Does this Web site work? Michigan State University - www.msu.edu - First Click

University Business, Dec, 2003 by Stuart A. Cowan, Sherrill Kushner, Sara Lindholm, Keith Moore, Sue Paton

Luring a college-bound student to your university's Web site is the easy part. Maintaining that student's attention is the real challenge. Since a prospective student spends only eight seconds browsing a college Web site, experts say, there is only a small window of opportunity to get a student hooked on your site. From a recruitment standpoint, it is important to make that student's brief virtual visit one that is memorable and meaningful But a site must also cater to its current students, alumni, and parents, who are equally impressed by a well-constructed site, chock-full of helpful information. Michigan State University, which has recently undergone its fourth Web redesign, understands the importance of a strong Web presence. The institution's Web site already boasts more than 400,000 visits and 500,000 page views per week during the school year. Yet, despite the site's effectiveness, the university continually refines it, keeping it fresh and competitive.

BEST FEATURES

* Keeping audience in mind. The site tailors information to its visitors, whether they are prospective applicants, parents, current undergrads, graduate students, or alumni. Helpful information, checklists, and FAQs are abundant--all geared to specific needs and interests.

* Effective branding. The MSU slogan, "Advancing Knowledge. Transforming Lives." is strong, succinct, and memorable. Importantly, it is also well integrated into the site, featured prominently and often.

* Easy navigation. The site segments visiting audiences right off the bat via prominent navigation links at the top of the page. As a result, visitors can quickly access content most relevant to them.

* Clutter-free home page. Laid out clearly and neatly, the page offers a good deal of information without looking overcrowded.

* Omnipresent menu. The home page left-hand menu is present throughout most site pages, providing true consistency for users.

* Tell-it-like-it-is admissions. There's no mystery here. The Admissions Standards section clearly lays out what kinds of students the school is looking for. It is direct, concise, and informative. What's more, a click on the helpful Problems and Questions bar on the left-hand menu leads to a comprehensive list of admissions contacts, including phone numbers and e-mail addresses.

* Seasonal snapshots. Site visitors can get a sense of what the school looks like year-round via the site's fun photo feature. It allows students to choose a season in which they would like to view the school--a clever addition for prospective applicants.

* 3 clicks away. With just three easy clicks of the mouse, a visitor can apply to the school online, apply for financial aid, get her course schedule, and access student records. It's smart to make these important services so accessible.

* Convenient search engine. Lazy viewers are in tuck because the Web site's search engine is so helpful. Located right where it should be (upper right corner) it is accessible from any page.

* Unbiased advice. The section on Planning for College does a nice job of remaining neutral as it discusses how to choose a college. Enrollment in Michigan State is not pushed, which is refreshing.

NEEDS WORK

* Info gap. It's difficult for students and counselors to find information on SAT and ACT scores on the site, other than the range of scores the school is looking for. Important questions remain unanswered, such as: Are SAT II tests recommended? What is the latest date a student can submit his score?

* Green overkill. While green can enliven a site, this one's simply too green. Yes, school colors should be incorporated--judiciously.

* Lifeless visuals. Based on the site's photovisuals, you'd think the campus was devoid of students. What visitors mostly see is buildings, facades, and barren walkways. Where are the people on this campus?

* Needs proofreading. The site could use a copy editor. There is a reference to "College of Art and Letters" that should read "College of Arts and Letters." The site also advises that students must have "an average ACT score 24.2" rather than "an average ACT score of 24.2." Okay, these may be minor grammatical errors, but they reflect a lack of care taken with the text.

* Unbalanced menu. The items listed in the left-hand menu are not of equal weight. Some menu options seem more important than others, and the entries are arranged in four unclear groupings. But the menu should be "just right," since it appears consistently, throughout the site.

* Mysterious mascot. The home page fails to identify the Spartan as the school's mascot. The large "S" and the Spartan helmet that appear on the pages or are faintly discernible in the background could be perplexing to an out-of-state student.

* Column strategy unclear. The three columns featured on the home page--MSU Today, Campus Events, and Spotlight--are titled in such a way that they could actually cover the same or overlapping information. And as it turns out, two of the columns--Spotlight and Campus Events--are indeed similar in content.