Website Strategy

From showing up in search engines to capturing a reader's attention, on the internet, content is the key to a successful website.

If you are interested in developing a plan for your webpages, feel free to contact the Internet Team at webteam@pacificu.edu. We are happy to meet with you to help design a strategy.

Determine Audience

Keep in mind that most users on the Pacific University website are younger, technology-saavy people. The internet is a universal part of their daily lives and they expect needed information and services to be accessible online. These digital natives are equally likely to view the website on a smartphone as on a full-size browser.

The website is designed to precisely target specific audiences through a division of content. The area where this design is most noticeable is in academic content, which is separated into "future student" and "current student" areas.

Each area of study exists in both locations, but should contain different content. Admissions information is provided in the future student areas, while information on academic resources live in current student areas. Information for alumni does not belong in academic areas targeted to prospective or current students; units should work with Alumni Relations to provide resources to this audience.

Decide on Goals

Are you trying to simplify your pages or provide more robust content? If you want to improve your webpages, you need to decide what to focus on.

Identify Key Areas

The left red menu should reflect the key areas of your webpages. What are people looking for? What is the most important information for your users? These key areas will become top-level subpages.

Develop a Framework

Once you've identified the most important information, you will need to develop a framework that reflects the key areas. A framework outline can help sort content into pages and subpages. The top level of pages in the left red menu should reflect the key areas identified. Subpages provide more detail within a key area. Make sure there are at least three or more subpages within a section to avoid creating a new menu unnecessarily.

Example of a Webpage Framework Outline

I. Internet & Online Communications (parent page)

  1. Pacific University Website (top-level subpage)
    1. Website Strategy (second level subpages)
    2. Website Management
    3. Web Editor List
    4. Web Editor Resources
  2. Social Media
  3. Blogs & External Sites

Once you have created a framework, you can always send it to the Internet Team at webteam@pacificu.edu to receive feedback and advice on next steps. Larger reorganization plans will need to be added to our project list.

Work on Content

Based on your audience, goals and key areas, create content designed specifically for webpages. Use a clear, consistant, contemporary style of writing and avoid large blocks of text. Keep it concise — most users skim webpages to quickly find what they are looking for. Check out the brand standards guide, or the writing for website tips. Depending on your goals, you may want to optomize your content for search engines.

Plan for Long-Term Webpage Management

Unlike publishing a print piece, a published webpage is never finished. Over time, content will need to be refreshed and updated to keep webpages accurate and relevent. Website management is just as important as website strategy.