Website

UM’s website content strategy was formulated on the basis of extensive research and interviews with the website’s users, including staff, researchers, and (prospective) students over the course of 15 sessions during which over 200 people were interviewed. Central to these interviews were the actual questions users have and methods to provide concrete answers to these questions through web content. The term content includes everything you find on a website: photos, illustrations, info graphics, video, and text. Our website content contributes to UM’s goals, reinforces our online brand identity, ensures a customer-oriented focus, and enables proper channel management. Within our content strategy, the following user ‘tasks’ have been identified. Our website and media channels should be focused on providing the best possible support.

Whenever you’re writing a text, ask yourself: What should the user do with this information? Which task are you supporting with your text? How do you incorporate the goals of the university? What will make it typically ‘UM’?