At a presentation last week, someone asked me how we “know” which updates we should be making to our websites. They asked if there was a ‘gold standard’ higher education or corporate website to reference.
When universities or corporations redesign their website, the trend is to ‘go responsive.’ There are a few important reasons, beyond being trendy:
- Mobile usage is exploding: More than 33% of our web traffic is on a mobile device and that percentage increases every few months. Our Athletics website has already seen “the flip” where more of their traffic is via mobile than any other platform.
- Consistent user experience: if your customer is used to your desktop website, they should have a similar experience on a tablet or mobile phone. This is ensured by serving them a responsive website that adapts to their screen size. We believe in serving the same content, regardless of the screen size. Smartphones are fully capable of displaying all of the content that a desktop machine can.
- It is recommended by Google: Google will boost your search engine rankings if a user is searching on a mobile device and your website is ‘mobile friendly.’ Although Google also values a separate version of your website as being ‘mobile friendly’, they recommend that your website be responsive.
- Cost effectiveness: in the long run, it is easier to make your website responsive than it is to maintain two or more separate versions of your website. With multiple website copies, it is easy to be lazy and develop for ‘desktop only’ and then have to redevelop for the other screen sizes. A responsive website puts the focus on all screen sizes and one code base.
Our websites will be upgraded in August as a part of our ongoing brand initiative. We will no longer use a left navigation structure as the only choice for our websites. Beginning August 1st, top navigation will be the default CMS option and will be supplemented by left navigation on internal pages that require it.
Although there are numerous advantages to this approach, our decision was supplemented by reviewing 125 universities classified as division one institutions. Our goal was to determine what type of navigation structure was common in higher education. We reviewed the main homepage, alumni association homepage, and one internal academic webpage from each university.
Why do people always ask for image carousels, especially on their homepage? Ok, I understand that sometimes it is politics. “I can’t feature just one topic on my department’s homepage. Can we add seven images, so no one is mad?” Sometimes it is because novices thinks that it “looks cool.” Sometimes people see it on one website and think they should copy the effect. None of these are good reasons for an image carousel, though. Continue reading