A website is most effective when it leverages four key components:
- High-quality content that is relevant to the audience.
- Ease of use, navigability, and accessibility, regardless of the visitor's device or browser. This includes ensuring the website is accessible to people with disabilities, such as those who use screen readers or have limited mobility.
- Search engine optimization (SEO) so that visitors can easily find the website.
- Adherence to a unified brand strategy, which helps leverage the reputation and authority of the parent organization (WashU) and creates a consistent and professional look and feel.
The fourth point is relatively straightforward: University MarComm has established guidelines for fonts, colors, and logos that are to be used across all of WashU’s external-facing communication channels (including websites that are not password protected). These elements visually reinforce – and leverage – the WashU brand. It is also important to note that these elements have been chosen because they work well across a range of digital devices and environments, and they comply with accessibility regulations.
WashU FONTS Color palettes Logo use guidelines
Web Accessibility
Web accessibility is a vital aspect of website development that ensures equal access to information for all users, regardless of their abilities. This encompasses individuals with visual, auditory, physical, speech, cognitive, and neurological challenges – but often benefits a far wider audience. At Washington University, we are deeply committed to inclusivity, as reflected in our Electronic and Information Technology Policy. This policy aligns with Section 504 of the Rehabilitation Act of 1973 and Title III of the Americans with Disabilities Act, aiming to provide equitable opportunities for individuals with disabilities to access services and information on par with their counterparts. We strive to ensure that every person, regardless of disability, can engage fully in our digital spaces.
Website Layout/Structure for SEO
The current and any future WashU A&S website themes and templates incorporate essential SEO features, including technical optimizations and architectural elements that enhance page load speed and web crawler efficiency. Additionally, our websites provide additional features that require editors to follow SEO best practices, such as adding metadata like alt tags, image titles, and headings. By combining these metadata pieces with our site's technical features, search engines better understand your content's context and relevance, ultimately resulting in improved search rankings.
Brand Adherence for Greater Audience Engagement
Adhering to the university's branding guidelines when designing your web pages can significantly impact your research website's credibility and trustworthiness among visitors. Embracing an established brand identity by following a unified brand strategy will enhance your website's visibility in searches, making it more appealing to peers, faculty, students, donors, and sponsors. Consistently following the branding guidelines ensures a polished and professional appearance for supporting websites, reinforcing their authority and impact.
A number of primary and secondary color palettes are available to use on WashU branded websites – as well as a number of fonts. A&S Computing and A&S MarComm suggest that you engage with us early in the design process so we can help you pick the best color and font choices.
Benefits of a unified brand strategy:
- Increased brand awareness, online credibility, recall, and recognition
- Improved online and offline reputation
- Reduced marketing costs through leveraging the overarching brand identity
- Enhanced customer experience, satisfaction, and trust
- Improved search engine quality scores
Working with A&S Marketing and Communications
Collaborating with the A&S Marketing and Communications and A&S Computing teams during the initial stages of the design of your web pages can yield significant advantages:
Tailored brand identity: Our teams can assist in developing a brand identity guide that maintains alignment with the overarching university brand while giving your research a distinct image.
Effective marketing materials: By working with marketing, you can identify the necessary assets to create marketing materials that adhere to the university's branding guidelines. These materials can effectively promote your research brand through vetted media channels such as social media, email marketing, media releases, and other appropriate platforms.
Amplified visibility: A unified brand presence and image, achieved with marketing expertise, can enhance your university website's search visibility. This increased visibility attracts peers, faculty, students, donors, and sponsors to your research, fostering collaboration and support.