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#betterHEweb @zhhender

HOW TO BUILD A

BETTER

COLLEGE
WEBSITE
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
#betterHEweb @zhhender

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 Expectations
Lots 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
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?
#betterHEweb @zhhender

The GOOD news!
THERE’S
HOPE
#betterHEweb @zhhender

5 Steps
to a better college website
#betterHEweb @zhhender

1

Goal Definition
#betterHEweb @zhhender

Design

goal-driven
strategy

Technology

IA
Content
#betterCCwebsite @ahatony

1a

Goal Definition: Know thyself
How to Build a Better College Website
How to Build a Better College Website
#betterHEweb @zhhender

Usage Habits - Events
> Respondents were asked to answer questions about their needs
and usage habits of the website.
How to Build a Better College Website
#betterHEweb @zhhender

Staff

Alumni & donors
Leadership

graduate students

undergraduates
#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

1b

Goal Definition: Know thy Audience
#betterHEweb @zhhender

Higher Ed Target Audience
#betterHEweb @zhhender

Interviews
How to Build a Better College Website
#betterHEweb @zhhender

User Personas
#betterHEweb @zhhender

What is a Website Persona?
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.
#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.
#betterHEweb @zhhender

Users' Goals
Barry Antonelli (44 Years Old)

Prospective Student > Online MBA

Distance Education Goals
Aggregate goals for this group
> 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
#betterHEweb @zhhender

2

Information Architecture
What is Information Architecture?
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)
>
>
>
>
>

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
How to Build a Better College Website
User G
(

1.0

Programs

(Compare Programs)

2.0

Faculty & Research

3.0

Student Life & Services

4.0

About Us

Undergraduate Programs

Faculty

Study Abroad

Quick Facts & Rankings

Full-Time MBA

Academic Departments

Campus Life

History

Clubs & Organizations

Vision

Community & Diversity

Smith Leadership

Events

Administrative Offices

Part-Time MBA
Executive MBA

Accounting & Information Assurance

Decision, Operations & Information Technologies

Finance

Executive Education
Logistics, Business & Public Policy

MS Programs
PhD Program

Management & Organization

Marketing

Centers & Labs

Career Services

Office of Development and Alumni Relations

Office of Finance & Administration

Office of Global Initiatives

Office of Human Resources
Dingman Center for Entrepreneurship
Office of Marketing Communications
Center for International Business Education and Research (CIBER)
Office of Smith IT
Center for Digital Innovation, Technology, and Strategy (DIGITS)
Office of Smith Programs and Events (OSPE)
Center for Excellence in Service

Center for Health Information and Decision Systems (CHIDS)

Contact Us

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

Legend:

Financial Markets Laboratory

Core Site
Published Research

Section
Seminars & Events

Mini Site

External Link
Search
Home
User G
(

1.0

Programs

(Compare Programs)

2.0

Faculty & Research

3.0

Student Life & Services

4.0

About Us

Undergraduate Programs

Faculty

Study Abroad

Quick Facts & Rankings

Full-Time MBA

Academic Departments

Campus Life

History

Clubs & Organizations

Vision

Community & Diversity

Smith Leadership

Events

Administrative Offices

Part-Time MBA
Executive MBA

Accounting & Information Assurance

Decision, Operations & Information Technologies

Finance

Executive Education
Logistics, Business & Public Policy

MS Programs
PhD Program

Management & Organization

Marketing

Centers & Labs

Career Services

Office of Development and Alumni Relations

Office of Finance & Administration

Office of Global Initiatives

Office of Human Resources
Dingman Center for Entrepreneurship
Office of Marketing Communications
Center for International Business Education and Research (CIBER)
Office of Smith IT
Center for Digital Innovation, Technology, and Strategy (DIGITS)
Office of Smith Programs and Events (OSPE)
Center for Excellence in Service

Center for Health Information and Decision Systems (CHIDS)

Contact Us

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

Legend:

Financial Markets Laboratory

Core Site
Published Research

Section
Seminars & Events

Mini Site

External Link
Search
Home
How to Build a Better College Website
#betterHEweb @zhhender

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
Credit vs. Non-credit

Undergraduate
Interdisciplinary
Degree vs. Certificate
How to Build a Better College Website
How to Build a Better College Website
3

Technology Decisions
#betterHEweb @zhhender

CMS Evaluation
#betterHEweb @zhhender

DB-driven CMS Paradigm Shift
#betterHEweb @zhhender

Traditional Website
#betterHEweb @zhhender

Dynamic Website
#betterHEweb @zhhender

Dynamic Website
Tuition & Fees!
Cost Comparisons!
Financial Aid!
Scholarships
Tuition & Fees!
Cost Comparisons!
Financial Aid!
Scholarships
#betterHEweb @zhhender

A new CMS will

NOT NOT NOT
“fix” your website.
How to Build a Better College 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

4

Visual Design
#betterHEweb @zhhender

“Because 

I like it.”
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
#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?
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
How to Build a Better College Website
#betterHEweb @zhhender

5

Governance
#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.
How to Build a Better College Website
well-meaning content
contributors can’t
contribute

content & design 

is off brand
investment into new 

website wasted

cobbled-together,

rogue websites & 

non-approved sections

poor content quality
(bad grammar, 

photos, video, etc)

one group or person 

being a bottleneck for 

getting content published
#betterHEweb @zhhender

Creating your plan (the 5Rs)
#betterHEweb @zhhender

The 5Rs *

1

2

Roles

Responsibilities

4

Rules

3

Relationships

5

Review

* Special thanks to Candi Harrison: http://candioncontent.blogspot.com
#betterHEweb @zhhender

1

Roles
Roles

Unit Leader

Responsibilities

Relationships

Rules

Review

Content 

Owner

Content
Contributor

Content 

Editor

Hands-on

Web
Management
Team

Information
Technology
Services

Web Advisory
Committee

Oversight
& Advisory

Executive
Leadership

Leadership
#betterHEweb @zhhender

2

Responsibilities
Roles

Responsibilities

Unit Leader

Content
Owner

Relationships

Content
Contributor

Rules

Content
Editor

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

Review

Hands-on
Roles

Responsibilities

Unit Leader

Content
Owner

Relationships

Content
Contributor

Rules

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

Review
#betterHEweb @zhhender

3

Relationships
#betterHEweb @zhhender

Unit Leader

Content 

Owner

Content
Contributor

Content 

Editor

Web
Management
Team

Information
Technology
Services

Web Advisory
Committee

Executive
Leadership
#betterHEweb @zhhender
Content
Contributor
Unit Leader

WAC recommends
disciplinary action
Web Advisory against Content
Committee
Content
Contributor
Editor

Content
Owner

Web
Management
Team

Information
Technology
Services

Executive
Leadership has
final approval or
veto power

Executive
Leadership
#betterHEweb @zhhender
Content
Contributor
Unit Leader

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

WAC recommends
disciplinary action
Web Advisory against Content
Committee
Content
Contributor
Editor

Content
Owner

Web
Management
Team

Information
Technology
Services

Executive
Leadership has
final approval or
veto power

Executive
Leadership
#betterHEweb @zhhender

Unit Leader

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

WAC recommends
disciplinary action
Web Advisory against Content
Committee
Content
Contributor
Editor

Content
Owner

Web
Management
Team

Information
Technology
Services

Executive
Leadership has
final approval or
veto power

Executive
Leadership
#betterHEweb @zhhender

4

Rules
Roles

Responsibilities

Relationships

Rules

Review

Rules
A 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
#betterHEweb @zhhender

5

Review
Roles

Responsibilities

People

Relationships

Process

Rules

Review

Performance
Roles

Responsibilities

People

Relationships

Rules

Process

Performance

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?

Review
Roles

Responsibilities

Relationships

Rules

People

Process

Review

Performance

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

People

Process

Performance

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?

Review
Recap & Takeaways
#betterHEweb @zhhender

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

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