As a Web consulting company, we spend almost every day talking with college/university administrators about their websites. I might ask a prospective client, “how do you feel about your website?” or “is the site effectively meeting the university’s objectives?” Frequently, marketing directors will candidly admit that their websites ‘need help’ or ‘ought to be refreshed’, but they aren’t doing anything about it.

Often, these executives run into a common problem: they don’t know where to start. There may also be variations of this challenge. For instance, many colleges distribute ownership of the website across many different departments, so it can be difficult to get people ‘on the same page’; most university administrators have busy schedules during the school year and just can’t find the time to make long term plans for the Web.

Whatever the obstacle is, please know this: if you’re a higher education executive who’s responsible for the school website, you cannot afford to put an underperforming website on the backburner.

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