With marketing goals that likely center around increasing the institutional profile, it’s not surprising that every marketing pro in higher ed wants a website that is distinctive. During my nearly five years at mStoner, most higher ed communication professionals I meet with take it a step further — they want a website that is different from every other higher ed site.
Different is not synonymous with great. Different does not guarantee more applications from right-fit students. Instead, I suggest focusing on making your website memorable.
Your website is a surrogate. It makes a first impression late at night when a 16-year-old is narrowing his college choices. It reintroduces you to a Class of ’68 graduate who takes a quick trip back in time after friending her college roommate on Facebook.
[Tweet “Memorable communication involves risk. Here are 4 tips for a more memorable site. #mStoner”]
Those suggestions make sense, right? If so, why are marketing and web teams fighting an almost daily battle against sameness on the website?
In an effort to appeal to everyone (and no one!), we often sound like everyone else, and we avoid staking a claim. Here’s some advice:
Not everything is a differentiator.
Nearly three years ago, I wrote about the Monster’s University website and video as demonstration that our messaging to prospective students is so similar, we’ve become a stereotype. Remember, certain things are table stakes; for higher ed, high-quality academics, committed faculty, and a welcoming community are the minimum price of entry. You have to say more, and you have to talk about your differentiators in a different way.
“Wisdom, experience, morality, critical thinking, creative problem-solving. This is what Fordham students take into the world.” (About Fordham University)
“Your pursuit of greater truth starts here. We’ll push you to be better, to think clearly on your own and to seek higher meaning in the service of others. We won’t be shy about it.” (Academics at Saint Louis University)
Generic language is boring.
We tend to avoid bold statements in higher ed. But generic, vanilla language doesn’t reveal brand personality, and it doesn’t engage the reader. The right words and phrases are tools for creating an impression; they help you stand out.
“William & Mary is an academic powerhouse.” (William & Mary Academics)
“So, you’re looking for world-changing research. So, you’re looking to make a difference through service. So, you’re looking for a really good po’ boy. You’re in the right place.” (About Tulane University)
Key Takeaway? Let’s worry less about being different and worry more about being memorable to those who land on our websites ready to be influenced by the first impression.