Optimizing English-Language Websites for International Audiences (2014)
Websites are one of the most powerful tools a higher education institution can use to present and market itself to international audiences. In fact, a website is often the first (or only!) encounter international audiences have with a university. It is nearly impossible to imagine someone making a decision about even a short study or research abroad period without looking at the university's website and showing it to friends and family. It is therefore critical that websites targeted at international readers be easy to use and understand, contain all of the necessary information visitors may be looking for, and align with the university's overall goals and key messages.
