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UCM Best Practices for the Web

UCM Best Practices for the Web

Important Background*:

  • More than 75 percent of students say the Web plays a significant role in their college decision.
  • 43 percent of students report using their mobile devices for ALL of their Web browsing.
    • 68 percent have viewed college websites on mobile devices.
  • 74 percent of perspective students say “words” are the more important part of a website.
    • 82 percent are looking for facts about the school.
    • 75 percent say it should be simple and easy to use.

Writing for the Web:

  • It’s not easy to read content on a screen. Keep content brief, bulleted and easy to understand. There is no need for long narratives on the web.
  • Link in text where possible. If you talk about something and there is additional information, link it. There is no need to use language like “click here” or list the long url.
  • Keep the most important information “above the fold.” Make sure that it can be seen without scrolling. The further down the page the information is, the fewer people will see it.
  • Keep your target audience in mind. Avoid language and acronyms that prospective students would not be familiar with.
  • Always include contact information on the first page or within one click.
  • Content is king on the web. Make sure it is accurate, up to date and easy to understand.
  • 50 percent of users find pages by searching. Relevant content is the most important thing to have on your page.

Site Features and Navigation:

Sites that are used for recruitment should include an RFI form and a link to information on how to apply.

The average number of pages per visit for is three. Keep this in mind. You lose between 25-75 percent of your audience every time they have to click.

Average time on page for is less than two minutes.

PDFs are not mobile friendly and should be avoided when possible for important information.

The main location on the UCM site for pictures is in the header. These can be customized if there are compelling images to help tell the story.

  • Having photos just for the sake of having them distracts from your content and makes your site less user-friendly on a mobile device.

Examples of strong sites:


*Source: Noel-Levitz