Skip to main content
Add as a preferred source on Google

First Impressions

  • By Shannon O'Connor
  • 06/01/18

College Planning & Management routinely features articles on the importance of the first impressions your campus makes on visitors and, in particular, potential students. When prospective students—and their parents—are shopping for where to spend their higher education dollars, what they see and experience when they first walk onto campus affects their choices. With this in mind, CP&M shares information from experts offering advice on creating appealing entry points, from signage to landscaping to building façades and more.

Your campus has another front door, however. I know, because I spend a fair amount of time on college and university campuses across the country… without leaving my office. How so? I visit your websites.

I routinely scan college and university websites in search of news stories and press releases for both our print and electronic publications. Upon landing, some of your websites offer sweeping drone-captured videos of expansive campus landscapes, while others show bold, eye-catching fonts, graphics, and appealing photography of students actively engaged in learning and college life. A few are a bit bare-boned, providing basic text, headlines, and a selection of menus and links. These are few and far between, however.

The first impression your institution’s website provides may be all it takes for potential students (or journalists) to linger, click through, and learn more, or go scouting for other schools. Research shows it takes about 50 milliseconds (0.05 seconds) for users to form an opinion about a website that determines whether they like the site and whether they’ll stay or leave, and that 38 percent of people will stop engaging with a website if they find the content or layout unattractive.

What message does your online “front door” deliver to first-time visitors? When was the design of your website last updated? How does it compare to those of other institutions that may be recruiting students who are also looking at your school?

There are a number of websites available—including the Web Design Degree Center, the Webby Awards, HubSpot, WebAward, and more—that profile or give honors to websites they consider the best. Those are good places to do some research to see how your website compares. Your website is your digital front door. If you make a winning first impression online, chances are you’ll increase the number of potential students who set foot on your campus.

This article originally appeared in the College Planning & Management June 2018 issue of Spaces4Learning.

Featured

  • Year-Round Schools Require Year-Round Indoor Air Quality Planning

    While many schools are out for the summer, year-round schools follow a more “balanced” schedule with shorter, more frequent breaks spaced throughout the school year. Even though this offers educational benefits, these facilities have less downtime for building maintenance. This can become an issue when facilities managers overlook the importance of routine HVAC maintenance and air duct cleaning services.

  • Wyoming District Breaks Ground on New Elementary School

    Laramie County School District #1 in Cheyenne, Wy., recently held a groundbreaking ceremony for the upcoming Mountain View Elementary School, according to a news release. The facility has an estimated completion date of summer 2028, and it will have the capacity for 650 students in fifth and sixth grade.

  • Amazon Expands Lockers to More Than 500 College, University Campuses

    Amazon recently announced that its Locker Network now totals more than 750 locations at more than 500 college and university campuses around the United States, according to a company news release.

  • Back-to-School Playground Safety: 7 Common Hazards to Look for After Summer Break

    As summer break comes to an end, school administrators have plenty to prepare before students return. While classrooms, hallways and common areas often receive attention during all the back-to-school preparations, the playground should not be overlooked. Months of weather exposure, storms, and regular wear can leave behind hazards that may not be immediately noticeable.