Understanding the digital expectations of Gen Z
Generation Z (born between 1997 and 2012) has grown up in a world of smartphones, social media, and instant access to information. Unlike previous generations, they expect digital experiences that are fast, intuitive, and visually engaging. For higher education institutions, this means that websites must go beyond being informational hubs—they need to be immersive, interactive, and student-focused.
As a higher education website design company, we work closely with Gen Z every day—both as part of our team and as the primary audience for many of our projects. With several Gen Z designers on staff, we bring an insider's perspective on what truly resonates with today’s prospective students. In this article, we’ll explore key higher ed website redesign strategies to ensure your institution’s digital presence meets the expectations of this tech-savvy generation.
Prioritize mobile-first design
More than 60% of Gen Z’s internet browsing happens on mobile devices. If your institution’s website isn’t optimized for seamless mobile browsing, you risk losing potential students before they even explore your offerings.
Best practices
- Use a mobile-first approach: Design for smaller screens first, then scale up for desktops.
- Ensure fast load times: Load times should be under three seconds to reduce bounce rates.
- Implement thumb-friendly navigation: This keeps key actions within easy reach.
- Use responsive design: This ensures all content scales properly across devices.
Incorporate engaging visual content
Gen Z processes information visually and prefers dynamic, engaging content over long paragraphs of text. A higher education website should keep text concise and direct, and integrate video, animations, and interactive elements to create an immersive experience.
Best practices
- Imagery: Use high-quality photography to bring the campus experience online.
- Animation: Incorporate micro-interactions (subtle animations that respond to user actions) to make the navigation feel intuitive and modern.
- Modern visuals: Utilize bold, on-brand visuals to make the website feel fresh and dynamic.
Ensure seamless user experience (UX)
Gen Z is impatient with cluttered or confusing navigation. They expect a website to be intuitive, well-organized, and easy to use. If they can’t find what they need quickly, they’ll move on to another website.
Best practices
- Simple navigation: Simplify menus and navigation to keep the path to key information clear.
- Optimize the search function: Make it easy to search, filter, and sort content on the website.
- Clear call to actions: Having clear calls to action and suggesting relevant content helps draw users to other sections of the website in a seamless way.
Highlight accessibility & inclusivity
Gen Z values diversity, inclusivity, and accessibility. A website that meets ADA-compliant accessible website design standards not only ensures compliance, but also demonstrates your institution’s commitment to all students, regardless of ability.
Best practices
- Fonts & colors: Use high-contrast color palettes and readable fonts.
- Captions & alt text: Provide alt text for images when appropriate and closed captions or transcripts for videos.
- Screen reader friendly: Ensure keyboard and screen reader compatibility of all content.
- Multi-language: Offer content in multiple languages to appeal to international students.
Optimize for SEO & discoverability
Gen Z uses search engines and social media to research colleges and universities. If your website isn’t search engine optimized (SEO), it may not appear in their searches.
Best practices
- Keywords: Use SEO-friendly content with targeted keywords.
- Page speed: Optimize page speed and mobile usability for better rankings.
- Leverage structured data: Doing so helps search engines understand and display your content more effectively.
- Implement local SEO strategies: This attracts students searching for institutions in specific locations.
Why work with a team that understands Gen Z?
As a website design company specializing in higher education, we know how important it is to create digital experiences that truly connect with today’s students. With several Gen Z designers on our team, we bring a deep understanding of what works—and what doesn’t—when designing for this generation. By combining firsthand insight with data-driven UX, accessibility best practices, and cutting-edge design trends, we help universities and colleges build websites that attract, engage, and convert prospective students.
If you’re looking for a higher education website redesign company to modernize your institution’s digital presence, we’re here to help. Contact us to learn more about our custom WordPress and Drupal website design services tailored for universities, colleges, and non-profits.
