Welcome to the world of creative employment! Looking forward to seeing your creativity in action. Your first real-world design job will be a steep learning curve. Internships during college can help to soften that curve. There will still be learning to do, and the learning never stops. Design programs change, new techniques pop up, and curveballs are thrown. (*cough* AI *cough*). Here are some helpful hints, a bit of elder wisdom, and some struggles I have experienced in my years in the creative field.
Communication
Ask questions. Have them and ask them. Take time to read up on the project brief and jot down questions. Be that person who goes to a meeting with a list of inquiries. Make sure you have a better understanding of direction and double-check any misunderstandings. As an introvert, I, personally, have had the most trouble with this. With some pre-planning, I feel comfortable participating in the discussion. Not everyone in the creative field is gregarious. It takes time to understand the best way to communicate.
Critiques are scary, yes. They are an integral part of the creative process, yes. They are only for the betterment of the overall design, yes. Getting feedback from the team is so helpful. Someone else will pick up on a way to address that nagging problem. The end design should be in focus after the critique. Getting feedback is just as important as providing feedback. Remember: subjective and objective feedback are two different things.
Clients
Let us talk about clients. You can steer the design process and make recommendations, but they know their brand best, and compromises will be made. Every design is not a winner, and rejection is never personal. The client did not choose your design? Now you know what not to do. Every project is a learning experience to adapt and make changes.
Inner Critic
La la la. My fingers are in my ears. Not listening!
Creatives all have that tiny negative voice in the back of their head. It never completely goes away, but each successful project makes it quieter. Give that voice a name, a cardboard box, and packing tape. Promptly put them in the box, tape it up, and poke some holes in the top. Tell the voice, “You can come out when you have something positive to say.”
Creative Block
Yep, creative block is a common occurrence. How do you overcome creative block? It is a mixture of things. Inspiration is an essential component in breaking through your creative block. I keep a running list of blogs, websites, and magazines for inspiration. Sketching focuses your ideas. If you are unsure of a design, make another option. Get those ideas out; there are no bad ideas.
If all else fails, reference the Take a Break section.
Take a Break
Take a break. Take your lunch break, even if it is putting together a puzzle while eating your mac and cheese. Design fighting you? Take a break, get a coffee, walk around the block, and do some deep breathing or primal screaming. Whatever you have to do to clear your mind. The weekend is not for work emails. Leave it at work; creatives are creatives and not surgeons for a reason. That digital ad can be completed tomorrow, and the Earth will keep spinning.
Smörgåsbord
Keep your passions, particularly your artistic passions. Enjoy Plein Air painting? Make time to set up in the park and paint the scenery. Keep your artistic mind flowing and creating. Anyone interested in joining my print exchange that I am totally gonna start?
LEARN INDESIGN! Notice all the caps? It means yell that to yourself. Illustrator is not a catch-all program. No designing print ads in Illustrator.
Let it breathe and release tension. Not just buzzwords your college professor casually inserts into every critique. Is the headline too close to the margin? Decrease the size and/or move it away from the edges to give it breathing room. Does the design call for the running of words off the page? Make it look intentional.
Slug: not just a common, tough-skinned terrestrial mollusk. It’s a printing term for extra space in the bleed area for printer notes or to show where folds would be.
Don’t worry about learning every hotkey. It takes years to remember them (mostly) all. Did you get stuck in quick mask mode in Photoshop? Hint: it’s the Q key.
You will make mistakes. Mistakes are normal. Say @#%&^!@#^%$#!, then correct those mistakes. You deserve an award if you make it through your entire career without one incorrect printing.
Ending this note with the most meaningful design advice I’ve received and can still remember: When in doubt, K.I.S.S. (Keep it Simple, Stupid). Does the ad need that extra flourish? Simplify. More than three different typefaces? Simplify.
Now, young designers go out into the world and make those mistakes, adapt, and above all, create.
College websites are difficult to make, but with proper planning and strategy, you can build a great one. The trouble is, these types of websites have to perform many tasks for several types of users. How can you please as many people as possible? Carefully.
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User Focus
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Easy Navigation
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Fresh Content
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Responsive Design
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Accessibility
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Searchability
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Consistent Branding
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Avoiding These
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Great College Websites Are User-Focused
With enterprise-level websites like those with .edu on the end, many cooks end up in the kitchen. For the most part, each particular cook is mostly thinking about their own particular sauce. A faculty member may want to see one thing and a dean may want to see another. If you don’t pay attention to the students’ sauce? Well, in the great words of Gucci Mane, “If you don’t got the sauce then you lost.”
To find out how to make your website focused on the user, start doing some research. Who are the “power users” of your website? What do they use the website for? How could you make their experience even better in the next redesign?
To answer these questions, we have a list of common power users for college websites below.
Prospective Students
About Prospective Students
Prospective students are the most important audience for a college website. Full stop. They are the ones who will be making the decision about whether to attend a college, so it is critical to make sure that the website provides them with the information they need to make an informed decision. Prospective students may be high school students, current college students, or adults who are looking to change careers.
What Prospective Students Want
Prospective students are often the number one focus for college websites, as recruiting success is paramount. Elements they want to see on a college website include:
Clear and accessible information about academic programs, admission requirements, and application procedures
Financial aid information, so they can know how they can afford to attend the college
Virtual tours and multimedia content showcasing campus facilities, student life, and the overall campus experience
Student testimonials and success stories to help prospective students envision themselves at the college
Current Students
About Current Students
Current students of a college are individuals who are presently enrolled in the college. They may be full-time students, part-time students, or graduate students. Current students may also be undergraduates, graduate students, or professional students. Keep the demographics of your current students in mind when creating your content.
What Current Students Want
Current students are interested in finding the following on a college website:
Quick access to student portals
Academic information about courses, majors, minors, and requirements
Student life information about clubs, activities, and events
Financial aid information on scholarships, grants, loans, and work-study
Resources such as tutoring, counseling, and health care
Technology resources like computer labs and printers
Contact information for the college’s offices and departments
Comprehensive academic calendar with key dates, deadlines, and events
Events calendar to keep students informed about lectures, workshops, social events, and clubs
Emergency and school closure information
Faculty & Staff
About Faculty & Staff
The faculty and staff of a college or university include professors, lecturers, instructors, administrators, professionals such as librarians, counselors, and financial aid officers, and support staff.
What Faculty & Staff Want
Faculty and staff of your college visit your website to find:
Faculty and staff directory with contact information and expertise areas
Tools such as course management systems
Secure portals or intranet with email access, human resources information, and professional development opportunities
Policies and procedures related to hiring, promotion, and tenure
Information on college resources such as libraries, computer labs, and research facilities
News and updates such as new hires, awards, and publications
Alumni
About Alumni
Former students of a college or university are an important part of the college community. They can provide guidance and support to current students, and they can help to promote the college to prospective students. They can also be a valuable resource for networking and development.
What Alumni Want
Alumni want to stay connected to their alma mater, and they can do that if the website includes information about:
Attending reunions
Donating to the college to support academic programs, student scholarships, and campus facilities
Channels to stay connected such as newsletters, alumni associations, and mentorship programs
Networking opportunities and career services
Alumni success stories with information on their contributions to various fields
Parents & Families
About Parents & Families
Parents and families are a significant part of the college process, and they want to see information that will help them make the best decision for their child.
What Parents & Families Want
The goal is to provide parents and families with the information they need to make an informed decision about whether to send their child to the college. By providing clear, concise, and up-to-date information, a college website can help to ensure that parents and families can make the best decision for their child’s future. Some of the things that parents and families want to see on a college website include:
Academic information to see what they have to offer and how their child’s interests align with the programs offered
Student life information to get a feel for what it would be like for their child to live and learn on campus
Tuition, financial aid, and payment options to address their financial concerns
Safety, housing, and support services available to students
Frequently asked questions, important contacts, and resources to help them stay involved and informed
Community Members & the General Public
About Community Members & the General Public
Community members and the public are also interested in learning more about the college, but they may be looking for different information than prospective students and parents.
What Community Members & the General Public Want
Members of the public may want to see specific information that is relevant to their interests. This may include:
Community impact, such as economic impact and volunteer programs
Event calendars and activities such as concerts, plays, lectures, and other events that are open to the public
Facility information for the library, gym, theater, and other facilities open to the public and how they can use them
Historical information for people who are keen to learn more about how the college has shaped the community
Public access to campus maps and visitor information
Opportunities for continuing education, professional development, or community involvement
Great College Websites Are Easy-to-Navigate
Navigation Labels
Use clear and concise labeling so that users can quickly identify where they would like to go. For example, if your college marching band has a unique name that doesn’t “scream” marching band, just use “Marching Band” in the navigation so that prospective students won’t have to know it beforehand.
Logical Structure
Organize navigation items in a logical hierarchical structure. Group related pages or sections together, and use submenus or dropdowns when necessary to provide deeper levels of navigation. At the same time, minimize the number of clicks that a person needs to use to reach the information they need. If it makes sense to do so, avoid an additional level of navigation.
Use Breadcrumbs & Visual Hierarchy
Another way to make websites easier to read that are often three or four levels deep is to use breadcrumbs. These provide users with a trail of links to show their current location and enable easy navigation back to higher-level pages. In addition to breadcrumbs, add visual cues to establish hierarchy. You can differentiate second and third level items through font weight, size, color, and icons.
Great College Websites Have Updated Content
Nothing destroys a college’s reputation with a prospective student or employee more than outdated or incorrect information.
A college website should aim to provide comprehensive and relevant information to prospective students, current students, faculty, staff, and other stakeholders. While the specific information may vary based on the institution’s size, location, and offerings, here are some essential elements that should be included on a college website:
About the Institution:
Mission and vision statements
History and background of the college/university
Accreditation and academic affiliations
Leadership and administration details
Campus facilities and resources
Academic Programs:
List of undergraduate and graduate programs offered
Descriptions of each program, including majors, minors, and concentrations
Faculty profiles and their areas of expertise
Academic departments and schools
Admissions Information:
Admission requirements for different programs and degrees
Application procedures and deadlines
Information for prospective students (e.g., campus tours, virtual visits, open houses)
Scholarships, financial aid, and tuition costs
Student Life:
Student organizations and clubs
Athletics and intramural sports
Housing and residential life
Campus events and activities
Health and counseling services
Career services and internships
Academic Support:
Library resources and services
Academic advising and support centers
Research opportunities
Study abroad programs
Internship and co-op programs
Faculty and Staff Directory:
Contact information for faculty and staff members
Faculty profiles, including their qualifications and research interests
Campus Facilities and Resources:
Campus maps and directions
Information about libraries, laboratories, and research facilities
Computing and technology resources
Dining options and meal plans
Campus safety and security information
News and Events:
Latest news and announcements
Events calendar, including academic and social events
Publications and newsletters
Alumni and Giving:
Alumni engagement programs
Alumni success stories
Ways to give back to the institution through donations and fundraising
Contact Information:
General contact details (phone number, email address)
Specific contact information for different departments, offices, and services
Great College Websites Have Responsive Design
A responsive design is crucial for a college website due to the widespread use of various devices with different screen sizes, such as desktops, laptops, tablets, and mobile phones. Here are some reasons why responsive design is important for a college website:
Enhanced User Experience: A responsive design ensures that the website looks and functions well on all devices, providing an optimal user experience. Users can access the website and navigate its content without any usability issues, regardless of the device they are using.
Mobile Usage Trends: Mobile devices, such as smartphones and tablets, are increasingly used for browsing the internet. By adopting a responsive design, the college website can cater to the growing number of mobile users and deliver a seamless experience.
SEO Benefits: Search engines favor mobile-friendly websites in their search results. A responsive design improves the website’s visibility and ranking in search engine results pages (SERPs), positively impacting its organic traffic and online presence.
Cost and Maintenance Efficiency: Maintaining a single responsive website is more efficient than creating and maintaining separate desktop and mobile versions. It reduces development and maintenance expenses, as changes or updates can be implemented across all devices simultaneously.
To ensure effective implementation of responsive design elements, consider the following best practices:
Mobile-First Approach: Begin the design process by prioritizing the mobile experience. Start with the smallest screen size and then progressively enhance the design for larger screens. This approach ensures that the website is optimized for mobile users.
Fluid Grid Layouts: Use a fluid grid system to create flexible and proportionate layouts that adjust seamlessly across different screen sizes. This allows the website’s content to adapt and maintain its integrity while accommodating various devices.
Flexible Images and Media: Optimize images and media files to be flexible and responsive. Use CSS techniques, such as max-width: 100%, to ensure that images and media scale proportionately based on the device’s screen size.
Breakpoints: Define breakpoints in the design where the layout adjusts based on different screen sizes. These breakpoints help ensure that the content is presented in the most optimal and readable format for each device.
Readability and Interaction: Ensure that text, buttons, and interactive elements are appropriately sized and spaced for easy readability and interaction on smaller screens. Consider touch-friendly design elements, such as larger buttons, to accommodate mobile users.
Performance Optimization: Pay attention to performance optimization for faster loading times on mobile devices. Compress images, minify CSS and JavaScript files, and leverage caching techniques to improve website performance.
Testing across Devices: Thoroughly test the website on various devices and screen sizes to ensure a consistent and satisfactory user experience. Test navigation, readability, interactions, and functionality across different devices to identify and resolve any issues.
By adhering to these responsive design best practices, a college website can provide a seamless and user-friendly experience across a wide range of devices, accommodating the needs and preferences of its diverse audience.
Great College Websites Are Accessible
Website accessibility allows individuals with disabilities to access your website’s content and functionalities. Millions of people in the United States use a screen reader to read websites that they cannot properly see, and closed captions benefit people who are hearing impaired as well as those who aren’t. We will go into more detail about why web accessibility is important for college websites and how to achieve it for yours.
Why Accessibility Is Important for College Websites
It is crucial for a college website to be accessible to ensure that all individuals, including those with disabilities, can access and interact with the website’s content and functionalities. Here’s why accessibility is important for a college website, along with best practices to follow:
Inclusivity and Equal Opportunity: Web accessibility promotes inclusivity by ensuring that people with disabilities have equal access to information and services provided by the college website. It supports the principle of equal opportunity for all individuals, including students, faculty, staff, and visitors.
Legal and Regulatory Compliance: Many countries, including the United States (under Section 508 of the Rehabilitation Act) and the European Union (under the Web Accessibility Directive), have laws and regulations that mandate web accessibility for public sector organizations, including colleges and universities. Compliance with these laws is essential to avoid legal consequences.
Positive Reputation and Brand Image: Demonstrating a commitment to accessibility enhances the reputation and brand image of the college or university. It showcases an institution’s dedication to diversity, inclusivity, and providing equal access to education and services.
Improved User Experience: Web accessibility benefits all users, not just those with disabilities. By following accessibility best practices, the website becomes more user-friendly, intuitive, and easier to navigate. It can enhance the overall user experience for everyone, regardless of their abilities.
Here are some best practices to follow to achieve web accessibility for a college website:
Compliance with Web Content Accessibility Guidelines (WCAG): Follow the internationally recognized WCAG guidelines, which provide a comprehensive set of accessibility standards. Aim for compliance with at least WCAG 2.1 AA level.
Alternative Text for Images: Provide descriptive alternative text (alt text) for images, allowing screen readers to convey the image content to users with visual impairments.
Proper Heading Structure: Use proper heading structure (h1, h2, etc.) to create a logical and hierarchical organization of content. Headings help users navigate and understand the website’s structure, particularly for users relying on assistive technologies.
Keyboard Accessibility: Ensure that all functionalities and interactive elements can be accessed and operated using a keyboard alone, without relying on a mouse or other pointing devices. This is crucial for individuals with motor disabilities or who cannot use a mouse.
Color Contrast: Maintain sufficient color contrast between text and background elements to ensure readability for users with visual impairments. Use tools or online color contrast checkers to evaluate and adjust the contrast ratios.
Captions and Transcripts: Provide captions or transcripts for multimedia content, such as videos and audio files, to make them accessible to individuals with hearing impairments or those who cannot access audio.
Forms and Inputs: Design forms and input fields to be accessible, including proper labeling, clear instructions, and error messages. Ensure that form controls can be easily navigated and completed using assistive technologies.
Consistent Navigation and Structure: Maintain a consistent and predictable navigation structure throughout the website. Clearly indicate the user’s current location and provide a skip navigation option for screen reader users.
User Testing and Feedback: Conduct user testing with individuals with disabilities to gather feedback and identify areas for improvement. Incorporate accessibility considerations throughout the design and development process.
Accessibility Statement: Include an accessibility statement on the website, outlining the institution’s commitment to accessibility, providing contact information for accessibility concerns, and sharing information about available accommodations.
By implementing these best practices, a college website can significantly improve its accessibility and ensure that individuals with disabilities can access and engage with its content, services, and resources.
Great College Websites Are Searchable
Imagine that you need or want to do something on a college website. If you can’t navigate to the correct page, your next best bet is to use the college’s search bar feature. If you can’t find it after that, you may consider giving up. That’s the precise moment we want to avoid.
Why Search Is Critical for College Websites
Quick and Efficient Information Retrieval
A searchable website allows users to find specific information quickly and efficiently. Users can enter relevant keywords or phrases in the search bar to retrieve relevant content, saving time and effort compared to navigating through menus or browsing multiple pages.
Enhanced User Experience
A search feature improves the overall user experience by providing a convenient way to locate desired information. Users who have a specific query or are looking for specific resources can easily find what they require, increasing satisfaction and reducing frustration.
Accommodation of Diverse User Needs
Different users have different information needs and preferences. A search function caters to those who prefer searching to browsing, empowering them to access the information they need in their preferred manner.
Handling Large and Complex Websites
College websites often have vast amounts of information, including numerous pages, documents, and resources. A search feature becomes essential for navigating such large and complex websites effectively.
Important Search Features
Prominent Search Bar & Search Results
Position the search bar prominently, preferably at the top of the website, where it is easily visible and accessible on every page. Use a magnifying glass icon or other recognizable symbol to indicate its purpose. The display of the search results should display in a clear, organized manner. The search results may include the page title, a snippet, and some relevant metadata for users to contextualize the results and evaluate the relevance of each search result.
Smart Search
Instead of a simple keyword search bar, use an intelligent search functionality that utilizes technologies like natural language processing. Or, consider using semantic search to enhance the accuracy and relevance of search results.
Speed and Reliability
Fast and Reliable Search Results: Optimize the search feature to deliver quick and accurate search results. Use efficient search algorithms, caching mechanisms, and server-side optimizations to ensure fast response times, even with large amounts of content.
Autosuggest
Autocomplete and Suggestions: Implement autocomplete and suggestions in the search bar to assist users in formulating their queries. This feature can help users by suggesting popular or relevant search terms as they type, improving search accuracy and efficiency.
Filters
Use advanced filters and sorting options that allow users to refine and narrow down their searches. Users should be able to filter results based on categories, dates, file types, and other relevant attributes.
Analytics
Properly track your site search in Google Analytics 4 and monitor its usage. You’ll be able to gain insights into your site’s user behavior, popular search terms, and areas where users may be struggling to find the information they need. This data can help identify areas for improvement and optimize the search experience.
Great College Websites Have Consistent Branding
Keeping your brand standards consistent across your website is a part of maintaining and strengthening your college’s brand equity.
Why College Website Branding is Important
Brand Recognition and Recall: Consistent branding elements such as logos, color schemes, typography, and visual styles help create a cohesive and memorable identity for the college. This promotes brand recognition and recall among website visitors, making it easier for them to associate the website with the institution.
Professionalism and Credibility: Consistency in branding instills a sense of professionalism and credibility. When the website reflects a unified brand image, it conveys a message of reliability and trustworthiness to prospective students, parents, faculty, staff, and other stakeholders.
Cohesive User Experience: Consistent branding across different pages and sections of the website ensures a cohesive user experience. It provides users with visual cues that they are still within the same institutional context, reducing confusion and enhancing usability.
Strengthened Institutional Identity: By maintaining consistent branding, the college website reinforces the institution’s identity and values. It helps align the website’s visual presentation with the overall brand strategy, fostering a sense of pride and unity among stakeholders.
Website Branding Best Practices
To maintain a consistent brand identity throughout your website, you must establish brand guidelines and then adhere to them. Below is a list of best practices that, if followed, will help maintain your branding:
Logos
Use your official logo prominently and consistently throughout the website in the correct format, resolution, and color scheme as outlined in your brand guidelines.
Colors
Apply the institution’s designated color scheme consistently across the website. Use the official colors for headings, backgrounds, buttons, links, and other design elements. Avoid introducing additional colors that deviate from the brand palette.
Typography & Fonts
Define a set of typography guidelines to maintain consistency in font styles and sizes. Use specific fonts recommended in the brand guidelines for headings, body text, and other text elements. Consistency in typography contributes to a cohesive visual identity.
Visual Style & Imagery
Establish a consistent visual style for images, illustrations, and graphics used on the website. Use similar filters, image treatments, or graphic elements to maintain a unified visual language. Ensure that the chosen visual style aligns with the overall brand identity.
Design Templates
Create design templates or components that follow the brand guidelines. These templates can be reused across different sections or pages of the website to ensure consistent layouts, styles, and visual elements.
Coordination With Other Channels
Align the website’s branding with other marketing and communication channels used by the college, such as social media profiles, print materials, and campus signage. Consistency across various channels reinforces the overall brand identity.
Regular Audits & Updates
Conduct periodic audits of the website to ensure that all pages and sections adhere to the brand guidelines. Update any outdated or inconsistent branding elements promptly.
Training
Provide training and clear communication to website administrators, content creators, and other relevant stakeholders about the importance of consistent branding. Educate them on how to implement and maintain brand guidelines on the website.
Great College Websites Don’t Need
What makes a website, specifically a college site, truly annoying? If you are a prospective student, and you happen upon these, it can make a terrible first impression. Below is a list of things to avoid on your college website at all costs, or be prepared to suffer a worsening bounce rate.
Stock Photos
They have their time and place, definitely, but stock photos for a university website are a no-go. People can sniff inauthenticity from a mile away, and then they won’t trust anything else on your website. Prospective students want to see the real college, real campuses, real students, and real experiences they can look forward to at your school. Build up a library of images for your website and other marketing materials with professional photography.
Excessive Pop-Ups
Have you ever loaded a webpage and seen the information you need on the screen, only for it to be covered by pop-up after never-ending pop-up? Pop-ups can take a perfectly easy-to-navigate, pleasurable browsing experience into something that makes you want to throw your mouse across the room. Yes, we probably need to accept your cookies for legal reasons, but after that, beware. Emergency alerts are for emergencies. The following frequently used pop-ups are not emergencies:
Signing up for your newsletter
Chatbots that open automatically and block the screen
Graphics to promote a new feature of your website
Excessive Jargon and Acronyms
If someone doesn’t already go to your school, and you use a lot of your own acronyms and internal jargon, they will have no idea what you’re talking about. Say, for example, you work for Minnesota State, and your mascot is the Screaming Eagles. If you brand your freshmen orientation as “Fledgling Freshmen” or “Eager Eaglets,” you still need to have the words “freshmen orientation” somewhere in or near the title so that people don’t get confused. Take it easy on parents who have to take off from work and watch their children leave the nest.
Complex CAPTCHAs
When users are trying to log in to parts of your website or submit forms, use simpler and more user-friendly CAPTCHAs and other security features. Did you know that 19 percent of American adults quit during a transaction because of a difficult CAPTCHA? These features can cause serious and consequential user experience problems.
Unoptimized PDFs
Have you ever needed to fill out a form, but the form is just a flat PDF that looks like it was photocopied, scanned, printed out, and photocopied again? We are over twenty years into the new century, so it’s beyond time to post professional, interactive PDFs that people can save and fill out on any device.
Our advice is to avoid PDFs entirely by transferring PDF content into your website pages and using styled web forms, but if you must, you can use Adobe Acrobat Pro to create accessible PDFs and then test them.
Talk to a College Website Specialist If you have looming questions about making a website for your college, join us for a free 30-minute Q&A with a college website specialist.
