When creating content for your website, remember that your goal is to tell the school or department’s story through content, photography, and video. Your website should reflect the goals of your school or department and address the needs of your web users.
Focus & Audience
Audiences
One of the keys to writing effective content: Determine who your audience(s) are and keep them in mind at all times.
Examples of primary audiences
- Prospective undergraduate students + their parents
- Prospective graduate students
- Current IU students who may be seeking a major, minor, certificate, or course
Examples of secondary audiences
- Donors + Alumni
- IU faculty + staff
- External audiences: media, colleagues, peers at other institutions, and government agencies
Key message
Develop a key message—a sentence that explains what a user can expect from your school or department. This idea, along with other key messages identified in your content strategy, should be integrated into the content.
Give (brief) context to each page. Remember, users are not likely to start at your home page and navigate through your site. They’re more likely to arrive on a random page via a web search.
The College of Arts