Web design is a fluid art, and it may feel like your website is always in a state of redesign. That’s especially true for higher ed websites. Whether you’re considering minor tweaks to your site or tangled in the chaos of a complete redesign, it always helps to what prospective students want from college and university websites.
Of course, the most important things are clearly labeled content and intuitive usability. But there’s a lot more that goes into an excellent website. From our own experience building higher ed websites, as well as new data from the Nielsen Norman Group, here are six ideas for building better university websites:
1) What’s Your Name?
Make sure your school’s name is clear and prominent on every page. Be consistent with your placement. If the website is for a college or department, make sure the main university logo is always present and the relationship is clearly defined. Don’t leave it to the user to figure out the relationship between secondary websites and the main school site.
2) Pictures Tell Your Story
Your campus comes alive through images. Consider the mix of photos that you’ll be using and make sure it highlights campus life and your student body. A mix of campus photos, images of students and campus life helps present your school. This also an opportunity to mix professional images with shots from social media, such as Instagram and Facebook photos.
3) Most Important Facts
Prospective students want actionable information and they want to see it quickly. The most popular inquiries are admissions, tuition, academics and alumni. These areas should be prominently placed and rich with details.
4) Adapt Content for Mobile
Whether you have a mobile site, a responsive website or a mobile app, your mobile product is critical. Many prospective students search colleges on their smartphones and tablets, and they want to see the same key subject areas. Mobile platforms should offer the same information and functions as the main website, such as submitting applications and downloading financial aid material.
5) Be Authentic
No one tells your story better than current students and alumni. Written and video testimonials are excellent ways to promote your school. This works for departments and division websites too. Have your students and alumni explain in their own words why they chose your institution and what impact it has had on their lives.
6) Embrace Social Media on Your Site
Most universities and colleges have rich social media networks. Borrow some of that content for your main website, such as displaying your Twitter feed or Instagram pictures from students and alumni. Social media offers personal and multimedia content that can enliven your school’s website and offer personal connections.