A college or university’s website is its digital front door. As the first touch point for many prospective students, parents, faculty, and donors, and as a central hub for information, a website is one of the most important assets in an institution’s digital strategy.

If that website is outdated, difficult to navigate, or lacking key functionality, it can drive users away instead of drawing them in. A poorly designed website can actively hinder enrollment, engagement, and the perception of an institution as credible and trustworthy. In this blog post, we’ll cover some of the key signs to indicate your website needs a redesign, and what to do about it. Let’s dive in.

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Your Website is Your Digital Campus

Just as a physical campus has clearly defined buildings, services, and pathways, a website should serve as a digital campus, offering distinct spaces and critical resources for different audiences. The “digital campus” philosophy entails embracing the concept of self-service for your digitally informed and tech savvy student audience. Any visitor should be able to easily find what they need, whether it’s an application form, tuition details, or academic program requirements.

To build a welcoming digital campus, institutions should focus on prioritizing functionality so that the site is easy to use and accessible. Navigation should be seamless, guiding users intuitively to key resources. This is the foundation of your digital campus, on top of which you can layer your institution’s voice, tone, and branding to clearly communicate your missions and values.

A college or university’s website is a core part of the institution’s brand identity. If the website is visually inconsistent, unorganized, or outdated, it sends the wrong message about the school’s reputation. A strong website should consistently align with the institution’s branding, share unified messaging across all departments, and showcase the school’s culture and academic strengths – all of which should be echoed and seamlessly connected with other marketing channels like social media and email.

5 Signs It’s Time to Redesign Your Website

1. Poor CTA Placement and Weak Messaging

One of the biggest indicators that a website needs a redesign is poor call-to-action (CTA) placement and weak messaging. A call-to-action should be highly visible and easy to understand. If these CTAs are hidden, unclear, or ineffective, prospective students may struggle to determine their next steps, leading to missed enrollment opportunities.

A successful redesign should prioritize strategic CTA placement in high-traffic areas, such as the homepage, admissions page, and program pages. The language should be strong and action-oriented, encouraging users to take immediate steps, such as “Start Your Application Today” instead of the more generic “Click Here.”

Additionally, CTAs should be tailored for different audiences, ensuring that prospective students, and transfer applicants receive relevant guidance.

2. Lack of Personalized Engagement Features

A higher education website should not feel generic or impersonal. If a website lacks interactive elements, student testimonials, program specific information, or other personalized content, it may not be fully engaging its visitors. A static website that doesn’t adapt to user needs can result in lower conversions and decreased interest from prospective students.

To address this issue, institutions should implement dynamic content that personalizes the browsing experience. Features such as student and alumni success stories can build trust and authenticity, while AI-powered recommendations can suggest relevant programs based on a visitor’s behavior. Interactive tools such as virtual campus tours, program quizzes, and live chat support can also provide users with more engaging and helpful resources.

3. Overly Complex or Disorganized Menus

Another clear sign that a website needs a redesign is a cluttered or confusing navigation structure. When menus are disorganized, users may struggle to find key information, such as tuition costs, academic programs, or faculty directories. If visitors have to click through multiple pages before locating essential resources, they may become frustrated and leave the site altogether.

Improving website navigation starts with conducting a thorough audit to identify unnecessary links and improve menu clarity. Content should be organized using a logical hierarchy that groups similar topics together, making it easier for users to find what they need quickly. The website’s menu structure should also be optimized for mobile devices, ensuring that collapsible, touch-friendly navigation is available for users on smartphones and tablets.

4. Inconsistent Page Layouts Across Departments

When different departments and colleges within a university use different page templates, it creates a disjointed and unprofessional experience. Some pages may appear modern and polished, while others feel outdated and disconnected from the school’s overall branding. Inconsistencies in font styles, color schemes, and layouts can make it difficult for visitors to trust the information they find.

To resolve this issue, institutions should develop standardized page templates. While departments should have some flexibility to customize their pages for specific needs, a clear design style guide should be established to ensure branding consistency. This guide should include rules for color usage, font selection, and page formatting to create a seamless user experience across all sections of the website.

5. No Clear Pathway for Different Audiences

Many higher education websites fail to account for the fact that their audiences have distinct needs. A website designed with a one-size-fits-all approach may struggle to serve the needs of prospective students, current students, parents, alumni, and faculty. Without clear pathways for different users, visitors may find it difficult to access the specific information they’re looking for.

A redesigned website should include audience-specific entry points to make navigation more intuitive. Creating dedicated sections for prospective students, current students, and alumni can help guide visitors to the most relevant content. Additionally, breadcrumb navigation and clear signposting should be used to direct users to key resources, such as tuition information, application portals, and academic calendars.

A Digital Campus Should Be as Strong as a Physical One

A college or university’s website is a critical asset that shapes perceptions, drives engagement, and influences decision-making. Prospective students often form their first impressions of an institution based on its website, and they’re more likely to stay engaged if the website is up to date and easy to navigate. An outdated, hard-to-navigate, or inconsistent website can deter potential applicants before they ever set foot on campus.

Without a modern, student-focused website, schools risk falling behind in today’s competitive higher education landscape. A strong digital presence is no longer optional. If a college or university’s website is hindering rather than helping its mission, a redesign is a necessary step toward ensuring the institution’s long-term success.

At Acevox, we have extensive expertise in website and UX design as well as crafting targeted and effective content. With our auditing, marketing, and brand strategy consulting services, you can understand your digital presence as well as the steps you need to take to bring it to the next level – and we can help. The experts at Acevox know that how information is delivered to your audience is just as important as the information itself, and we can execute on paid campaigns, email strategy, recommendations on brand positioning, and more.

Help your school reach its full potential with Acevox.

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