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Let's be honest. A lot of college and university websites could use some improvement. Visitors get lost, offerings are unclear and the content and design don't represent all the amazing things you do. Learn more at http://www.percussion.com Join VisionPoint Marketing and Percussion as we walk you through a step-by-step process and share lessons learned from two of the largest institutions on the east coast.
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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
#betterHEweb @zhhender
Agenda: 5 Steps
1. Goal Setting
2. Information Architecture
3. Technology Decisions (CMSs)
4. Visual Design
5. Website Governance
#betterHEweb @zhhender
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 : ) !
#betterHEweb @zhhender
Current-state of higher ed
#betterHEweb @zhhender
The BAD news ...
#betterHEweb @zhhender
BAD(many) higher ed websites are really
#betterHEweb @zhhender
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!
#betterHEweb @zhhender
THERE’S HOPE
5 Steps to a better college website
#betterHEweb @zhhender
Goal Definition1#betterHEweb @zhhender
goal-driven strategy
Design
Technology
IA
Content
#betterHEweb @zhhender
Goal Definition: Know thyself1a#betterCCwebsite @ahatony
Usage Habits - Events> Respondents were asked to answer questions about their needs
and usage habits of the website.
#betterHEweb @zhhender
StaffAlumni & donors
Leadership
undergraduatesgraduate students
#betterHEweb @zhhender
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?
#betterHEweb @zhhender
Business Goals
#betterHEweb @zhhender
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
#betterHEweb @zhhender
Goal Definition: Know thy Audience1b#betterHEweb @zhhender
Higher Ed Target Audience
#betterHEweb @zhhender
Interviews
#betterHEweb @zhhender
User Personas
#betterHEweb @zhhender
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?
#betterHEweb @zhhender
#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
#betterHEweb @zhhender
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
Home
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
Home
It’s all about THEM
#betterHEweb @zhhender
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 *
#betterHEweb @zhhender
Use plain language
#betterHEweb @zhhender
Curriculum Courses
Interdisciplinary
Credit vs. Non-credit
Undergraduate
Degree vs. Certificate
#betterHEweb @zhhender
Technology Decisions3
CMS Evaluation
#betterHEweb @zhhender
DB-driven CMS Paradigm Shift
#betterHEweb @zhhender
Traditional Website
#betterHEweb @zhhender
Dynamic Website
#betterHEweb @zhhender
Dynamic Website
#betterHEweb @zhhender
Tuition & Fees!Cost Comparisons!Financial Aid!Scholarships
Tuition & Fees!Cost Comparisons!Financial Aid!Scholarships
A new CMS willNOT NOT NOT
“fix” your website.
#betterHEweb @zhhender
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?
#betterHEweb @zhhender
Visual Design4
#betterHEweb @zhhender
“Because I like it.”
#betterHEweb @zhhender
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
#betterHEweb @zhhender
Content is KING
#betterHEweb @zhhender
What is Responsive Design?
#betterHEweb @zhhender
Governance5#betterHEweb @zhhender
What is website governance & why is it SO important?
#betterHEweb @zhhender
Website Governance Your institution’s structure
of people, process and policies to maintain and manage your website over time.
#betterHEweb @zhhender
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)
#betterHEweb @zhhender
The 5Rs *
* Special thanks to Candi Harrison: http://candioncontent.blogspot.com
Roles1 Responsibilities2 Relationships3
Rules4 Review5
#betterHEweb @zhhender
Roles1#betterHEweb @zhhender
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
Content Contributor
Content Editor
Web Management
Team
Information Technology
Services
Web Advisory Committee
Executive Leadership
Hands-on
Oversight & Advisory
Leadership
Responsibilities2#betterHEweb @zhhender
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
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
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
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
Team
Information Technology
Services
Web Advisory Committee
Executive Leadership
#betterHEweb @zhhender
Unit Leader
Content Contributor
Content Owner
Content Editor
Web Management
Team
Information Technology
Services
Web Advisory Committee
Executive Leadership
WAC recommends disciplinary action against Content Contributor
Executive Leadership has
final approval or veto power
#betterHEweb @zhhender
Unit Leader is informed by WAC and enforces action against Content Contributor
Unit Leader
Content Contributor
Content Owner
Content Editor
Web Management
Team
Information Technology
Services
Web Advisory Committee
Executive Leadership
WAC recommends disciplinary action against Content Contributor
Executive Leadership has
final approval or veto power
#betterHEweb @zhhender
Unit Leader is informed by WAC and enforces action against Content Contributor
Unit Leader Content Owner
Content Editor
Web Management
Team
Information Technology
Services
Web Advisory Committee
Executive Leadership
WAC recommends disciplinary action against Content Contributor
Executive Leadership has
final approval or veto power
#betterHEweb @zhhender
Rules4
#betterHEweb @zhhender
Roles Responsibilities Relationships Rules Review
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:
Roles Responsibilities Relationships Rules Review
Review5#betterHEweb @zhhender
Roles Responsibilities Relationships Rules Review
Process PerformancePeople
Roles Responsibilities Relationships Rules Review
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 PerformancePeople
Roles Responsibilities Relationships Rules Review
Process PerformancePeople
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?
Roles Responsibilities Relationships Rules Review
Process PerformancePeople
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
#betterHEweb @zhhender
Thank you! #betterHEweb
follow @vispoint | @zhhender email: [email protected]