Your Higher Education Marketing Link of the Week… Colorado College: Top Tasks Home Page… 14 October

Home Page Navigation Highlights 25 Task Links


Most higher education home pages still use audience-based navigation on the home page and throughout the site: Prospective Students, Current Students, Alumni, Faculty & Starr.

Most website visitors, however, are not looking for a particular audience. Instead, they have a task in mind and want to complete it as quickly as possible. And the best way to do that is to give prominent position to words that match as closely as possible the tasks that people coming to a site want to complete.

Colorado College does just that on desk top and lap top views with 5 prominent headings that you can scan in less than 5 seconds:

  • The Basics
  • Academics
  • Live at CC
  • Admission & Aid
  • News & Events

Underneath each heading are 5 easy-to-scan links that take people quickly to the task topic. And so we have a total of 25 links presented without clutter, drop down menus, or distracting animation. Clear. Quick. Simple.

On Mobile: Priority to Search

If you start your visit on a smartphone, you’ll first see a search box so you can type in your priority task. I found it worked quite well for “majors” and not quite as well for “scholarships.” The “Show Navigation” link will bring up the 5 headings used for larger screens. Here the font size might be a bit larger for a quick scan.

Speed on Google PageSpeed Insights is a respectable (by comparison with other sites) 69/100. User Experience is an excellent 99/100. It would likely be lower if the 5 primary headings were immediately visible.

Follow the Link of the Week

To see a higher education home page that breaks from the usual audience-based navigation paths, visit the Colorado College home page.

Original Link of the Week Page

Regular readers will notice that we are again posting a Link of the Week selection within the blog. I’ve decided to continue posting new Link selections here. Each week’s description is available to future visitors and the blog is searchable.

To review earlier selections for 2016 and previous years, visit the Link of the Week Archive page.

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