the university application season is finally over, at least for myself. a few weeks ago, I transferred my deposit to the university, placing the last dot on the essay of such a journey. in the process, I learned a lot about myself and about universities that jumped in and out of my college lists, as well as what makes them stay.
while ranking is definitely a go-to place when it comes to researching schools. I realized that what matters in the end remains your philosophy and values in life when it comes to education and all this. we accept the love we think we deserve, we also accept the education we think we deserve. in other words, we choose what we think "education" is. the thing that makes up the character of a university is its philosophy, and this is what makes some schools' philosophy better than others.
let's admit this, researching universities is a pain in the ass, especially for international students like me. with time-constraint and no offline tours, it seems impossiblee for students to place the trust in a university to handle their next four years with care and grace. so without the aforementioned resources, the website is definitely the place where students spend the most time on to learn about the school.
this is what I learned after roaming through websites during my application season. I also visited websites for top schools like those of ivy league to see if there were any difference.
now, brace yourself, and get ready to look at top fails that university websites had.
#1: not having a clear message
university news
I don't really know what universities are trying to say when they present news to prospective students, like who got promoted to president and whether that person had a PhD from a top university. students don't need that, we want to feel cared.
too much information
there're universities that give me the feeling that they're going through an existential crisis of some kinds. they have too much information, and they clumsily lay them out on the introduction page. some of them now have this GIF thing that immediately plays as soon as the page finishes loading. I swear I saw so many things, but none of them in sufficient depth. I saw some athletics, some academics, some financial aid, but I have no motivation to continue exploring, as none of the many footages give me a sense of curiosity.
#2: trying too hard to impress
superficial statements
similar to college essays, the worst thing you can do is saying you are this and that without any evidence to back it up. I'm sick of reading "X university is a distinctive, diverse, leading university with intellectual rigor, world-class professors, campus of stunning beauty, and wide alumni network." every university can say that. every university can tell you that there is a lot of things to do in the town they're located in, that they give a lot of financial aid, that they care. every university can take photos of smiling students. but none of them makes me feel like they're what they think they are.
too much numbers
while numbers do a better work at proving than superficial statements, having too much numbers can make students feel like your university is just about numbers and results. students don't want to get in your university just to move up the rankings. students want to feel cared.
research
the worst way you can present this is by showing a brief footage of a *diverse* student using a volumetric flask or adding some color to the water. if you do research, then what exactly? research is a powerful tool, but only when you use it in the right way.
and now, moving on to top successes.
#1: let students take the lead
if you can't have a clear message, have none at all. like bowdoin.
what makes me love bowdoin's website the most is the simplicity. as you slide through the website, the photo changes from color to black and white and vice versa. when you really let it sink in, it make you think about the nature of time and really set the tone for the entire exploration. bowdoin doesn't boast. bowdoin doesn't play it loud. bowdoint doesn't try to feed you with achievements or their impact in the world, bowdoin just want to have fun. and that's important. after letting the students play with the slider long enough, bowdoin shows off modestly and elegantly with The Offer of the College.
seriously, after reading this, I even considered applying to Bowdoin at some points. although I eventually didn't for personal reasons (don't think I can thrive here), I ocassionally revisit this website to remind me what education means in life.
while some elite college still suffer from "I am X" syndrome, some of my favorite don't try to prove anything. they just chill out. just state your name like Stanford and let students do the job.
the best thing about letting students do the job is spontaneous trips of exploration. I remember roaming around the Chemistry and Philosohpy department website of Bryn Mawr College and getting to know professors by reading Rate My Professors reviews, their website, their account, their personal research and what their interests are.
if there is any constant that makes me stay with a college, it's definitely its people. not it rankings, not its endowment, not its superficial diversity.
#2: say THE thing
never underestimate the potential of a good webstie design, it's the chance for universities to show students what their priotities, philosophies, and values are. health is a good one, Harvard.
#3: have "you" statements, not "we"
Bowdoin did this beautifully in The Offer of the College. however, Hamilton also did this just well. students are tired of hearing what colleges are, they want to know what they can do at the college, for themselves, not for the colleges alone.
closing remarks
I know that I've been overly critical and dramatic over website designs, and that the website isn't the only deciding factors when it comes to committing to a university, but it's the first impression. while other factors such as texting to university students and interviews can greatly help humanize the process, it's worth trying to work on the website. start with less, with the bare minimum. have a clear message. chill out, don't try too hard to prove. let students do their job. there you go! it's honestly not that hard.
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