Would You Read Your Own Website?Natalie Engelbrecht & Dianne Fulmer

FATV

• Identify your audience

• Organize content for clarity

• Use visuals for engagement

• Messaging through Storytelling

• Tools to enhance connection

Today’s Objectives

Computers are not technology.

Computers, the Internet, and hand-held devices are as much a

part of Millennials’ lives as telephones and television are to

previous generations.

There is zero tolerance for delays. Millennials were raised in a just-in-time, service-oriented culture.

They expect and demand quick turn around in today’s 24x7

culture and do not easily accept delays.

Sources:• Starlink- 2004• Northern Illinois University- Millennials: Our Newest Generation in Higher Education- Retrieved 2/2016

too long, didn’t read

TLDR Syndrome and The WOT

• Front-load keywords.

• Example: The Culinary Institute of America

Keywords • http://www.ciachef.edu/tuition-and-financial-aid/

Keep it concise

• “Speak” like students and parents.

• Example: Duke University - avoids financial aid jargon

Keep it concise

• Use numbers instead of spelling them out.

• Example: University of California - Berkeley, Percentage of Students

Receiving Aid• http://financialaid.berkeley.edu/

Keep it concise

• Use keywords in sub headings.

• Example: Loyola Marymount University

Prominent Subheadings• http://financialaid.lmu.edu/current/loans/

• Create a list or series of steps.

• Example: Bellarmine University

Financial Aid Checklist• http://www.bellarmine.edu/financialaid/checklist/

Break up content

• Consider breaking up a paragraph into bulleted points.

• Example: University of North Texas, Special circumstances• http://financialaid.unt.edu/special-circumstances

Break up content

• Create a list or series

of steps.

Example:

Duke University

Steps to Renew or

Apply for Aidhttps://financialaid.duke.edu/current-

undergraduates/renew-your-aid

Break up content

• Consider increasing paragraph spacing.

• Example: Denison University

Nice white space even when expanding content• http://denison.edu/campus/admissions/financial-aid/types-of-aid

Whitespace can help

• Consider increasing

paragraph spacing.

Example:

University of Illinois at

Urbana-Champaign

Simple, streamlined,

not too cluttered

throughout webpageshttp://www.osfa.illinois.edu/cost

Whitespace can help

• Present content in form of

a table or chart.Example:

Duke University

Award Statisticshttps://financialaid.duke.edu/parents/cost-and-value

Strategically insert visuals

• Present content in

form of a table or

chart.Example:

Vanderbilt University

Need-Based Awards to

First-Year Vanderbilt

Students 2014/15http://www.vanderbilt.edu/financiala

id/undergraduate/revealing-

numbers.php

Strategically insert visuals

• Present content in form

of a table or chart.Example:

Johns Hopkins University

How Hopkins Families Pay for

College https://apply.jhu.edu/financial-aid/financing-your-

education/

Strategically insert visuals

Strategically insert visuals

Boston UniversityRotating Graphicshttp://www.bu.edu/finaid/

• Find graphics or images to break up content.

• Photos – Not just for Admissions pages

• Example: Kennesaw State University, Images to divide sections• http://financialaid.kennesaw.edu/

Strategically insert visuals

• Find graphics or images to break up content.

• Infographics – Not just for social media

• Example: Linn-Benton Community College, Open source FSA

financial aid infographic • http://www.linnbenton.edu/future-students/make-it-official/financial-aid/financial-aid-infographic

Strategically insert visuals

Infographics

University of Maryland University College, Includes stats & info-graphics.http://www.umuc.edu/students/aid/financial-aid-infographic.cfm

• Embed financial aid

videos near related

text.

Example:

Columbus State

Community College

Satisfactory Academic

Progress (SAP) videohttp://cscc.edu/services/financial-

aid/student-academic-progress.shtml

Include videos

• Embed financial aid videos near related text.

• Example: Solano Community College, Videos next to each Federal

Program• http://www.solano.edu/financial_aid/federalprograms.php

Include videos

Include Videos

Bentley University, Utilizes a Student Video to tell the story!http://www.bentley.edu/undergraduate/tuition-financial-aid/types-aid

Include Videos

Delaware Community College, Embedded a YouTube videohttp://www.dccc.edu/admissions-financial-aid/financial-aid/financial-aid-office

• Welcome students

with videos.

Example:

Colorado State

University

FSA videohttp://sfs.colostate.edu/

Include videos

• Welcome students

with videos.

Example:

University of Missouri

Homegrown FAFSA

videohttp://financialaid.missouri.edu/index

.php

Include videos

• Help your visitors see themselves in examples

• Lead them to their next questions

• Engage through shared experience

• Introduce ideas and possibilities

Why is Storytelling Effective?

Focus on Storytelling

to convey the

message

USC University of Southern California, Uses Personal Experienceshttp://financialaid.usc.edu/undergraduates/prospective/who-receives-FA-profile-1.html

• Consider case studies

• Example: Mount Joseph University

Case Studies of Julie, Michael, Adam, & Katie• http://www.msj.edu/tuition-aid/financial-aid-grants-loans-scholarships/case-studies/

Focus on storytelling to convey affordability

• Use income profiles

Example:

Boston University Average

Aid Award and Profile for

Freshmen who Received BU

Need-Based Scholarshipshttp://www.bu.edu/finaid/apply/newstudents

/incoming/freshman-receiving-scholarships/

Focus on storytelling to convey affordability

Hear it From the

Students

Marlboro College, Students Stories

https://www.marlboro.edu/community/undergraduate/stories/student

• Videos

• Forms Pages – Additional Resources

• Chat Programs

• Checklists

• Social Media

Tools to enhance connection

Available Forms

Champlain College, Graphic with downloadable checklist !http://www.champlain.edu/current-students/financial-aid-and-student-accounts/financial-aid

• Chat• Example: Embry-Riddle Aeronautical University - Worldwide, Phone and Chat• http://worldwide.erau.edu/finance/financial-aid/

Tools to enhance connection

• Chat• Example: Ivy Tech Community College, Phone and Chat• https://www.ivytech.edu/financial-aid/

Tools to enhance connection

Tools to enhance

connection

Western State Colorado University, Social Media

• Keep it concise and use white space

• Avoid jargon

• Headings & bullets break up content

• Try for graphics and numbers

• Use visuals for engagement - infographics

• Videos

• Messaging through Storytelling

• Promote your lines of connection

In Summary

• “7 Best Practices for Improving Your Website's Usability” by

Jacob Gube• http://mashable.com/2011/09/12/website-usability-tips/#wLTdJDePPqkV

• “Best Practices for University Websites” by Jar Creative • http://www.slideshare.net/jarcreative/best-practices-for-university-websites

• “Showcase of Academic and Higher Education Websites” by

Cameron Chapman• http://www.smashingmagazine.com/2010/03/showcase-of-academic-and-higher-education-websites/

References

Natalie Engelbrecht Dianne Fulmer

natalie@financialaidtv.com dianne@financialaidtv.com