The page architecture is first determined by the page level in the site hierarchy, then by the content needs for that page.

In general, page content is built on a modified inverted pyramid structure that emphasizes high-level themes and critical information at a glance with lead paragraphs and headings. Details are elaborated as a user focuses within a content section and as they move further down the page.

Navigation menus are used to route users to other pages within the sub-site or to provide jump-marks to content sections if the page is designed to be a standalone.

Page Templates


Landing (Full Width) Page


A landing (full width) page template always starts with a Hero block for high visual impact and summary of page content. This Hero block is needed to visually separate the secondary navigation block from the global navigation and site header.


A full width landing page template is always used for Level 2 pages, which are linked off the global site navigation. Level 3 pages are typically built with a full width page template, but this varies due to content requirements. Some sub-sites do not have robust content that would appropriately fill out the full width design.


Tertiary (Two-Column) Page


A tertiary (two-column) page template always has a secondary navigation set that contains the sibling pages at that hierarchy level to support users as they explore the content. It typically starts with an intro-styled sentence for a summary of the page content or to emphasize a key message.


A tertiary (two-column) page is always used for pages at Level 4 and lower.

 

Homepage Content Strategy


The homepage is the primary entry point to the public website, and its purpose is to:

  • Establish a cohesive user experience
  • Convey clear, concise messaging for the WSU brand
  • Promote enrollment-critical content
  • Route users into other areas through global navigation links or site search


It is not expected for users to linger on the homepage, so the content is designed to be visually impactful with compelling key messages but brief.


The homepage tells the story of WSU with sections that align with the institutional strategy and the key decision-making factors for prospective audiences:

  1. Pride: A strong brand statement that speaks to what WSU offers students. Emphasize WSU’s position as the #1 public university in Minnesota.
  2. Programs & Outcomes: 3-5 program-student pairs to highlight an academic program side-by-side with a student who graduated from that program. Student quotes are linked to full profiles as available and refresh semesterly. This feature includes a path to the Academic Program Finder where students can explore all programs.
  3. Price: Communicate value and affordability with text and routing to tuition and financial aid information.
  4. People: Showcase WSU’s friendly community and supportive environment with text, a large photo, and routing to student life and support services.
  5. Place: Photos of the two campuses and surrounding areas with a link to visit each campus.
  6. Commitments: Communicate institutional culture to encourage users to personally identify with shared values.  

 

Academic Program Pages Content Strategy

 

Academic program information is a critical content area for prospective students and current students. In general, academic program pages tell the story of educational experiences at WSU, and their purpose is to:

  • Showcase programs and their value toward building a successful career after WSU
  • Highlight student academic experiences and their value to having a satisfying college life at WSU
  • Provide consistent content across programs to demonstrate the high-quality education at WSU


However, content on program marketing pages has a different focus and approach than that on academic department pages. 


Program Marketing Pages


This type of page is dedicated to describing an academic program via its learning outcomes, highlights—from internships, practicums, and clinicals to study abroad and extracurricular opportunities—and career outlook. 

These pages also outline the value of a program within certain communities and industries.


In other words, program marketing pages are like product pages you may view on Amazon, Target, and other retailers online before making a purchase. 


Academic Department Pages


This type of page is dedicated to describing an academic department via its application and admissions processes, philosophy, and history.


In other words, academic department pages are like sales pages you may view once you decide to purchase a product from a retailer. 


These pages provide more context and outline the next steps to carry prospective or current students further into the customer journey or funnel.

 

>Audience Page Content Strategy


The audience pages are primary entry points for specific audience groups and serve as a curated “homepage” with easy access to content that is relevant to the audience’s unique needs and interests.


This allows users in non-prospective audiences to circumnavigate the enrollment-marketing content that they don’t need. It also allows for a concise, compelling homepage design that is not cluttered with details and resources that prospective audiences don’t need (yet).


Audiences are defined broadly by their relationship to WSU and then further segmented based on roles:

  • Admitted Students
  • Alumni
  • Community Members: Parents, Retirees, Employers & Community Partners, Vendors & Contractors
  • Counselors & Advisors
  • Current Students: Student Employees, International Students, Veteran Students, Student Club Leaders, Graduating Students
  • Faculty & Staff: Supervisors, Search Committees, Faculty
  • Parents & Families

The dropdown list in the navigation menu is organized alphabetically for scannability.


Review the Institutional Audience Strategy for more details.