Visual/Marketing Design

By | 2018-05-03T14:37:15+00:00 May 3rd, 2018|Categories: Higher Education, Web Development|Tags: , |

Est. Reading Time: 4 minutes

Essential Elements of Website Redesign

More than four billion people use the internet regularly, according to the latest statistical estimates. That translates to more than half of the world’s population. A lot of eyes on screens, for sure. Which is why it’s smart to invest in your digital storefront – your website.

But, it is 2018… everyone has a website. Maybe even several.

Not only is the competition fierce, but internet users have a notoriously short attention span. If you can’t communicate to a visitor what you’re all about in five to seven seconds, you can pretty much forget about winning their business.

That’s a pretty tough and complicated proposition. After all, odds are that you don’t have a homogeneous prospect base that seeks just one specific product/service and lives in a well-defined geographical area. Your students probably come from many walks of life, are interested in different educational services for different reasons, and exhibit diverse user behaviors.

Yes, you can target these audiences with well-sculpted digital campaigns. But, you still have to attract them to your site, and be able to keep them there long enough to communicate your value proposition. If your website isn’t prepared to handle that job, it’s time to consider a redesign.

Over-Arching Component of Your Marketing Strategy

Your website is the flagship in your marketing armada. This means that your site defines your brand, and all other marketing efforts support that foundation.

You’re likely to engage in many marketing activities to attract prospects. You may be fond of email campaigns. Perhaps you’ve found a PPC wizard and online ad campaigns are a key performer for you. Maybe traditional direct mail is your bread and butter.

Unless you’re trying to increase foot traffic on campus, all of those marketing efforts should be steering prospective students, and their parents, to your website. As such, your website has to be instantly recognizable as yours and ensure a seamless transition from the other marketing channels.

Brand, Personality & Messaging

When visitors land on your home page, there should be no question or ambiguity about whose site it is. Having a unique and engaging brand helps in this regard. When revamping your website, make sure that your brand personality is worked into the design and jumps off the page from the get go.

Users should also be able to use your site with ease. No visitor is going to stick around for long if they can’t quickly and intuitively navigate your menus or find the information they’re looking for.

Lastly, remember to keep your messaging short and punchy. Internet users skim – they don’t typically like to read a lot of text. Keep paragraphs short, use bullet points or lists whenever appropriate, and include visual content – videos, pics, infographics, etc. – as much as possible.

Does My Website Need a Redesign?

Beacon can help you answer that question. Give us a call at (866) 708-1467, and we’ll be happy to perform a detailed audit of your website.

About the Author:

AJ Pope
As Beacon's lead graphic designer for Higher Education clients, William “AJ” Pope leverages his extensive experience with design and marketing to create compelling, user-friendly concepts for websites, re-branding projects, and print and video collateral. AJ brings a nice mix of the latest technology and design constructs to create brand-attentive graphics that bridge common gaps between print and digital. He has worked with Lees McRae College, Del Mar College, Husson University, Birmingham Southern College, Hawaii Pacific University and many other Beacon clients. AJ earned a B.A. in Media from the University of North Carolina at Greensboro.