Content written by Rodney Alsup and published by the MBA News Digest.

Graduate business program websites need constant upkeep. As a frequent visitor to program websites, I see great websites and I see some that have room for improvement. Yet, one thing they often have in common – the lack of a prominently displayed site search icon or window on each page of the website. Making sure the site search icon is displayed prominently on each page is the 2nd best thing you can do to improve your program’s website.

What Have I Observed About Program Websites?

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Here are a few things I have found over the past few months:

  • The University or B-School home or landing page has a well-placed and easily identifiable site search icon or window, but the program does not.
  • The program homepage displays the icon or window as a main menu bar dropdown (visitor has to know where to look) or in the page footer (visitor has to scroll down to find).
  • When the search icon or window is displayed, the color and size often blends in with the page or menu background which means it can be overlooked.

Why is the Site Search Function Important?

Webpage visitors are impatient and intolerant of poor website design. When they can’t find what they are looking for in a few clicks, they will likely resort to using site search find it. If they can’t find what they are looking for and they do not know how to do a site search from their browser, they will leave the website.  Visitors that are likely to use the site search function are individuals that:

  • May not be familiar with program names or graduate business school terminology.
  • Have a low tolerance for poorly designed Websites.
  • Know exactly what they are looking for and don’t want to go through the menus.
  • Are looking for a specific person often search rather than looking for the faculty/staff directory.

May I Make Some Suggestions?

Here are a few suggestions:

  • Review your program’s webpages to see if they include a site search capability.
  • Make the site search icon or window is visible and easy to find.
  • Use site search reports in Google Analytics to learn how users are using search on your site.
  • Use the site search report information to learn what you need to do to redesign your website.

What is the 1st Best Thing You Can Do to Improve a Program’s Website?

I know, the minute you read the title of this article you started thinking about the 1st best thing. So, what is the 1st best thing? In my opinion, to design the website for lead generation is the best thing program managers can do to improve their program’s website.

Join the Conversation!

Question: Do all of your program’s webpage have a prominently displayed site search icon or window? Is your program website designed for lead generation? Click here to share your response or email me at RGAlsup@MBANewsDigest.com if you prefer to respond without sharing.

Rodney

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