University Website Essentials: 11 Features That Improve Engagement and Accessibility

A university website does more than deliver information — it sets the tone for your entire online presence. It’s often the first interaction prospective students have with your institution, and it plays a critical role in keeping current students engaged, supporting inclusivity, and reflecting your brand’s values and strengths.

From recruitment to retention to alumni relations, your site needs to work hard behind the scenes. That means prioritizing functionality, meeting modern accessibility standards, and delivering a strong user experience for everyone: students, parents, faculty, and visitors alike.

In this guide, we’ll break down 11 essential features every higher ed website should have to improve engagement, strengthen accessibility, and make a lasting impact.

Every university has a website with content tailored to its specific programs, audience, and goals. However, students have come to expect certain features that nearly all excellent school websites share.

A website could have the best content in the world, but users need to be able to find it for the site to succeed. 

One of the top priorities for any higher ed website is a well-structured, logical navigation system. That includes intuitive menus and site maps, clearly labeled pages, and rich links between related content. 

The goal is always efficiency: users should be able to reach their destination in as few clicks as possible. One effective way to evaluate this is through usability testing — give testers a specific task and track how many steps it takes them to complete it. This simple method can quickly reveal what needs to be improved within your site’s structure. 

Accessibility isn’t just a best practice — it’s a legal requirement under the Americans with Disabilities Act (ADA), and a fundamental part of building an inclusive digital experience. 

To meet these standards, schools should follow the Web Content Accessibility Guidelines (WCAG), which offer detailed recommendations for making digital content usable for people with a range of disabilities, including hearing, vision, mobility, and cognitive differences.

An accessible design ensures all users can navigate and engage with your site, which not only improves functionality but also reflects your institution’s values around equity and inclusion.

In addition to a strong site structure, a reliable internal search engine is key to helping users find what they need quickly.

Even with easy navigation, some users will prefer to search for specific content. A user-friendly search engine helps visitors access less prominent information, older content, or department-specific resources they might not locate through the main menu. It’s especially useful for current students who frequently return to the site for detailed or niche information, such as forms, schedules, or policy documents.

When students begin researching colleges, they often browse dozens of higher education websites in a short time. A memorable homepage makes a strong first impression and helps keep your institution top of mind as students compare their options.

Strong website design does more than look good — it guides users where you want them to go. A bold, well-placed call-to-action (CTA) can encourage prospects to take the next step, whether that’s scheduling a tour, starting an application, or exploring programs.

Just as important: the homepage must stay current. Outdated information can confuse and frustrate visitors, especially prospective students trying to connect with your campus.

There’s nothing quite like stepping onto a campus and instantly feeling at home. While the digital space can’t replicate that physical experience entirely, a great university website can help bridge the gap. 

An interactive virtual tour can bring your campus to life online, highlighting its history, culture, and key landmarks. It gives visitors a sense of your institution’s story before they ever set foot on campus.

Interactive campus maps are just as valuable. They create a dynamic, accessible way to explore the layout of your property, helping students find parking, navigate game-day traffic, or locate important resources like dining halls, academic buildings, and student services once they arrive.

Campuses are buzzing with events, but it’s easy for students to miss them if information is scattered across platforms. A centralized, integrated event calendar keeps everything in one place, helping students stay informed and encouraging greater participation.

With one primary point of reference, students can find everything from registration dates and club meetings to weekend social events. No more missed deadlines. No more wondering when the next Mario Kart tournament is happening.

Academic programs are the heart of any university, but many program webpages fall out of date. These pages typically include details on staff and faculty members, required courses, and career outcomes — all crucial for helping students make informed decisions.

The issue? Responsibility for updates often falls on individual departments, which may lack dedicated digital marketing staff to consistently maintain website content.

To solve this, schools should establish a system for regular reviews. Whether managed by a central marketing team or supported through clear training and workflows, program pages should always reflect the most current and accurate information.

Helping students understand how to apply, enroll, and afford higher education is one of the most important roles a college website can play.

Admissions and enrollment information should always be front and center, ideally as the first thing a prospect sees when they land on your homepage. It’s common (and smart) to feature a clear “Apply Now” CTA in a prominent location.

Equally important is visibility around financial aid. As one of the most complex and anxiety-inducing parts of the application process, clear and transparent financial aid information builds trust and empowers students to take the next step.

Social media is one of the most active and timely communication channels for colleges. It reflects what’s happening now, from student achievements to last-minute event reminders.

Integrating your social media feeds with the news section of your website keeps your content fresh and relevant. It also helps potential students and families see the energy of your institution in real time — without having to leave your site.

Even the most comprehensive website can’t answer every question. That’s why clear, easy-to-find support options are essential.

Make sure visitors can quickly locate contact information, live chat tools, or help request forms, especially for departments like admissions, financial aid, or IT. For current students, accessible support builds confidence and connection. For prospective students, it reinforces the message that they’ll be supported once they arrive.

A well-designed university website informs and creates connections. From supporting current students to welcoming future ones, the strongest sites are built around thoughtful website features, inclusive design elements, and an experience that reflects the heart of your institution.
Concept3D helps colleges and universities bring that vision to life. With tools like interactive maps and centralized event calendars, your website becomes more than a digital hub — it becomes a dynamic tool for recruitment, engagement, and day-to-day functionality across your entire community.