For prospective students and parents, a university’s homepage is the first place they go to learn about the school, its culture, and its offerings. Because it’s the first point of contact, the homepage has the power to leave an impactful, lasting impression.
Designing the perfect university website homepage encompasses much more than just aesthetics — it's about creating a user-friendly, informative, and engaging experience that captures the institution's essence and makes visitors want to explore more.
The Importance of a University Homepage
83% of online searches begin with an unbranded term. Prospective students researching potential colleges are likely using general terms that lead them to your school’s website, making your homepage the first interactive experience a prospective student or parent has with your institution.
First impressions are critical. If the homepage doesn’t pique a visitor’s interest, it’s over before it even starts. The homepage needs to reflect the institution’s brand, values, and mission, while also presenting a welcoming and engaging atmosphere. A well-designed homepage can inspire confidence in prospective students, demonstrate the university's strengths, and encourage visitors to explore further. Notably, 89% of respondents in a cross-generational survey noted that good web design would improve their opinion of a school.
Main Purposes of a University Homepage
A university homepage has several critical functions. The main purpose is to spark and hold a visitor’s attention. Visitors may be coming across your school for the first time, or they may be returning with a particular goal in mind, whether it's applying, learning about programs, or finding out about campus life. Regardless, your homepage should quickly grab their attention, entice them to stay, and guide them towards the information they seek.
In addition to capturing interest, the homepage should provide a glimpse into the university's identity. Prospective students want to know what makes an institution unique. This could be academic excellence, research opportunities, vibrant campus life, or community involvement. Whatever sets you apart from other colleges and universities should be clearly highlighted on your homepage. Visitors should leave with a sense of what the school is about and what it’s known for.
Simultaneously, the homepage must balance the right amount of information. It should hook visitors in with engaging content and visuals, but not overwhelm them with information overload. The goal is to provide enough to generate interest, while encouraging visitors to explore deeper into the website for specific details on programs, admissions, campus life, etc.
9 Key Components of a University Homepage
Creating an engaging and effective university homepage requires thoughtful consideration of design, content, and structure. Key components that should be included are:
- Hero Section: This is the first visual a visitor encounters. It should feature high-quality images or videos that represent the campus, students, and the institution’s core values. Accompany this with a strong, clear call-to-action, such as "Apply Now" or "Request More Information."
- Clear Navigation: A well-organized, easy-to-find navigation menu is essential. It should allow users to easily find important information, such as academic programs, admissions, campus life, and student services. Navigation should be intuitive, with clearly labeled sections that guide visitors through the website effortlessly.
- Cohesive Branding & Design: The homepage should reflect the university’s overall branding and design principles. The colors, fonts, and overall branding should align with the university's established brand guidelines to create a consistent look and feel across the entire website. This consistency helps reinforce the school’s reputation and strengthens its brand presence, both on and offline.
- Call-to-Actions (CTAs): Your homepage should include several CTAs to guide visitors toward taking the next step. Examples include "Apply Now" or "Schedule a Tour." CTAs should be placed strategically throughout the homepage, encouraging users to engage with the website in meaningful ways.
- Search Functionality: Make it easy for users to find specific information with a search bar. This is especially important for prospective students who may be looking for programs or resources they’re interested in pursuing.
- Visuals that Reflect the Campus: Images and videos of campus life, students, and faculty give visitors a sense of what life is like at the university. This creates an emotional connection and helps prospective students visualize themselves on campus.
- Quick Access to Key Resources: Highlight the most important sections of your site, such as admissions, programs, news, and events. This can be achieved through prominent links or a featured content section.
- Social Proof & Testimonials: Include quotes or stories from students, faculty, or alumni. This social proof builds trust and credibility by showcasing real-life experiences.
- FAQs: A university homepage should include easily accessible FAQs or direct its visitors to an FAQ page. Common questions from prospective students regarding admissions, deadlines, scholarships, and programs can be addressed right on the homepage. This helps streamline the experience, reducing the number of visitors who need to search for answers elsewhere. Providing immediate access to the most common queries ensures that visitors can quickly get the information they need without unnecessary delays.
User Interface and User Experience: Not Just About Looks
While the visual design of a homepage is crucial, its functionality is equally as important. A well-designed homepage is not based on looks; it’s about how it works. The user interface (UI) and user experience (UX) play a pivotal role in ensuring that visitors can easily navigate the website and find what they need.
A user-friendly UI should be intuitive, with clear navigation, organized content, and an easily identifiable layout. Responsiveness is another critical factor. Users may access the site from a variety of devices, including smartphones, tablets, and desktops. Ensuring the homepage is optimized for all screen sizes is a must.
Equally important is the load speed. A slow-loading homepage can frustrate users and cause them to leave before they even have a chance to explore. Keeping the design clean and streamlined will help improve load times and keep visitors engaged.
Additionally, accessibility is essential. A homepage should be designed with usability in mind for everyone, including those with disabilities. This involves using proper contrast, providing text alternatives for images, and ensuring compatibility with screen readers.
Key Takeaways: General Best Practices for Designing a Higher Ed Homepage
- Keep it Simple & Focused: Don’t overwhelm visitors with too much information. Focus on key elements that capture the university’s essence and guide users toward further exploration.
- Use a Strong Visual Hierarchy: Use typography, colors, and spacing to create a visual hierarchy that guides visitors to the most important information first.
- Start With a Mobile-First Design: With the increasing use of mobile devices, prioritize mobile optimization to ensure a smooth user experience across all platforms.
- Keep Branding Consistent: The homepage should align with the university’s branding and values. Use consistent colors, fonts, and messaging that reflect the institution’s identity.
- Incorporate Clear Call-to-Actions: Make sure visitors know what to do next with easy-to-find CTAs such as "Apply Now," "Learn More," or "Request Info."
- Stay Current: Keep the homepage fresh by regularly updating it with new content, such as upcoming events, news, or student stories, to reflect the current happenings on campus.
