The 7 Most Important Words on Your College’s Home Page

Scrolling through college and university home pages is a revealing exercise.  The use of photography, graphics, and story is always evolving.  Much can be learned by scanning layout and imagery decisions as well as navigation and the evolution of the all of the above over time.  But one of the most interesting factors to examine is the headline text on the home page.  On the most visible asset an institution has—its website—on the cover page, on the most prominent space in the largest type, what does it choose to say about itself?  That is indeed a telling space.

Most importantly, what does your institution choose to say about itself in those 7 (plus or minus) words?  If you look at your website now, what are those words?  How long have they been there?  Do you feel good about them?  Whether you do or do not, it can be an interesting exercise to either start over altogether or confirm those words are the right ones at the right time.

It’s also a bit of a daunting challenge to think about reducing a College’s meaning, purpose, mission, and values into 7 or so words.  If we are forced and limited to 7 words, then what about the rest of the narrative?

There’s probably not one right answer.  You can go different ways with this.  Here are some possible avenues:

• Grab attention –  Consider our friend AIDA (Attention, Interest, Decision, Action) as a framework.  Be careful, though, because this can get gimmicky if being clever begins to trump substance and meaning.
• Be aspirational – Most institutions want to inspire, which is a good thing.  But the general problem is that most schools end up saying many of the same things:  making the world a better place, the leaders of tomorrow, reach your potential, etc.
• Position yourself – This can help prospective students understand who we are and how to categorize us.  And it can also be great for SEO purposes.  The downside to this, though, is that it can come across as bland.
• Leverage brand associations – You can use the 7 words to make prospects feel something by emoting a brand association that is meaningful to them.  This typically requires a deep focus on your right-fit-student.

Ultimately, it’s important to remember that these 7 words can’t do all of the heavy lifting for you.  It’s impossible.  Instead, think of them as an entry point, not an entire communications structure.  Liken these 7 words to the U.S. Poet Laureate Billy Collins’ characterization of the title of a poem:  it’s only a front porch which invites people in.  A poem’s title, like your opening 7 words, shouldn’t be expected to sum up the composite body of work but only introduce and welcome them.

Because it’s challenging, some institutions ignore it altogether, preferring to leave it blank or use something we’ve always used.  I would argue that these 7 words—or at least the exercise to find them—is something that all institutions must wrestle with.  But taking a hard look at them can serve as a core element of your school’s overall promotional strategy.  So think hard.