This summer, gustavus.edu debuted a major reboot—a transformative step forward in how we communicate who we are and how we serve the needs of future, current, and forever Gusties. “This isn’t just a new look. It’s a whole new experience,” says Kim Frisch, vice president for enrollment management. In a rapidly fluid digital world, we know prospective students research Gustavus from the device closest to them: their phones. We also know they and their families conduct college searches online before they visit. In a cultural shift years in the making, prospective students often gain admittance to Gustavus before they even reach out. “Our digital presence must be more than a welcome mat,” says chief marketing officer Leah Wong ’02. “It must be an extension of our campus, our people, and the Gustavus liberal arts.” The new website was developed with a bold, audience-focused approach that puts prospective students and external visitors first. The result of strategic leadership from Gustavus Technology Services, Enrollment Management, Marketing and Communication—plus staff, faculty, alumni, and student partnership, it required purposeful rethinking about how Gustavus tells its story, prioritizes its audiences, and supports operations. Built with a modern, audience-first approach, the new website showcases the strengths of our institution to prospective students, families, and external visitors, while also creating a more intuitive, streamlined experience for current Gusties. The twin goals were vital: effectively share and showcase to prospective students and families the best of Gustavus in the ways in which they already seek us, and digitally serve our current community of Gusties with ease and excellence.
A WEBSITE TRANSFORMED | Here's the what—and why—of the new gustavus.edu.
Data-Informed Design. Data on how the previous site was used, as well as the current best practices in web content and digital design, provided scaffolding for the reboot.
Less Clutter, More Intention. The new site focuses on content full of bold statements and clear language that targets prospective students.
Mobile-Friendly and Accessible. The site is built to both look great and work smoothly on any device. Information is organized for easy scrolling with expandable sections so users find first things first.
Audience-Centered Design. Every page now speaks directly to those unfamiliar with our college so they may quickly discover what makes us special.
Streamlined Navigation. Majors, departments, student orgs, events, and campus services are all easy to explore. Consistency across the site makes it faster and easier for users to understand.
Redesigned Structure. Clear nomenclature and intuitive architecture improves search engine optimization; linkages between pages are explicit about when and where users are directed elsewhere.
Collaborative Content. Academic departments, administrative offices, and student organizations all contributed to creating authentic, engaging content.
A Dynamic Ecosystem. A robust taxonomy links content together, creating alternate pathways and feeding the user the newest and most relevant content at any location in the site.
