The identification of primary goals and audiences was a key step in creating the new website, and these will now serve as governing principles in maintaining it. They will guide decisions about the kinds of content created and its integration into the site and external promotion, as well as the kinds of metrics used to analyze site performance success and influence the allocation of resources for technical development and iterative updates.

 Goals

 The goals of the website are to:  

• Recruit top talent, with an emphasis on students
• Promote access and inclusion through providing a mobile-friendly site compliant with the Web Content Accessibility Guidelines
• Deliver content efficiently
• Reflect the brand of the LBJ School

 The vast majority of content and functionality on the website should serve as an answer to “Why should I choose the LBJ School?” 

Audiences

The key audiences for the website are: 

• Primary: prospective students
• Secondary: alumni
• Tertiary: policy communities