Webpages that WORK for youLaura Clapper, Digital Strategy

January 16, 2019

Agenda

• Introduction • Digital Strategy Team• Four foundational web content elements

• Goals | Audience | Responsiveness | Content• Webpage examples• TU website updates• Q & A

Webpages that WORK for youBrand Day 2019

The Digital Strategy Team

• Laura ClapperSr. Director of Digital Strategy

• Jackie DurbinDirector of Content Strategy

• Rick IvyContent Strategist

• Ashley ArnoldInformation Architect

The Digital Strategy Team

Areas of focus:• Website content• Digital footprint• User experience & journey• Website analytics & tracking

We’re here to help!

• Centralized inbox digitalstrategy@towson.edu

• eNewsletter, INSITES• Tips & guidance on web

content best practices • Bi-monthly• Web editors automatically

receive

Webpages that WORK for You

Web-friendly content

Oriented to your audience

Responsive

Know your goal

Know your Goal

• Where does your webpage fit into your overall plan?• Information-centric vs conversion

• Ask these questions:• Do you need to generate leads?• Do you need to establish credibility?• Do you need to share information and content?

• This will determine the type of content you put on your webpage and also helps measure the effectiveness of your page over time.

Know your Goal

• Develop a strategy to measure your progress.

• Identify factors that indicate success to you.

• Common factors to measure:• Forms completed• Number of visitors• Amount of time visitors spend on your page• Number of pageviews

Know your Goal

• Reassess every 3 to 6 months.

• Understand your tools(i.e. Google Analytics)

• Set benchmarks.

• Make changes based on results, assess improvement, and then repeat the process.

Oriented to Audience

• Identify who you are talking to.

• How does what you are providing and communicating benefit your user?

• Align content with your user expectations.

Oriented to Audience

• Imagine you are the ideal person you want to visit your website.

• Consider these questions through your reader’s lens:• What do you expect to find? • What do you want to learn? • What type of information is valuable to you?

Oriented to Audience

• Keep your message focused.

• Ensure content meets your site visitors at their level.

• Grab your audience quickly.

TU’s Web Audience

• In 2018, the towson.edu website had 2.8 million users hit our site.

• 75.9% new visitors• 24.1% returning visitors

Web-friendly Content

“You must clearly communicate your value proposition within 10 seconds.”

- Nielsen Norman Group

On webpages, it’s an average of 3-5 seconds because users scan. Data shows that on average only 28% of words on the page are actually read.

Web-friendly Content

• Prioritize information

• Consider related messaging

• Search Engine Optimization (SEO)

Web-friendly Content

Prioritize Information:

• Think about the hierarchy of your information.

• What do you want your visitors to dofirst, second, and third?

• If you do need to provide a substantial amount of information, divide it up.

Web-friendly Content

Related Messaging:

• Reflect brand and aim to create a seamless and consistent message.

• Keep other marketing materials in mind.

• Aim for a continuous user experience – not simply with logo and colors but other visual elements, like images as well as voice and tone of your content.

Web-friendly Content

Search Engine Optimization (SEO): (high level items)

• Incorporate keywords that users would use when searching for your page.

• Use language that works for your reader.

• Link key terms within content.

Responsive

• Responsive web design (RWD) makes webpages render well on a variety of devices and screen sizes.

• TU’s website is responsive.

Responsive

The benefits of responsive web design:

Responsive

Consider a “Mobile First” approach• Focus on only the content or features most important • Avoid tables and large graphics

Webpages that WORK for You

Web friendly content(Content that is geared toward a digital visitor)Oriented to your audience(Identify who you’re talking to)

Responsive(Think mobile-first)

Know your goal(Make your website is serving you and not an afterthought)

Homepage Engagement

Which area of our homepage gets the most click traffic?

Homepage Engagement

Which area of our homepage gets the most click traffic?

TU Website Brand Changes

Towson.edu site updates• Brand Mark update• Color changes• Carousel changes

Brand Website

Brand Website – Towson.edu/brand• Complete resource for all brand info• Tells our brand story• Download section for brand marks, templates, signatures, and more

Thank you!Questions?

Visit the Digital Strategy Website tableEmail: DigitalStrategy@towson.edu