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From Netflix to Spotify to Amazon, prospective students are accustomed to personalized websites that offer recommendations to help them discover new content or products. When they arrive at most college and university websites the experience is very different. It can feel static and generic by comparison. The culprit? In order to tame the massive amount of content and competing priorities of college websites, a one-size-fits-all home and landing page approach has proliferated. When North Central College decided to redesign its website they wanted to break that one-size-fits-all mold and engage tech-savvy prospects with an experience that felt different from other school sites. With agency partner Spark451, North Central took cues from non-higher ed sites to develop a concept called “stacks.” Stacks are topically bundled content cards. For example, a photo of a faculty member, a video, a student quote, career facts, all related to a particular major. Stacks allow for things like curated categories, and can be embedded into landing pages, news articles and other types of content. They help North Central repurpose and surface content in strategic ways that support admissions efforts. Attendees will learn how North Central took a radical approach to organizing its content to create a user experience that’s different for higher-ed but feels familiar (in a good way) to prospective students.