What is the Meaning of "Web site Redesign"

While at NACAC I had several people stop by the James Tower booth and inform us of their recent web site redesign. After exploring the new sites and asking several questions about the redesign process, it became clear to me the concept of redesigning a web site means different things to different people.

To most the idea means changing graphics, colors, navigation, and layout – something very visible. Yet, the purpose of a web site redesign should be as much about function as look. And after being on several campuses, the struggle of what colors to use, what images to display, and who “gets” to be on the homepage are all too familiar.

I fully expect to receive messages back to this email reminding me of the importance of image and brand. I understand that brand is important, but I am seeing more time, energy, and resources given to look rather than function.

So I would challenge each of you to consider the following when you begin the redesign process:

• Keep in mind the results you are trying to achieve in the admissions office. If your office is not the “owner” of the redesign, make sure whoever is, knows and understands the goals you are trying to achieve.
• Understand the tasks your inquiries and prospects are trying to complete. If you don’t know, find out. Then, make sure these tasks are incorporated in the new web site. Be sure to test them before the site goes live.
• Allow students to interact with you. If we have learned anything from this Web 2.0 and social network craze, it is that people want to interact with web sites. Your prospects want to interact with your site, so make sure every opportunity is available for them to do just that.

Remember, a pretty web site alone will not help you enroll your targeted students.

Cathy Willette,
Vice President of Higher Education, James Tower