Improving Page Speed & UX: Update by an SEO Marketing Agency for Universities
So, you’re running a university website, and it’s all about making a great first impression. In the past, it might have been enough to have pretty pictures and a few testimonials, but times have changed. As of 2024, online performance has never been more critical. If you’ve been ignoring page speed and those elusive Core Web Vitals, it could be time for a rethink. These aren’t just buzzwords thrown around by techies for the fun of it; they’re metrics directly tied to how users interact with and perceive your site. And for universities, where competition is fierce and students have myriad choices, it’s vital your digital presence is up to par. Check out more about this with our guide on Universities SEO.
Why does it matter? Well, no one likes waiting, especially not online. A slow website can be the kiss of death for user engagement. Prospective students might be browsing your website from their phones, laptops, or tablets. If it’s slow or clunky, they’re already looking up other options before you’ve made your pitch. In the race to attract the brightest minds, a fast, responsive site isn’t just a bonus; it’s essential. So, if you haven’t checked the speed of your site in a while, now’s the time to get moving on it.
Understanding Page Speed
Think of page speed as your website’s reaction time. It’s how quickly your site goes from zero to loaded, setting the tone for the user’s experience. Page speed is influenced by a bunch of factors, like server response time and image sizes, so it’s important to stay on top of it. But remember, a university website isn’t a simple blog. You’ll likely have multiple pages, downloadable prospectuses, videos, and more. All these can impact load times. It’s about balancing all that lovely content with speed. Keeping things fast-paced might mean compressing images, leveraging browser caching, or optimising code. Doing these little things helps to make sure your users—a.k.a your future students—aren’t left tapping their fingers on their desks.
Delving into Core Web Vitals
Now, Core Web Vitals sound like something out of a sci-fi movie, but they’re crucial for webmasters. Launched by Google, these are a set of specific factors that Google considers important in a webpage’s overall user experience. There are three main metrics: Largest Contentful Paint (LCP), which checks loading performance; First Input Delay (FID), looking at interactivity; and Cumulative Layout Shift (CLS), which assesses visual stability. If your website is ticking these boxes, you’re doing well. Focusing on Core Web Vitals is a hands-on way to enhance user experience, which is a direct reflection on how seriously your institution takes digital engagement.
Strategies for Universities
Universities have unique challenges when it comes to web design. You have vast amounts of information to showcase, and different audiences to cater to—from students and applicants to faculty and alumni. One strategy to enhance both page speed and Core Web Vitals is customising content for each user type. Implementing a Content Delivery Network (CDN) can be a game changer. It brings your content closer to users geographically, speeding up load times. Regularly auditing your website to prune unnecessary scripts and plugins can also make a difference. Remember, a streamlined experience isn’t just about attracting students; it’s about retaining them once they’ve enrolled.
Optimising for Mobile
More students are using their mobile devices for absolutely everything—research, applications, and even attending virtual classes. So, a responsive design isn’t negotiable anymore; it’s expected. Google’s algorithm now uses mobile-first indexing, meaning your mobile version is considered the primary one. A slow-loading mobile site can be a massive turn-off. Focus on mobile optimisation by ensuring images and layouts are adaptable to different screen sizes, and that buttons and navigation are user-friendly. Don’t forget to test on a variety of devices; what looks good on an iPhone might not cut it on an Android tablet.
The Competitive Edge
The advantages of a fast website may seem obvious, but they do more than just keep users happy. Faster sites often get higher rankings on search engines. And if you’re using your site to attract international students, this is key. When it comes to the competition, every little helps. For universities, the standing with search engines translates into visibility and credibility. After all, a top-ranking page isn’t just more likely to be clicked; it portrays a sense of authority and trustworthiness, crucial when you’re encouraging someone to make a significant life choice like education.
Conclusion: The Importance of Vigilance
Let’s be real: getting your website speedy and sleek isn’t a set-and-forget task. The digital landscape changes fast, and so do user expectations. Running regular speed and Web Vital audits on your university’s website is just good practice. Keep in mind the ultimate goal of all these tweaks and checks is not just to please a search engine—it’s to create a welcoming and efficient online environment for everyone visiting your university’s site. The results, when you invest in speed and vitals, speak for themselves: a more engaged audience ready to explore what you have to offer.
For help navigating this aspect of digital marketing, check out our SEO management for Universities to give your site the competitive edge it deserves.
