How to Build a Better College Website

HOW TO BUILD A

BETTER COLLEGE WEBSITE

#betterHEweb @zhhender

Introductions

Zac VisionPoint Marketing

@zhhender #betterHEweb < < <> > >

About VisionPoint> Established in March 2001 & located in Raleigh, NC with team of ~ 15 > Specialize in online marketing consultation and execution in higher ed > Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC > Web, branding, inbound marketing, strategy, consultation, etc. > Focus on what’s right for our clients (no ‘one size fits all’ approach) > Speaking on HE marketing at CASE, AMA, eduWeb, NCMPR, AACSB, others

enough about me

Agenda: 5 Steps

1. Goal Setting

2. Information Architecture

3. Technology Decisions (CMSs)

4. Visual Design

5. Website Governance

Setting ExpectationsLots to cover (I might talk really fast) Casual: ask questions / interrupt If I pick on your website, please don’t get mad at me : ) !

Current-state of higher ed

The BAD news ...

BAD(many) higher ed websites are really

small, generic photos provide

no sense of place

trying to do too much on the

home page

mixed up user & global

navigation

dated visual design

is that the same person?

The GOOD news!

THERE’S HOPE

5 Steps to a better college website

Goal Definition1#betterHEweb @zhhender

goal-driven strategy

Design

Technology

Content

Goal Definition: Know thyself1a#betterCCwebsite @ahatony

Usage Habits - Events> Respondents were asked to answer questions about their needs

and usage habits of the website.

StaffAlumni & donors

Leadership

undergraduatesgraduate students

Sample Stakeholder Interview Questions

> Tell us about your unit/offering

> Tell us about your role here

> What are the goals for your unit/offering?

> What are the biggest challenges you face?

> Who is your target audience?

> What do you want to communicate?

> What are your goals for the website?

> What is the current state of your content?

> Do you feel that the website communicates the school’s brand well?

Business Goals

Website Goals: the new website will . . .

> Attract prospective students

> Engage prospective students in decision-making process

> Be user-friendly (find what you’re looking for quickly & easily)

> Make content publishing easier, more streamlined and timelier

> Be built on a modern CMS (easy to use, stable, dynamic, supported)

> Have a home page that acts as conduit to content (not billboard)

> Will be more search friendly (external engines + internal search)

> Elevate brand perception & credibility

Goal Definition: Know thy Audience1b#betterHEweb @zhhender

Higher Ed Target Audience

Interviews

User Personas

A website user persona is a fictional character that represents a set of real users (user groups) of a website. The persona should represent the goals, attitudes (toward the institution, technology, etc), demographics, and general behavior patterns of a real group of website users.

What is a Website Persona?

#betterCCwebsite @ahatony

Barry Antonelli (44 Years Old)

Prospective Student - Online MBA

Family Situation Single

Occupation Accountant / Consultant

Annual Income $70,000

Internet Behavior Facebook (medium), E-mail (heavy), IM/ Chat (heavy), YouTube (light), Search engines (Google), On-site search (light)

Devices Personal laptop, Blackberry

Tech savviness 3 stars (out of 5)

Uses the WTCC website for:

non-credit course descriptions, course scheduling information, access to online courses

Barry is your classic professional ‘road warrior’. He travels quite a bit for work and enjoys his job, but he has always been drawn to graphic design and would like to get a more formal understanding of Photoshop. He’s not ready for a career change, but would be if he felt that he could make it as a graphic designer. He’s looking for a class that will provide him with a way that he can get his feet wet in the field of graphic design (e.g. Introduction to Photoshop). Even if he doesn’t go for a career change he would like to continue to take graphic design classes for fun. He’s wanted to do this for years, but he cannot commit to attending class on campus because he’s on the road almost every week. An online class would be perfect for him. In order to make the decision, Barry will be looking for information on availability in the area, descriptions and examples regarding the overall online course experience, commitments he needs to make to attend any part of the class on campus, tuition and fees, FAQs and a calendar of when the next class begins.

Users' Goals

Distance Education Goals

> Look up class availability and descriptions

> Research instructor information

> Find technology requirements

> Register for classes

> Look up descriptions of the online experience

> Assess whether or not online learning is for them

Aggregate goals for this group

Barry Antonelli (44 Years Old)

Prospective Student > Online MBA

Information Architecture2#betterHEweb @zhhender

What is Information Architecture?

> Determines the hierarchy of on-page content > Informs navigation > Informs visual design > Informs technology decisions > Allows visitor to find what they’re looking for quickly & easily

IA is the centerpiece of website design & development yet it is the most commonly overlooked part of the process (which is why so many sites fail)

1.0 2.0 3.0 4.0Programs(Compare Programs)

Undergraduate Programs

Full-Time MBA

Part-Time MBA

Executive MBA

Executive Education

MS Programs

PhD Program

Faculty

Academic Departments

Study Abroad

Campus Life

Clubs & Organizations

Community & Diversity

Events

Career Services

Centers & Labs

Published Research

Seminars & Events

Accounting & Information Assurance

Decision, Operations & Information Technologies

Finance

Logistics, Business & Public Policy

Management & Organization

Marketing

Dingman Center for Entrepreneurship

Center for International Business Education and Research (CIBER)

Center for Digital Innovation, Technology, and Strategy (DIGITS)

Center for Excellence in Service

Center for Health Information and Decision Systems (CHIDS)

Center for Leadership, Innovation & Change (CLIC)

Supply Chain Management Center

Center for Complexity in Business

Center for Social Value Creation

Center for Financial Policy

Behavioral Laboratory

Financial Markets Laboratory

Faculty & Research Student Life & Services About Us

Quick Facts & Rankings

History

Vision

Smith Leadership

Administrative Offices

Contact Us

Office of Development and Alumni Relations

Office of Finance & Administration

Office of Global Initiatives

Office of Human Resources

Office of Marketing Communications

Office of Smith IT

Office of Smith Programs and Events (OSPE)

User Gateways(Info for...)

Core Site

Legend:

Section

Mini Site

External Link

Search

1.0 2.0 3.0 4.0Programs(Compare Programs)

Undergraduate Programs

Full-Time MBA

Part-Time MBA

Executive MBA

Executive Education

MS Programs

PhD Program

Faculty

Academic Departments

Study Abroad

Campus Life

Clubs & Organizations

Community & Diversity

Events

Career Services

Centers & Labs

Published Research

Seminars & Events

Accounting & Information Assurance

Decision, Operations & Information Technologies

Finance

Logistics, Business & Public Policy

Management & Organization

Marketing

Dingman Center for Entrepreneurship

Center for International Business Education and Research (CIBER)

Center for Digital Innovation, Technology, and Strategy (DIGITS)

Center for Excellence in Service

Center for Health Information and Decision Systems (CHIDS)

Center for Leadership, Innovation & Change (CLIC)

Supply Chain Management Center

Center for Complexity in Business

Center for Social Value Creation

Center for Financial Policy

Behavioral Laboratory

Financial Markets Laboratory

Faculty & Research Student Life & Services About Us

Quick Facts & Rankings

History

Vision

Smith Leadership

Administrative Offices

Contact Us

Office of Development and Alumni Relations

Office of Finance & Administration

Office of Global Initiatives

Office of Human Resources

Office of Marketing Communications

Office of Smith IT

Office of Smith Programs and Events (OSPE)

User Gateways(Info for...)

Core Site

Legend:

Section

Mini Site

External Link

Search

It’s all about THEM

Tenets of a User Centric Approach> IA of successful websites are designed to get the site’s visitors

(users) to what they’re looking for as quickly and easily as possible

> Your site map will NOT look like your org chart

> If it doesn’t serve the users’ goals, it doesn’t belong on the public-facing site *

Use plain language

Curriculum Courses

Interdisciplinary

Credit vs. Non-credit

Undergraduate

Degree vs. Certificate

Technology Decisions3

CMS Evaluation

DB-driven CMS Paradigm Shift

Traditional Website

Dynamic Website

Tuition & Fees!Cost Comparisons!Financial Aid!Scholarships

A new CMS willNOT NOT NOT

“fix” your website.

Some things to consider when selecting a CMS> How complex will your content approval process be? > How many content contributors and editors will be using the CMS? > How much customer support do you need? > How much do you plan on spending? > What kind of technology platform can your IT service team

support? > What level of integration with third-party applications is needed?

Visual Design4

“Because I like it.”

Considerations when designing for higher ed> Exhibit a sense of place > Stay true to the hierarchy established in the IA > Remember that a website is a tool (don’t get so flashy and

decorative that it distracts from the content, navigation, CTAs) > Keep it real (real people, limit stock as much as possible) > Design for all content types (video, galleries, directories, news, etc) > Stay true to the brand

Content is KING

What is Responsive Design?

Governance5#betterHEweb @zhhender

What is website governance & why is it SO important?

Website Governance Your institution’s structure

of people, process and policies to maintain and manage your website over time.

cobbled-together, rogue websites &

non-approved sections

investment into new website wasted

content & design is off brand

one group or person being a bottleneck for

getting content publishedpoor content quality

(bad grammar, photos, video, etc)

well-meaning content contributors can’t

contribute

Creating your plan (the 5Rs)

The 5Rs *

* Special thanks to Candi Harrison: http://candioncontent.blogspot.com

Roles1 Responsibilities2 Relationships3

Rules4 Review5

Roles1#betterHEweb @zhhender

Roles Responsibilities Relationships Rules Review

Unit Leader Content Owner

Content Contributor

Content Editor

Web Management

Information Technology

Services

Web Advisory Committee

Executive Leadership

Hands-on

Oversight & Advisory

Leadership

Responsibilities2#betterHEweb @zhhender

Content Contributor

Content Editor Hands-on

Deans, Senior Directors, VPs and other unit leaders within the college > Responsible for driving the overall content strategy

(unit-specific positioning, messaging, tone & voice) > Designate Content Owners and approve recommended Content Contributors

& Content Editors > Ultimately accountable for the accuracy & quality of content, as well as to

adherence to standards & processes

Content Contributor

Content Editor

Experts in specific types of content > Responsible for the creation of certain content

in which they are expert > May post that content to the website > Trained in the use of CMS editing functions and website standards &

processes

Relationships3#betterHEweb @zhhender

Unit Leader Content Contributor

Content Owner

Content Editor

Web Management

Services

Unit Leader

Content Contributor

Content Owner

Content Editor

Web Management

Services

WAC recommends disciplinary action against Content Contributor

Executive Leadership has

final approval or veto power

Unit Leader is informed by WAC and enforces action against Content Contributor

Unit Leader

Content Contributor

Content Owner

Content Editor

Web Management

Services

Unit Leader is informed by WAC and enforces action against Content Contributor

Content Editor

Web Management

Services

Rules4

RulesA set of documents including supporting policies, procedures and/or guidelines that are required for use by the roles as they write, review, edit, approve/reject and publish content. !They may include the following:

Review5#betterHEweb @zhhender

Process PerformancePeople

People Reviews accountability and makes sure people do what they’re supposed to do. > How do you track non-compliance? > What do you do if someone doesn’t comply?

Process Reviews whether or not you have the right processes in place and that your plan is working efficiently. > How do you ensure content community is comfortable with the

workflow process and it is serving their needs? > How do you ensure that all roles are designated by their unit leader

and trained appropriately?

Performance Reviews the quality of your website. > Is your website achieving its goals? > Are you meeting the needs of your audience? > Are you communicating effectively?

Recap & Takeaways

Key Takeaways> GOALS: Every decision made about the website will answer the

question: “Does this make sense to our users and serve them well?”

> IA: No longer think of site as static pages and sections

> IA: Think of site as a structure that houses bits of content that are pushed to wherever appropriate on site

> CMS: Tech will not solve your website woes

> CMS: Choose a CMS that is right for YOUR institution

> DESIGN: Use it to your advantage (sense of place, eye flow, readability)

> DESIGN: Go responsive

> GOVERNANCE: Ensure success into the future

Thank you! #betterHEweb

follow @vispoint | @zhhender email: zhenderson@visionpointmarketing.com

How to Build a Better College Website

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