust data from search performance, user behaviour, and content health to guide prioritisation and decision-making, ensuring effort is focused where it delivers the greatest impact.
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Integration: Embed SEO into content creation, campaigns, UX, accessibility, and analytics workflows, rather than treating it as a standalone activity or post-launch fix. Expand SEO strategies to all digital platforms, not just warwick.ac.uk main domain.
-
Intelligence: Apply structured experimentation, trend analysis, and performance monitoring to continuously refine approaches, adapt to search evolution, and improve outcomes over time.
-
Accessibility: Ensure search visibility and user experience go hand in hand, with accessible, inclusive content forming a core component of high-performing pages.
-
Governance: Maintain clear standards, ownership, and reporting frameworks that support consistency, accountability, and long-term SEO maturity across platforms and teams.
Supporting Platforms
Current Features
- Semrush keyword site audit
- Google Search Console performance
- Self-hosted Keyword tracker
Technical Architecture Summary
- Semrush
- Google Search Console
- Silktide
Challenges
- Maintaining High Search Visibility at Scale
- Ensuring Consistent Page Quality Across High-Traffic Content
- Achieving Consistent SEO Standards Across the University
Target Segments
Students
- Prospective students (UG/PG/International)
- Current students
Staff
- Marketing & recruitment teams
- Student services and digital experience teams
User Pain Points
Students
- Users Can’t Find the Right Information Quickly
- Search Results Lead to Outdated or Irrelevant Pages
- Search Results Don’t Match User Expectations
Staff
- Staff Can’t Find the Information They Need to Do Their Job
- Don’t Know Which Content Is Current or Trustworthy
- Staff Waste Time Navigating Instead of Working
Markets
-
Increasing dominance of search as the primary discovery channel, with users expecting immediate, highly relevant answers rather than broad information
-
Rapid evolution of AI-influenced search experiences (e.g. AI summaries, richer SERPs), placing greater emphasis on authoritative, high-quality content
-
Intensifying competition for visibility
Roadmap
Index Audit
Timeline: Q1 2026
Priority: Must have
Pillar: Intelligence
Opportunity: Wasted Resource
Review indexed pages to identify and exclude low-value and low-engagement indexed content, and pages that should be prioritised or de-indexed to improve search engine crawl efficiency and reduce keyword cannibalisation.
Next steps
Submit updated include and exclude URLs to IDG for them to action.
Associated Jira: Index Audit
SEO Strategy
Timeline: Q1 2026
Priority: Must have
Pillar: Governance
Opportunity: Staff Insights
Develop a long-term SEO strategy to form the basis of a unified MCI-led approach to SEO for core study groups and other key areas.
Next steps
Authorise and implement the strategy to implement long-term, sustainable SEO growth.
Associated Jira: Long-term SEO Strategy
Keyword Tracker
Timeline: Q4 2025
Priority: Complete
Pillar: Intelligence
Opportunity: Staff Insights
Identify and track 250 high-priority central university keywords
Next steps
Review and
Associated Jira: Index Audit
Vision
VISION
Long term goals
-
GOAL1
Pillars
- PILLAR 1 - DESC
Supporting Platforms
Current Features
- CURRENT
Technical Architecture Summary
- TECH
Challenges
- CHALLENGES
Target Segments
SEGEMENT
- SEGEMENT
User Pain Points
USER
- PAIN!
Markets
- MARKETS
Roadmap
TITLE
Timeline: TIMELINE
Priority: PRIORITY
Pillar: PILLAR
Opportunity: OPP
DESCRIPTION
Next steps
NEXTSTEPS
Associated Jira: JIRALINK
Vision
VISION
Long term goals
-
GOAL1
Pillars
- PILLAR 1 - DESC
Supporting Platforms
Current Features
- CURRENT
Technical Architecture Summary
- TECH
Challenges
- CHALLENGES
Target Segments
SEGEMENT
- SEGEMENT
User Pain Points
USER
- PAIN!
Markets
- MARKETS
Roadmap
TITLE
Timeline: TIMELINE
Priority: PRIORITY
Pillar: PILLAR
Opportunity: OPP
DESCRIPTION
Next steps
NEXTSTEPS
Associated Jira: JIRALINK
Vision
To create a consistent, inclusive and evidence-led student experience that supports recruitment, strengthens Warwick’s reputation, and improves every interaction students have with the University.
We will evolve from a small recruitment-focused UX capability into a university-wide experience function that champions user needs, reduces friction, and enables better outcomes for students and staff.
By embedding UX thinking, skills and evidence into everyday decision-making, we will help Warwick attract the right students, support them effectively, and deliver a world-class experience across digital and physical touchpoints.
Our UX Principles
-
User-centred, not assumption-led
-
Evidence before opinion
-
Design once, reuse everywhere
-
Accessible by default
-
Collaborative, not siloed
-
Continuous improvement over one-off fixes
Long term goals
-
GOAL1
Pillars
- PILLAR 1 - DESC
Supporting Platforms
Current Features
UX
-
Dedicated UX roles within central marketing
-
Existing experience with usability testing and session replay
-
Early stage design system foundations in place
Analytics
-
GA4 implemented across core recruitment journeys
-
Existing Looker Studio dashboards
-
Established relationships with analytics and data teams
Platforms and Tooling
-
Sitebuilder as a shared platform across departments
-
Entry level Optimal Workshop licences already in use
-
Session recording tools available within defined areas
Technical Architecture Summary
-
Sitebuilder as the primary content platform for recruitment journeys
-
GA4 as the core analytics platform, supported by Looker Studio reporting
-
UX research tools used on a project basis rather than embedded into delivery
-
Limited integration between UX research outputs and analytics reporting
Over time, this architecture needs to support insight reuse, experimentation and outcome tracking.
Challenges
-
UX evidence is not consistently influencing decisions early enough
-
Insights are generated but not operationalised at scale
-
Limited ability to demonstrate the impact of UX on recruitment outcomes
-
UX capability outside central marketing is disconnected and informal
-
Skills and understanding of UX vary significantly across marketing teams
Target Segments
Prospective undergraduates
-
UK school leavers
-
Mature and returning learners
-
International applicants
Prospective postgraduates
-
Taught postgraduate applicants
-
Research degree applicants
-
Career switchers and upskillers
Influencers and decision supporters
-
Parents and guardians
-
Teachers and advisers
-
Agents and international partners
Internal contributors
-
Academic departments
-
Professional services supporting recruitment
User Pain Points
Discovery and consideration
-
Difficulty understanding differences between courses and departments
-
Overwhelming volume of information with inconsistent structure
-
Unclear value proposition beyond rankings
Evaluation and comparison
-
Hard to compare University of Warwick with competitors
-
Entry requirements and eligibility feel complex or unclear
-
Limited clarity on outcomes, careers and employability
Decision and application
-
Application steps feel opaque and high risk
-
Uncertainty about what happens after applying
-
Inconsistent guidance across channels
Confidence and trust
-
Inconsistent tone and experience across pages
-
Unclear ownership of information
-
Accessibility and readability issues for some users
Markets
Domestic UK market
-
Highly competitive undergraduate recruitment
-
Strong focus on clearing, adjustment and late decision making
-
Increasing importance of value for money and outcomes
International markets
-
Country specific decision drivers and timelines, focus China and India
-
Heavy reliance on agents, parents and rankings
-
High sensitivity to trust, clarity and reassurance
Postgraduate markets
-
Shorter decision cycles
-
Strong focus on career progression and return on investment
-
Higher expectation of clarity and specificity
Emerging and strategic markets
-
Online and blended learning audiences
-
Professional and executive education
-
Lifelong learning and modular study
Roadmap
Postgraduate Application Student Data Integration
Timeline: Q2 2026
Priority: Must have
Pillar: Insight
Opportunity: Student Experience
Tracking across the postgraduate application journey is currently fragmented, limiting understanding of how prospective students move from discovery through application and enrolment.
Integrating tracking into the SITS postgraduate application journey will allow user behaviour, campaign activity and outcomes to be analysed together, enabling clearer ROI measurement and identification of friction points in high-value journeys.
Next steps
Work with the SITS development team to implement tracking on the test environment. Define key journey events and success metrics aligned to recruitment goals.Recruitment Design System (Web Evolution Adoption)
Timeline: 2026 (UG journey live Spring)
Priority: Must have
Pillar: Governance and Sustainability
Opportunity: Experience Consistency
Web Evolution designs provide a strong foundation, but consistent application across recruitment journeys requires operationalisation, governance and clear usage guidance.
Embedding these designs into a recruitment design system will enable consistent, accessible and efficient delivery across student-facing journeys, starting with the undergraduate journey.
Next steps
Build the recruitment design system within a documentation platform (e.g. Zeroheight), liaising with Remarkable on platform choice. Interpret Web Evolution designs for student recruitment use cases. Translate designs into recruitment-ready patterns and templates. Define when and how patterns should be used within Sitebuilder. Create lightweight governance for pattern usage and exceptions. Work with developers and content designers to ensure fidelity and accessibility compliance. Use live recruitment journeys as pilot implementations, with the UG journey going live in Spring.Content Effectiveness Tracking
Timeline: Q3 2026
Priority: Should have
Pillar: Insight
Opportunity: Experience
While departmental GA4 dashboards provide strong visibility of traffic and engagement, they do not indicate whether content supports user needs or recruitment progression. Content effectiveness tracking adds intent based measures to understand clarity, usefulness and journey contribution.
Introducing content effectiveness tracking will enable evidence based decisions on what content to optimise, remove or invest in, improving clarity and reducing cognitive load for prospective students.
Next steps
Align with Content Strategy to define effectiveness measures. Identify priority content types and journeys to pilot tracking.Campaign Cost and ROI Analytics
Timeline: Q2 2026
Priority: Must have
Pillar: Insight
Opportunity: Optimise Resource
Campaign performance data and spend are captured across multiple platforms with limited ability to connect cost to outcomes such as applications or enrolments.
Bringing cost, timing and performance data together will enable clearer ROI reporting and more informed budget allocation decisions.
Next steps
Audit how campaign cost data is currently captured. Identify opportunities to connect spend to outcomes across systems.
Roadmap on Figma
Vision
By integrating the Knowledge Hub, on-demand video learning, collaborative support channels, and structured training delivery, we aim to provide timely guidance at every stage of the content lifecycle. Supported by measurable feedback, analytics, and continuous review, this approach will strengthen capability, improve service quality, and foster a culture of shared learning, ensuring our web estate remains effective, inclusive, and aligned with institutional goals.
Long term goals
- Develop a structured content lifecycle model for the Knowledge Hub
-
Embed continuous improvement through data and feedback
- Integrate training and governance into institutional processes
- Expand the library of on-demand video resources
- Standardise training delivery channels
Pillars
-
Insight: Data-informed understanding of user needs, content performance, and training engagement to guide continuous improvement.
Integration: Connection between support channels, training platforms, and institutional systems to provide a unified experience for web editors.
Intelligence: Use of analytics and automation to anticipate needs, and surface improvement opportunities.
Accessibility: Easy-to-use resources designed to support users of varying technical ability and ensure compliance with digital accessibility standards.
Governance and Sustainability: Structured ownership, review processes, and best-practice standards that ensure long-term quality, accountability, and scalability of support provision.
Supporting Platforms
Current Features
- Knowledge Hub articles
- Decentralised support for individuals or small groups/teams
Technical Architecture Summary
- CMS (Sitebuilder)
- Loom
- Microsoft Teams
- Jira
- Azorus
Challenges
-
Support resources and guidance are distributed across multiple platforms
-
Varying levels of digital confidence and experience among web editors create uneven adoption of best practice.
-
Training delivery is often reactive rather than proactive, driven by immediate need rather than structured capability development.
-
Limited visibility of engagement and effectiveness metrics for documentation and training resources.
-
Maintaining accuracy and relevance of Knowledge Hub content requires ongoing ownership and review discipline.
Target Segments
Staff
- Marketing and recruitment teams
- Web editors across the university
User Pain Points
Staff
- Lack of content update plans to ensure the Knowledge Hub is kept up to date with relevant information
- Inconsistent training & support delivery for individuals and teams
Markets
- Online and blended learning audiences
Roadmap
Knowledge Hub Feedback Widget
Timeline: Q1 2026
Priority: Must have
Pillar: Insight
Opportunity: Staff insights
Implement a HTML widget that captures user feedback on a scale of 1-5 stars. Once a user submits their score it is fed to a central Google Sheet that captures the score, written feedback (if 3 stars or below), timestamp and page URL. Created as a content block
Next steps
Add the content block to more Knowledge Hub articles
Your content here
Your content here
Your content here
Knowledge Hub Jira Automation
Timeline: Q1 2026
Priority: Must have
Pillar: Intelligence
Opportunity: Staff insights
Develop a long-term Jira automation strategy to establish a structured, Web Team-led approach to content lifecycle management, enabling consistent review, ownership, and maintenance of Knowledge Hub resources.
Next steps
Process in place, automation currently being built
Azorus Training Booking
Timeline: Q1 2026
Priority: Must have
Pillar: Integration
Opportunity: Experience
Create a booking system on Azorus for online training sessions. Requires an event, booking form and subsequent feedback form
Next steps
Draft event and booking form created on Azorus. Apply to real-world scenario
Training & Support Strategy
Timeline: Q1 2026
Priority: Must have
Pillar: Insight
Opportunity: Staff insights
Develop a long-term training and support strategy to establish a coordinated, Web Team-led approach that builds capability, promotes best practice, and provides consistent guidance for web editors across the University.
Next steps
Authorise and implement the long-term training & support strategy
Personalisation strategy starts with the readiness frame work
CRM stitching
Vision
VISION
Long term goals
-
GOAL1
Pillars
- PILLAR 1 - DESC
Supporting Platforms
Current Features
- CURRENT
Technical Architecture Summary
- TECH
Challenges
- CHALLENGES
Target Segments
SEGEMENT
- SEGEMENT
User Pain Points
USER
- PAIN!
Markets
- MARKETS
Roadmap
TITLE
Timeline: TIMELINE
Priority: PRIORITY
Pillar: PILLAR
Opportunity: OPP
DESCRIPTION
Next steps
NEXTSTEPS
Associated Jira: JIRALINK
Supporting Roadmaps
Vision
Create a unified keyword intelligence dashboard that helps the university understand search demand, monitor rankings over time, tailor insights by department, and make data-driven SEO decisions across global audiences.
To add
- Type of keyword (e.g., Navigational / Informational / Branded) added to each keyword profile
-
Trend visualisation for ranking volatility.
-
Users can filter to departmental views for tailored reporting.
-
Search volume included for every keyword to measure real market importance.
-
Clicks and CTR added for context (may require Google Search Console integration).
- URL duplicate flagging for cannibalisation checking.
-
Country-specific versions of keywords (UK, India, China, etc.)
-
Audience segmentation aligned to Alicia’s personas: Career Focussed, Experience Enthusiasts, Engaged Explorers, Low-Key Lookers
-
Sorting options:
-
Rank high → low,
-
Search volume high → low,
-
Biggest positive/negative changes (default)
- A-Z by keyword
- A-Z by URL
-
-
Download keywords as CSV (includes all metadata fields).
- Ability to track rank change between custom start and end months
- Keywords tagged to specific departments (e.g., Law, Psychology, Engineering).
- Fixed empty URL displaying for not found keywords.
- URL queries to save filtered views
- Added reset filters button
- Differentiated between URL not in top 100 (101) and URL not found in API database (Not found)
- Added in totals of keywords tracked, rank increased, rank lost, net change.
Links
Utilise full features of mouseflow
better on page surveying
Enable SSO
Vision
Our vision is to embed Semrush into our everyday content and SEO workflows, empowering teams to make data-driven decisions that improve search visibility, user experience and content performance. By using Semrush strategically, we aim to create consistently high-quality, optimised web content that meets user needs and organisational goals.
Supporting Links
Why Semrush?
Semrush provides a comprehensive suite of tools that support keyword research, competitor analysis, site health monitoring and content optimisation. It enables us to identify opportunities, track performance, understand search intent and uncover gaps in our current content. By centralising insights in one platform, we can work more efficiently, reduce guesswork and prioritise actions that deliver measurable impact.
Long Term Goals
-
Establish Semrush as a core SEO and content planning tool across teams
-
Improve organic search performance and page visibility over time
-
Create a consistent, scalable keyword and content strategy
-
Proactively identify technical and on-page SEO issues
-
Track progress using clear KPIs and reporting dashboards
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Build internal SEO capability through shared insights and best practice
Vision
Silktide will support continuous content improvement across Warwick’s digital estate, shifting the focus towards sustained, measurable improvement over time. The platform will enable consistency, accessibility, and quality across all browser-based digital platforms, providing a shared understanding of what “good” looks like and supporting staff at all levels to improve content in practical, achievable ways.
Silktide is positioned as:
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A continuous improvement tool, not a one-off audit mechanism
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A shared source of truth for content quality and accessibility
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An enabler of good governance, risk reduction, and cultural change
Supporting Links
Why Silktide?
Silktide has been selected because it provides a scalable, institution-wide solution that supports both technical and non-technical teams.
Key benefits:
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Automated and semi-automated WCAG 2.2 auditing
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Scales across large, devolved content estates
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Reduces risk from: critical accessibility failures, broken or outdated content, inconsistent brand implementation
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Supports governance without centralising all responsibility
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Enables consistent measurement and reporting
Silktide complements, rather than replaces, manual audits and user testing.
Long Term Goals
- Accessibility as a core part of content delivery workflow
- Provides a baseline and a tool to support all digital platforms roadmaps
- Clear, accessible, consistent content that reflects Warwick
- Clear KPIs and actions for staff
- Compliance beyond accessibility
- Prevention Over Fire-Fighting
Roadmap
Foundations
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COMPLETED: Single Sign-On (SSO) initial setup
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Core platform access established for central teams
Scope and Prioritisation
Initial focus is on:
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Public-facing pages
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High-traffic and high-risk journeys
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Navigable, actively maintained content
Explicitly excluded:
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Archived content
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Content with no clear owner
This ensures effort is focused where it delivers the greatest value.
Issue Management
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Clear separation between:
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Technical issues(templates, components, code)
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Content issues(copy, structure, links, media)
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Prioritisation framework established:
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Long-term structural issues vs quick wins
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Critical accessibility failures addressed first
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Early reduction in critical errors used to demonstrate value
Ownership Model
A shared responsibility model is in place:
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Product Lead– overall platform ownership and roadmap
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Accessibility Lead– policy alignment, prioritisation, risk management
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Department Champions– local advocacy and coordination
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Content and Technical Owners– fixing and preventing issues
Definitions established for:
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“Gold standard” (aspirational best practice)
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“Good enough” (acceptable, compliant baseline)
Onboarding and Offboarding
A structured, role-based approach to training and support:
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Editors: practical fixes, common issues, confidence building
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Technical staff: preventing recurring failures at source
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Senior staff: risk, progress, and accountability
Training is contextualised using Warwick-specific examples alongside the Silktide Academy and supported by:
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Good practice guides
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Clear escalation routes
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Defined expectations
Custom Policies
Development of Warwick-specific Silktide policies to:
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Reflect institutional tone, brand, and standards
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Go beyond generic WCAG checks
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Support consistency across devolved teams
Link them to the Writing Guide:
Link through silktide API to show how many instances of what rule are being broken! When staff members click on the link, it'll show them all the instances of that issue in the sections they have access to....
Workflow Integration
Silktide will be integrated into:
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Publishing and review workflows
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Site launches and redesigns
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Periodic content audits
This shifts Silktide from a “check after the fact” tool to a normal part of content delivery.
Permission Model Alignment
Silktide roles and permissions will align with:
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Optimizely roles
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Existing content ownership structures
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Faculty and departmental responsibilities
Dashboards and Reporting
Development of:
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Faculty and department-level dashboards
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Clear visualisation of trends and risk
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Reports focused on improvement, not just scores
Reporting Cadence
Defined reporting cycles:
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Operational dashboards for teams
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Termly summaries for senior stakeholders
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Annual inputs to accessibility statements and compliance reporting
Central KPI Alignment
Silktide metrics will align with Warwick’s central KPI dashboard, ensuring:
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Consistency of reporting
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Clear links between digital quality and institutional performance
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Evidence-based decision making
Third-Party Platforms
Expansion of scope to include:
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Third-party platforms where Warwick content or branding appears
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Risk-based assessment of control and influence
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Clear documentation of limitations and mitigations
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Integrate Mouseflow and Semrush Data?
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