EduWeb Summit 2025: Transform Your Higher Ed Website Into a Brand Engine

Prospective students aren’t just browsing your site. They’re evaluating your institution. They’re wondering: Is it worth my investment? Will I be supported here? Does this place get me and where I’m trying to go?

In Ken’s recent presentation at the eduWeb Summit, “Brochureware to Brand Engine: Rethinking the Role of Your Website,” he explored how colleges and universities can better connect with the new generation of students by rethinking their websites. Here are the key takeaways:

Understand Who Today’s Students Really Are

Generation Z isn’t easily swayed by generic messaging. They grew up in uncertain times, are pragmatic and debt averse, and want to see real return on their investment. They still believe in higher education, but they’re skeptical. Your brand and website need to show, not tell, what your institution stands for and how it supports students through every step of their journey.

Speak to Their Journey

To engage today’s students, your messaging and digital experience should address:

• Anxieties: Be honest about the challenges students face and how your institution supports them.
• Identity: Reflect and affirm students’ diverse backgrounds, values, and aspirations.
• Transformation: Don’t just talk about enrollment. Show how your institution helps shape futures.

Rethink the Role of Your Website

Your website is more than an information hub. It is your most powerful brand platform. Here’s how to evolve it:

• Show outcomes, not just academics: Highlight what students can do with their degree, not just what they’ll study.
• Be radically transparent: Provide clear, honest info about costs, aid, and ROI.
• Center student voices: Feature authentic testimonials, stories, and videos from real students.
• Prioritize support services: Make resources easy to find and hard to ignore.
• Design for students: Avoid staff-focused navigation. Structure content around what prospective students actually care about.

The Truth? They’re Not Disinterested. They’re Smart.

Today’s students are quick, curious, and know what they’re looking for. Make sure your website is ready to meet them where they are.