While we can’t say for certain that every college in 2019 has its own website, those that don’t must be extremely rare, and also either extremely good or struggling to attract students.
By now, all colleges and higher education institutions must recognize that having a website is a necessity.
However, not all of them seem to recognize the importance of having a good website.
Fit for purpose
A college website needs to be fit for purpose in terms of content, presentation and functionality. For most students, the website will be their first experience of the college. Not only is it important that their initial impressions are positive, but the website must also give them the information they need, and allow them to register and apply for the courses they wish to take.
The college website continues to be a vital point of contact for enrolled students and also graduate alumni. As such, it is an essential part of the college infrastructure and needs to be able to handle large amounts of traffic and data. If the website falls down in any area, then it not only reflects badly on the college’s reputation but also impacts significantly on the college’s ability to function.
First-rate content
The website content should be kept up to date and relevant. It also needs to be tightly checked and copy-edited. Misspelled words and clumsy sentence constructions will not help your college’s reputation! Care also needs to be taken to make sure that the site is legally compliant and accurate, and that the content respects the personal privacy of students and staff.
Essential services
A college website can help to manage and maintain essential services in the most cost-effective way, from admissions and human resources to information bulletins and access to timetables. As a marketing tool, websites are the primary access point for today’s students who have grown up with the internet and take it for granted as a medium. In the near future, campuses will become increasingly digitally connected in the way that they meet the needs and expectations of succeeding generations of students.
Social media
Social media provides further means by which colleges can reach out to students both prospective and current. Bryant and Stratton College has a social media presence across all the major platforms. This makes it easier than ever to connect with Bryant and Stratton and access the information you need. Social media is not only a valuable promotional tool for colleges but also a means for quick and easy two-way communication. It is not an alternative to a website, but a complementary platform that further widens a college’s digital presence.
Meeting needs
A college website needs to be fast and responsive in order to satisfactorily meet the needs of students and other users. Slow download speeds can cause visitors to become frustrated and may even make them give up on the website and the college if it takes too long to load and respond. Simplicity and clarity need to be the bywords of any college website designer. Flashy graphics and complex loading pages may look great, but they’re ultimately distracting when what any visitor is really looking for is information.
It’s also important to remember that we are all increasingly accessing the internet via our phones or other mobile devices. Making your college website mobile-friendly is therefore a major priority. Users should be able to find what they need on the go, and be able to act on it immediately without encountering glitches or other difficulties.
Best practice
The best college websites should be responsive, visually appealing and easy to navigate. They should get you where you want to go intuitively without the need for headaches caused either by confusing instructions or overdone graphics. They should sell the college by presenting it in its best light, but they should not be all about advertising and promotion. Like the college itself, the website is an information portal, and it should be judged on the quality and accessibility of the information it provides.
A website should reflect the personality and aspirations of the college and its faculty. A one-size-fits-all website design that makes all colleges seem the same is not a desirable outcome. Instead, your college website should be a unique expression of what your institution has to offer. Prospective students should know immediately that this is the place in which they want to live and study, while existing students will know that this website represents the place they belong.
