A few weeks ago, our admission folks asked me to design a new landing page for a marketing push they were working on. Apparently the direction went so well, they asked if I could adapt it into the new admissions home page. Or they were trying to soften me up to get to the bigger project. In any event, the new page went live on Monday and shows the continuing evolution in how we handle web content.
As a writer, it’s hard for me to let go of graceful, compelling sentences full of descriptive adjectives, active verbs and strong nouns. Yet in high-level pages, it seems users have been more likely to click buttons, play videos, follow left-navigation links than click on inline links. And as Mary Beth Kurilko, one of the brighter minds in web writing, likes to say: If the opposite is ridiculous, why write it? Do any of our competitor schools NOT have outstanding professors, a range of academic programs and a desire to help students succeed? So perhaps this writing has always been cliche.
Here was our previous admissions page; I never thought of it as that bad, but always had room for improvement:
Even though it was less than a year old, you can see the incrementalism in it, as we kept adding one thing, then another, then another. The buttons were a nice addition at the time, but they ended up looking kind of strewn around the page. The virtual tour promotion came later. See all those contextual links? Our analytics found they weren’t terribly effective. Say, is that a July event still in our upcoming events list in September? Oh dear.
The new page is much simpler and more streamlined:
The incremental redesign’s new central emphasis is a two-minute admissions video. Below sit links for related videos, including an extended (~12 minute) version and introductions to our four colleges and schools. The buttons on the side emphasize actions that enrollment management would want to drive — take a virtual tour, schedule a campus visit, apply — and I also recommended a link to majors/minors since statistics show this is a popular link on any page it appears and since one of a student’s first questions is whether we have their program.
We generate the buttons via this site, which eases some crunch of not having a dedicated designer for our office. I’m on the fence as to whether six buttons is a lot; streamlining options is generally a good thing but if Admissions wants to start with six buttons and they all serve valid functions, I can’t argue. What we can do is look at the analytics after the initial push and see where people click and don’t click — and adjust accordingly.
I’m still trying to adjust to less writing, but short directive phrases (Update Status, Add Photo, Write Post) seem to work for Facebook, right? In any event, we’ll see how a new direction of less talk, more action works for us.