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When the time came to do some college research, Carolyn Wood skipped the phonebook-sized guides in the library and headed for the computer. Based on her academic strengths and personal preferences, she searched for colleges with strong math programs, and found several that met her requirements. After touring a campus virtually and exploring academics, activities, clubs, and organizations, she determined which schools might be a good fit.

"If a  

College web site

  was updated a lot and easy to navigate, [I] didn't get frustrated, and [I was] more apt to go back again," she says. Rensselaer Polytechnic Institute (Troy, NY) caught her eye, and eventually became her school of choice.

Colleges are aware of students' tendencies to do serious cyber-shopping for a school, and are working hard to ensure their online offerings make the techno-innovative grade.

Getting Your Attention
Understanding what students are looking for is key in the development of a successful academic Web site, says J. Todd Bennett, associate director and eManager of marketing and communications at the University of Miami (Coral Gables, FL).

You know all about computers and have high expectations, he notes, so if you become mired in layers of information about the school when all you want is the course schedule or sports activities, the experience can get frustrating.

"We have to compete against America Online, MTV's Web site, the Gap, and all these other commercial sites that are also vying for the attention of the same group of students," he says. "Universities are trying to catch up, and the business model is changing."

What's in a College Web Site?
You know what you want. Good sites aim to represent the school, its mission, philosophy, and strengths. Many consider a school's site a cyber reflection of what it has to offer. Paul Hemingway, director of marketing at Keuka College (Keuka Park, NY), understands that. "We have a hands-on learning environment, so we try to emphasize that on the Web site," he says.

Plus, to maintain the interest of prospective students, Keuka utilizes the latest technology, including introductory splash pages. "The students we're attracting -- 17- and 18-year-olds -- have grown up with the Internet and technology. These are very audio- and visual-intensive pages that appeal to their senses," he explains.

Frequently updating the information -- at least a few times each week -- keeps the site fresh and the content current. Keuka provides a message board as well as instant messaging capabilities so students can communicate with admissions counselors at any time during the day. "We're trying to open the lines of communication," says Hemingway.

Going Global
For students who don't have the option of visiting campus, the Internet has the ability to shrink global reach and bring any school to their fingertips -- literally.

"Each year, about 20 percent of our entering class consists of international students, and 40 percent is from outside New England," says Katherine Bellaud, senior associate director of undergraduate admission at Babson College (Babson Park, MA).

By using its personalized service, My Babson, students have instant access to campus information as well as to other individuals. "Through this site, students can receive their application status online, find out what materials are missing from their application, and receive their admission decision as well as their financial aid package," says Bellaud. "This personalized site also gives them the ability to chat with admission counselors, current students, alumni, and others around campus."

Babson's Web site attracted Gregory Racine, a junior at Shepherd Hill Regional High School (Dudley, MA). Interested in entrepreneurial studies and hoping to attend a school near Boston with a nice campus and plenty of bicycle trails, he plugged those requirements into his electronic search.

Gregory notes that using the Internet to search for a college enables easy comparison between two or more schools. "At some sites, you can line up all the features of a school side by side," he says. "There are few questions that can't be answered online."

Easy Access
Ben Alexander, director of admissions marketing at Texas Christian University (TCU, Fort Worth, TX), reports that the Internet has become the school's number-one source for distributing information. Like most schools, TCU offers an array of electronic data, including course lists, programs, scholarship availability, tuition estimates, virtual tours, video clips, and message boards, to students searching for the perfect college.

He urges students, however, to keep an open mind during these virtual searches. "The best way to find out whether a school is a good match is to apply," says Alexander.

Greer Muldowney, a junior at Clark University (Worcester, MA), began her quest by accessing CollegeBoard.com. "Their search engine is amazing," she says. "You can look up a certain school or use certain criteria and then go to the actual site." She also found information on scholarships, SAT scores, and numerous other subjects of interest to prospective college students. Other sites, such as CollegeSurfing.com, CollegeBound.net (both owned by CollegeBound Teen's parent company, The CollegeBound Network), CollegeView.com, CollegeNet.com, ACT.org, and CollegeApps.About.com, conduct searches and answer questions about finances, applications, and other aspects of college life.

A Word of Caution
In spite of the vast amount of information online, Bennett strongly encourages students to schedule an in-person visit. "When you walk the campus, go through residence halls, sit in classrooms, and talk to students in dining halls, you get to know if that city, that campus, those people are a good fit for you. It does so much more than reading or checking something on the Web," he says.

Brian Barden, director of enrollment management at Mansfield University (Mansfield, PA), encourages an online search as the first step in the college selection process, but agrees that an on-site visit should precede any final decision.

Compare the experience to buying a new pair of jeans, he says. "They may look great on the rack and meet all the specs you're looking for, but you really don't know if they fit until you try them on."


Jackie A. Bondanza is a former writer for The CollegeBound Network. Learn more about finding a school that's right for you.

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