Web Strategy and Development Blog

Update the COVID-19 messaging on your website

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Web Press editors:

Have you posted a COVID-related notice or update on your website in the last 15 months?

It’s probably time to remove that messaging.

With campus returning to normal this fall, COVID policies are expiring.

You’re encouraged to review your site and assess any COVID-related messaging. This may include mask requirements, virtual appointments, online classes and more.

Contact us if you need help.

Removing or updating your COVID messaging is a great way to keep your audience and website visitors informed.

Other best practices

The latest on academic website redesigns

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Over the past year, many of Missouri State’s academic websites have undergone redesigns.

Here’s a recap of what we’ve done and what’s ahead.

MCHHS websites

As part of a comprehensive marketing project with the college, many of the redesigns have focused on the McQueary College of Health and Human Services and its departments.

We started with the college site and went from this:

Homepage of former McQueary College of Health and Human Services website.
Previous MCHHS homepage.

To this:

Homepage of McQueary College of Health and Human Services website.
New homepage highlights MCHHS’s degree programs.

The new MCHHS website went live last fall.

By the numbers

The success of the MCHHS redesign is shown in the numbers.

Through Google Analytics, we compared a three-period for the website: pre-redesign and post-redesign.

Highlights include:

  • The removal of outdated pages cutting down on unwanted or misguided traffic.
    • Bounce rate is down from 83% to 28%.
    • Session duration is up from 1:09 to 1:32.
  • Site traffic is more qualified. Our users are more likely to find what they need. Top page views were:
  • Major reduction of bounce rates on all devices. Especially mobile (reduced to 29% from 87%).
  • Pre-redesign, there were top referrers that looked to be internal (Word, Teamwork) and now those referrers are what they should be: Google, search.missouristate, direct, Twitter, Facebook.

Going forward, we plan to continue emphasizing analytics in our redesign strategy.

More on MCHHS

We’ve also completed recent redesigns for two MCHHS departments: the School of Nursing and the new public health and sports medicine department.

These new websites feature the key aspects of our redesign strategies over the past 12 months:

  • Concise, SEO-friendly messaging (using terms like “major” and “degree” more often) on the homepage and program pages. Example: BSN-Completion for nursing.
  • Prominent call-to-action (CTA) buttons.
  • Less clutter overall and a more more-friendly website.

Over the next 18-24 months, all department websites under MCHHS will undergo redesigns.

Other redesigned websites

Key highlights for journalism program on media, journalism and film website.
The journalism section of the redesigned media, journalism and film website. Each degree program on redesigned sites has a “Why earn this degree?” section that uses photography to highlight its unique aspects.

Through the academic website project, several other departments and programs have undergone redesigns over the last year as well.

Defense and strategic studies got a much-needed refresh. The new website highlights DSS’s unique programs and location (Washington, D.C.)

Other redesigns since 2020 include:

What’s ahead

The COVID-19 pandemic has slowed down our redesign workflow.

In the coming months, we’re hoping to pick up our usual pace and continue these redesigns, which we normally rotate among Missouri State’s eight colleges.

Learn more about the Academic Website Project.

Recap: Making Your Statement in a Digital World

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Web strategy and development staff members Kai Raymer and Erika Brame delivered a half-day training session Feb. 8 on digital marketing.

Whether you attended or couldn’t make it this time, here’s a recap and a chance to download slides and view video from Making Your Statement in a Digital World.

Key takeaways

Readability

Readability: The ease with witch a person can understand written content.

  • Two keys for readability: Concise text and scannable layout.
    • Use simple words and short sentences. Use headings so people and software can scan your content.
  • Write inverted pyramid style, not chronologically. Put the most important information near the top of your story, content and/or website.
  • Tools like Hemingway App and Yoast SEO can gauge and test the readability of your content.
  • Aim for a 6th-to-8th grade reading level for your content. Most people read at that level.
  • Prioritize what goes on your website. Don’t clutter. The more content and links you have, the less important everything becomes.
  • Know that readable content can help you:
    • Reach more people
    • Increase what they understand
    • Get them to act
    • Save money
  • No one wants to put extra effort into reading. Even smart people (deans, department heads, graduate students etc.).

Download readability slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Social media

  • Share human – don’t be afraid to act like a human and interact with your audience one-on-one.
  • Set up a Facebook business account where people can find your contact information. Be prepared to respond to their questions.
  • Facebook ads can be helpful but use with a strategy for want you want to accomplish.
  • Third party platforms can help teams collaborate and offer insightful analytics.
  • Keep it simple. Not everything goes viral and that’s ok. Keep interacting with the audience.

Download social media slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Accessibility

Accessibility helps people with disabilities or limited abilities better use the web.

  • Think of your website as a public space. Make accommodations for all users.
  • Not following accessibility standards could lead to lawsuits or legal trouble. Higher education websites are often targeted for accessibility issues.
    • Following accessibility standards will make your website better. You’ll improve SEO and reach more people.
  • Three staples of accessibility: alt text, headings and descriptive links.
    • Alt text is the text equivalent of a photo. Imagine you were describing the image to someone via text message or phone call.
    • Headings are vital for screen readers and give all visitors an easy outline of your website.
    • Descriptive links explain what the link offers. You shouldn’t have to read surrounding content for context. Don’t write “click here” for your links.
  • Use tools like WAVE and the Web Press accessibility checker. They’ll find accessibility issues on your website.
  • Follow our ongoing Accessibility blog series for the latest tips and strategies.

Download accessibility slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Video

  • Think visual – when on location for an event share raw photos, but when promoting the event utilize photo services to help boost your presence.
  • Video is king across all platforms. Be sure to add captioning for accessibility and to increase views.
  • Measure your success based on the goals your team sets: more followers, increased engagement, more views, etc. Keep a log of your analytics so you can compare data from previous years.
  • Start thinking of ways you can add video to your workflow. Start slow and make goals for yourself for when and how often you want to post videos.
  • Don’t backlight your subject. Let the natural light work for you, not against you.

Download video slides (PDF)

You need Adobe Acrobat Reader to view and print these documents.

Watch on Zoom

For the first time, we live streamed the training through Zoom.

Watch the replay

Improve your digital content strategies

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You’re invited to Making Your Statement in a Digital World on Feb. 8.  Join us as we cover best practices for websites, blogs and social media.

Please register on My Learning Connection via My Missouri State. You’re welcome to bring a laptop and/or mobile device.

This is a terrific opportunity for MSU faculty, staff and students who haven’t previously attended this training session.

Key details

Attend on Zoom

Can’t attend in person? Join a live stream of the training session via Zoom.

About the session

You’ll learn practical strategies for managing websites, blogs and social media. We’ll answer questions like:

  • How do we repurpose our website and blog content and distribute it on social media?
  • What do users want my website, blog or social media to provide?
  • How do we become better strategic storytellers?
  • What are some tips and tricks we can use to make sure our site accessible and readable for all users?
  • How do we manage messaging on multiple social media channels?
  • What are some advanced strategies to increase our effectiveness on Facebook, Twitter and Instagram?
  • How can we best leverage photo and video content?

Meet the trainers

Erika Brame, web strategy and development

Kai Raymer, web strategy and development

3 simple tips for improving your headlines

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Strong headlines are vital. They’re the billboards for your content.

Consider the classic 80-20 rule. For every 10 people who find your headline, eight will read the headline but only two will read the content.

Strong headlines entice your audience to keep reading.

You write headlines for many things: websites, articles and blogs, emails, social media and more.

Here are three basic tips for headline writing.

Know your audience, purpose and platform

Who are you writing for? What’s important to them? Why would your content interest them? Nick Usborne asks these questions, and others, as a starting basis in his Udemy course for headline writing.

If you know these answers, it’s easier to connect your audience with your content.

Audience/purpose: Your audience wants to know what’s in it for them. What will they get from reading your content?

Quality headlines suggest a benefit or gain.

Take the title of this blog post, for example. A very small time commitment (reading three simple tips) for a valuable outcome (improving your headlines).

Platform: Adjust your tone and style for the platform. Writing for alumni on Facebook is different than writing for current students on Twitter or Instagram.

Give direction or request action, but be brief

Guide your audience.

When we write headlines for the university homepage, we’re trying to get you to do something. We aren’t just making announcements or posting news releases.

Homepage of missouristate.edu showing featurette examples

These headlines typically begin with a verb or one of the five Ws: who, what, when, where and why, along with how. We want to give you an action to take, or help you learn about something.

Favor brevity and know your platform. Verbs are your friend. Long headlines with complex words are not.

Practice, practice, practice

Your first version of a headline won’t be your best headline. Try again. And again. And then maybe a few more times.

Upworthy writes 25 versions of a headline for each article. Try it.

Short on time? Even if you only write a dozen potential options, you’ll come up with a more effective headline than that first version.

In summary

There are many more tips for good headline writing not mentioned here.

Google “Tips for better headline writing” and you’ll have an endless amount of insight.

But these three tips should give you a start for improving your headlines.