Stories all share the same fundamental elements. They follow a narrative structure that makes it easier for readers to consume. In other words, a predictable format that doesn’t overload the audience. It’s in the details of the setting, the characters, and the plot that a story becomes unique and unforgettable. The better crafted those details are, the more they stand out.

Higher education websites use this same sort of foundation. There is a fascinating tension between balancing brand identity and cognitive load on these sites. Prospective students need to be able to easily navigate a prospective school without scratching their heads while hunting for courses or registration. In reality, most students won’t spend much time or effort doing that research; they will simply get frustrated and leave.

It’s within the user experience — shaped by the photos, color palette, interactions, and language — that a higher ed site can truly stand out and draw in prospective students — that a higher ed site can truly stand out and draw in prospective students.

Why are so many university sites the same? 

If many university websites feel like variations of the same tale, it isn’t your imagination. In storytelling, certain tropes exist because the audience already knows how to read them. This “sea of sameness” happens because schools are solving the same mystery: helping a student find their future. To do that effectively, they incorporate necessary components so the prospective student never loses the plot:

  • User Interface Patterns and Usability: Decades of web use have established familiar interface patterns—navigation and search at the top, clear buttons, consistent page layouts. These patterns exist because they align with how people scan, process information, and build an understanding while browsing. Research in how people use websites and cognitive psychology shows that familiar interfaces make sites easier to use. As a result, universities adopt these standardized patterns.
  • Legal Compliance: Beyond design trends, schools are bound by legal frameworks like Family Educational Rights and Privacy Act (FERPA) and Higher Education Opportunity Act (HEOA), which mandate that certain disclosures and data be front-and-center. This often dictates the site’s “fine print” and structural requirements.
  • Accessibility: Because many schools are state-funded, they must meet Americans with Disabilities Act (ADA), Section 508, and Web Content Accessibility Guidelines (WCAG). These laws ensure that everyone, regardless of ability, can access the information. These standards don’t dictate visual design, but they do require clear structure, predictable navigation, easy-to-understand headings, readable text, and accessible forms and media. To meet these requirements across large, information-heavy sites, many universities rely on similar structural patterns for accessibility.

How do you serve users on a mission? 

Before an institution adds a creative plot twist, they have to master the “hero’s journey” of the user. In this story, the student is a protagonist on a mission, and the website is their map. If the landmarks, like navigation and search, are hidden or difficult to understand, the protagonist gets lost, and the story ends. The foundation must be seamless so the student can reach their goal without friction.

  • Predictable Navigation: Mobile and desktop navigations should clearly guide users to the information they need to make decisions like exploring programs, understanding admissions requirements and costs, and learning about campus life and fit. Because these needs are consistent across institutions, users expect familiar navigation categories and labels such as Admissions, Academics, and About. Renaming these with creative or internal terminology can create confusion and make it harder for users to locate essential information. It’s OK to look similar here. While there’s a desire to stand out, isn’t the place to be too quirky. It’s a tool and needs to be quickly understood, or else people may feel lost.
  • Search Engine Optimization (SEO): If the story doesn’t show up in search results or AI queries, it doesn’t exist. Proper header structures, meta descriptions, and keyword-rich program pages ensure that when a student searches for a specific degree, your school actually shows up in the results. A critical part of this strategy is the need for schema, which acts as an essential framework, helping AI-driven search engines understand and display a school’s unique data.

How do you tell YOUR story within those parameters?

If the site’s structure is the story’s outline, the details are the heart and soul. Once the functional requirements are met, the magic lies in the “world-building.” This is where a school moves beyond the generic to paint a vivid picture. In doing so, you transform a standard digital interface into a narrative that a student actually wants to join.

  • Branding: Your school’s unique branding should lead the site’s visual and content direction, creating natural opportunities to stand out. In our work with Wesleyan’s Center for the Arts, for example, the campus’s iconic architecture and limestone facade inspired distinctive shapes and background patterns, giving the site a unique look and feel.
  • Animations, Motion, and Interactions: Swap static photos for subtle animations or hover states that reflect your campus vibe — whether high-tech and fast-paced or classic and liberal arts. While familiar interface patterns provide clarity and consistency, they can feel predictable. Thoughtful motion adds moments of surprise and visual interest.
  • Voice and Tone: Much higher education text content relies on formal, institutional language that can feel dry and difficult for prospective students to understand. Academic jargon and internal terminology often assume knowledge that students and families may not have. Schools can stand out by writing in clear, human language — using a voice that reflects their brand rather than relying on dense “academic-speak.”
  • Experiential Content: Instead of a generic “News” section, try featuring “Day in the Life” social-style embeds or a “Project Map” showing where alumni are making an impact globally. Prospective students want to experience what it might be like to actually walk those halls, and as a result, they often head straight to social media to see if they fit the campus culture. Incorporating a live feed of posts directly into the site is a wise move to bridge that gap and bring that energy to a homepage.
  • Photography Style: Move beyond the cliché of three students on a lawn with a laptop. Invest in candid photos and videos of your students, staff, and faculty in action. Show, don’t tell. Give prospective students an authentic sense of what it’s like to study and live on campus.

So, is sameness always bad?

Higher education websites share the same structure, but the stories they tell should feel entirely different. Similar frameworks help prospective students navigate more easily, but the details are what bring a campus to life. Lean into unique qualities such as location, alumni, architecture, student organizations, etc., to help tell your story. When those details are crafted intentionally, students don’t just understand the site; they start to imagine themselves there.