Showing prospective students what a career in media can become
Akademi Televisi Indonesia (ATVI) is a vocational television academy under PT Elang Mahkota Teknologi (EMTEK). Its students learn through practical exposure to the television industry and have opportunities to understand professional work across affiliated channels such as Indosiar, SCTV, and O Channel.
ATVI’s ambition extends beyond producing television graduates. It aims to prepare students for careers as broadcasters, television production staff, social media influencers, filmmakers, and other professionals in the multimedia industry.
The website should have helped communicate that opportunity. Instead, its monotonous design, unclear information flow, and poor mobile experience made it harder for prospective students, current students, and parents to understand ATVI’s value. Suitmedia redesigned the platform to make the academy easier to explore, easier to trust, and easier to contact.
A strong education proposition was being hidden by a weak digital experience
1. ATVI had a distinctive learning proposition
ATVI offered something important to students considering a career in television and multimedia: practical exposure to the industry.
Students were not only learning concepts in a classroom. They were preparing for professions that require production knowledge, creative confidence, technical ability, and an understanding of how media organizations work.
The connection to EMTEK-affiliated television channels gave ATVI a meaningful point of distinction. But that advantage needed to be communicated clearly online so prospective students and their parents could understand why the academy was different.
2. The website was not communicating the opportunity clearly
The existing website had become monotonous and did not guide visitors through ATVI’s story in a compelling way.
A prospective student might want to know what ATVI teaches, which study programs are available, what careers graduates can pursue, and how to apply. Parents may look for evidence that the institution is credible, practical, and capable of preparing students for employment.
When information is not organized around these questions, the academy’s strengths remain difficult to see. The website risks becoming a collection of pages rather than a persuasive education experience.
3. The information flow did not match user priorities
The previous website included information that was not always relevant to students or prospective students. Important details were not presented in a clear order, making it harder for visitors to understand what mattered most.
This created unnecessary cognitive effort. Users had to interpret the site structure before they could evaluate ATVI.
For an education provider, this matters because the website often serves as the first serious step in the enrollment journey. If visitors cannot quickly understand the institution, they may move to another academy with a clearer digital presence.
4. The navigation was carrying too much or the wrong information
The main menu included categories and links that did not necessarily support the primary user journey. Some menu items led outside the website, which could interrupt the experience and make the platform feel less coherent.
A university or academy website should help visitors move through a clear sequence: understand the institution, explore programs, learn about student life or outcomes, and take the next step.
ATVI needed a more compact menu that prioritized the information users came to find.
5. Mobile access had become essential
The website was not responsive, meaning its content and layout were not optimized for mobile devices.
This limited access for prospective students and parents who increasingly used smartphones to research education options. A website that works only on a desktop creates friction at the earliest stage of consideration.
Mobile usability was therefore not simply a technical improvement. It was necessary for ATVI to remain visible and credible in the way modern students research institutions.
6. The website needed to serve three audiences
ATVI’s digital platform had to support prospective students, current students, and parents.
Prospective students needed information about programs and enrollment. Current students needed a clear connection to institutional updates and events. Parents needed confidence in the academy’s credibility and career value.
These audiences shared an interest in ATVI, but they did not ask exactly the same questions. The website needed a structure broad enough to serve all three while keeping the main journey easy to follow.
7. Important actions were not prominent enough
A prospective student may want to request more information, register, or visit the academy before making a decision.
If these actions are difficult to find, visitors may leave without taking the next step. The website needed to reduce the distance between interest and action.
This required clear calls to action that remained visible without overwhelming the rest of the content.
8. Enrollment growth depended on more than awareness
ATVI wanted to increase enrollment, engagement, and brand awareness. These goals were connected but required different forms of support.
Brand awareness depends on a clear institutional story. Enrollment depends on useful program information and an easy route to register or make contact. Engagement depends on content that gives students and families reasons to continue exploring.
The website needed to support the complete journey rather than focus on appearance alone.
Rebuilding the platform around what students and parents need to know
1. Start with information architecture
Suitmedia began by restructuring ATVI’s information architecture.
The purpose was to organize content according to user needs rather than preserving an unclear flow inherited from the old website. The new structure prioritized the information visitors were most likely to seek when evaluating the academy.
This created a clearer sequence from introduction to consideration. Users could understand who ATVI was, explore its study programs, and find relevant news, events, and next steps.
2. Put the most important information first
The revised information flow began with the title section, followed by information about ATVI, study programs, and news and events.
This order reflected how people typically evaluate an educational institution. First, they need to understand the academy’s identity and purpose. Then they want to know what they can study and whether the institution is active and relevant.
A clear sequence reduced the effort required to form an initial judgment. Visitors could absorb the main value proposition before moving into deeper content.
3. Make study programs central to the journey
Study programs were given a more prominent role because they are among the most important factors in an enrollment decision.
Prospective students need to understand what they will learn, how the program connects to professional work, and whether it matches their interests.
By making study programs easier to find, ATVI could communicate its practical orientation more effectively. The programs became a bridge between the academy’s identity and the careers students hoped to pursue.
4. Remove unnecessary external links from the main menu
The main menu was made more compact by identifying the most important categories and removing menus that directed users to outside websites.
This helped preserve a coherent experience. The primary navigation should guide users through the website itself rather than repeatedly sending them elsewhere.
A more focused menu also reduced decision fatigue. Visitors had fewer options to interpret and a clearer sense of where to begin.
5. Keep navigation aligned with the website’s purpose
The revised menu was designed to lead users to information hosted within the ATVI platform.
This made the website feel more complete and intentional. Users could move through the academy’s story without encountering unnecessary breaks in the experience.
The approach also supported content ownership. ATVI could present its own programs, news, and events through a consistent structure rather than relying on disconnected destinations.
6. Design for mobile from the beginning
Suitmedia developed the website as a responsive experience that could adapt to different devices.
Content, navigation, and page layouts were optimized so users could browse on smartphones, tablets, and desktop computers.
This improved access for prospective students and parents who might first encounter ATVI on mobile. A strong mobile experience also protected the quality of the academy’s first impression.
7. Use responsive design to expand reach
Responsive design allowed ATVI to serve users across a wider range of circumstances.
A prospective student could explore study programs from a phone. A parent could review enrollment information from a tablet. A current student could read updates from a desktop or mobile device.
This flexibility made the website more inclusive. Users were not required to own or use a particular device to understand ATVI’s opportunities.
8. Place calls to action where users could see them
Calls to action were placed prominently to help visitors get information, register, or arrange a visit to ATVI.
This gave the website a clearer commercial and enrollment function. Visitors could move from interest to a tangible next step without searching through the site.
The placement was important because users may be ready to act at different points. A visible CTA allows them to continue when their confidence is high rather than forcing them to wait until the end of the page.
9. Support different levels of enrollment readiness
Not every visitor will be ready to register immediately. Some may still be comparing institutions, while others may already want to visit or apply.
The website needed to provide lower-commitment actions, such as learning more about ATVI, as well as higher-commitment actions, such as registration or a campus visit.
This created a progressive journey. Users could take the next step appropriate to their level of interest instead of being pushed into one decision too early.
10. Make the academy’s industry connection easier to understand
ATVI’s relationship with EMTEK-affiliated television channels was a meaningful part of its proposition.
The redesigned structure gave ATVI a stronger opportunity to explain the practical nature of its education and the professional possibilities available to students.
This helped distinguish the academy from institutions that might present multimedia education in a more abstract way. ATVI could communicate that its students were preparing for real roles in television and the broader media industry.
11. Use news and events to show an active institution
News and events were included as important content areas.
For prospective students and parents, current updates can signal that an institution is active, engaged, and connected to its community. For current students, these sections provide a way to stay informed.
Regular content also gives users more reasons to return. The website becomes a living representation of ATVI rather than a static profile.
12. Keep the content focused on audience questions
The redesign prioritized content that could help users answer practical questions about ATVI.
A student may want to know whether the academy supports a particular career path. A parent may want to understand the institution’s credibility and opportunities. A current student may want access to updates and events.
By keeping the content close to these questions, the website could become more useful without simply adding more pages.
13. Create a visually comfortable environment
A clean, organized design helped users focus on the information that mattered.
Education websites can quickly become crowded with programs, announcements, images, forms, and institutional details. Visual restraint made the experience easier to scan and reduced distractions.
The design supported ATVI’s brand without letting visual elements compete with enrollment information.
14. Connect design with conversion goals
The visual and structural changes were designed to support enrollment and engagement.
A more attractive website could strengthen awareness, but the information architecture and CTAs helped turn that awareness into action.
This connection made the redesign more commercially useful. The website was not only a communications asset; it became a more capable enrollment support tool.
15. Build a platform that could continue evolving
The redesigned website created a stronger structure for future content and enrollment initiatives.
ATVI could continue adding study program information, news, events, and student-focused material without returning to the previous problems of unclear hierarchy and poor mobile access.
This created long-term value. The website could evolve with the academy and the careers it prepared students to pursue.
A clearer website increased the quality of visitor engagement
1. ATVI gained a more focused digital presence
The redesigned website introduced a clearer way to communicate ATVI’s identity, programs, activities, and opportunities.
This helped the academy present itself more effectively to prospective students, current students, and parents.
The website became a more credible first point of contact for people evaluating ATVI as an education provider.
2. Users could find the information they needed more easily
The revised architecture led visitors toward ATVI information, study programs, news, and events in a more logical order.
This reduced the need for users to search through irrelevant or poorly connected pages.
The improvement supported both user satisfaction and enrollment communication. Visitors could understand the academy’s offering more quickly and decide what to explore next.
3. Study program discovery became more direct
By prioritizing study programs in the information flow, the website made the academic offering easier to evaluate.
Prospective students could move more directly from understanding ATVI to considering the areas they might study.
This supported better-informed enrollment interest. Users could connect the academy’s practical media focus with their own career ambitions.
4. Calls to action created clearer next steps
The prominent CTAs allowed users to request information, register, or make a visit to ATVI.
This reduced the distance between interest and engagement. The website could now support measurable actions rather than leaving visitors with information but no clear path forward.
The result was a stronger connection between brand communication and enrollment activity.
5. Mobile access improved the candidate experience
The responsive website allowed users to access ATVI information through mobile devices.
This expanded the platform’s reach and helped protect the academy’s relevance among younger audiences who commonly use smartphones for research.
The improvement also supported parents and other decision-makers who might access the website through different devices and locations.
6. Visitor engagement increased after launch
After the new website launched in June 2019, the reported average visit duration reached 19 minutes and 8 seconds, compared with 6 minutes and 29 seconds before the redesign, as recorded in May 2019.
This represented a significant increase in the time users spent with the website.
The result suggested that visitors were finding more relevant information to explore and that the clearer structure encouraged deeper engagement.
7. The redesign improved the quality of attention
Longer visit duration is most useful when it reflects meaningful exploration rather than confusion.
In this case, the redesigned information flow, study program visibility, news and events, and calls to action created more reasons for users to continue.
Visitors appeared more willing to invest time in understanding ATVI and its opportunities.
8. The website better supported the enrollment funnel
The redesigned platform helped users move through several stages of the decision process: discovering ATVI, understanding its value, reviewing study programs, and taking an action such as registration or arranging a visit.
This created a more complete enrollment funnel.
The platform could now support both early awareness and later-stage consideration, increasing its value as an admissions and marketing tool.
9. Parents received a clearer way to evaluate the academy
Parents often play an important role in education decisions. They need to understand the institution, the study options, and the potential value of the education offered.
A clearer website made this assessment easier. Parents could find relevant information without navigating a confusing or outdated platform.
This supported trust and made the enrollment conversation more informed.
10. Current students gained a more useful institutional platform
The website was also intended to serve current students through news and event information.
A more organized site made it easier for existing students to remain connected to the academy’s activities and updates.
This strengthened engagement beyond recruitment. ATVI could communicate with its current community while continuing to attract new students.
11. ATVI’s industry proposition became easier to communicate
The website created more space to explain ATVI’s practical relationship with television and multimedia careers.
This helped the academy differentiate itself in the education market. Students could better understand the connection between study and professional opportunity.
The result was a more compelling story for an audience looking for applied, career-oriented education.
12. The website created a foundation for future enrollment growth
The new structure and responsive design gave ATVI a stronger platform for future recruitment campaigns and content updates.
The academy could continue improving the digital journey without rebuilding the fundamental architecture.
The second-order effect was greater marketing efficiency. Future activities could drive traffic to a website better prepared to convert interest into engagement.
13. The redesign improved return on digital investment
By increasing usability, mobile access, content clarity, and visitor engagement, the website became more effective as a business asset.
The value was not limited to visual improvement. The platform supported awareness, information access, student engagement, and enrollment actions more directly.
This improved the potential return from future marketing and admissions activity.
The deeper lesson: education websites should help people decide with confidence
1. A university or academy website is part of the enrollment process
Prospective students and parents often form their first serious impression of an institution online.
The website must therefore do more than publish administrative information. It needs to communicate purpose, opportunity, credibility, and the next step.
2. Information architecture should reflect the decision journey
Users do not want to understand an institution’s internal departments before they can find a study program.
Organizing content around how students and parents evaluate options makes the website easier to use and more persuasive.
3. Mobile access is central to modern education discovery
Prospective students frequently research programs through smartphones. If the site is not responsive, the institution may lose attention before its proposition is understood.
Mobile design should be treated as part of the primary experience, not as an adaptation made later.
4. Calls to action should support different levels of commitment
Some visitors need more information, while others are ready to register or visit.
Providing several clear actions respects the user’s decision process and creates more opportunities for conversion without applying unnecessary pressure.
5. Study programs are the bridge between brand and enrollment
An academy’s identity becomes meaningful when students can see how it connects to what they will learn and what careers they can pursue.
Study program information should therefore be easy to find, easy to understand, and connected to the institution’s broader value proposition.
6. Engagement metrics should be read alongside clarity
Longer visit duration can indicate stronger interest, but it should be interpreted with other signals such as navigation, CTA use, inquiries, and registrations.
The objective is not to keep people on the website indefinitely. It is to help them understand ATVI and take the next appropriate step.
7. A redesign should create a system, not just a new look
Education websites need frequent updates as programs, events, admissions cycles, and student stories change.
A strong structure allows the institution to maintain quality over time. The value of redesign continues when internal teams can keep the website current and relevant.
Strategic Insights for the C-Suite
- Treat the education website as part of the enrollment funnel. It should introduce the institution, explain programs, build trust, and support the next action. A website is not only a brochure; it is an admissions tool.
- Organize information around student and parent decisions. Visitors want to understand what they can study, where it can lead, and how to apply. Structure the experience around those questions rather than internal administration.
- Prioritize mobile as the primary discovery environment. Prospective students often research through phones. A responsive website protects reach, credibility, and access at the earliest stage of consideration.
- Use multiple calls to action to support different readiness levels. Information requests, registration, and campus visits serve different stages of the decision. Clear options increase conversion without pressuring every visitor into the same action.
- Measure whether engagement leads to understanding and action. Longer visits are useful when they reflect meaningful exploration. Pair engagement data with program views, inquiries, registrations, and visits to understand the full enrollment journey.
