A genuinely helpful university website is essential for any initiative related to student recruitment or engagement – and that’s the idea of this book.But what makes a website helpful? How do you plan it? And just as im- portantly: how do you make the case for improving your website and get everyone on board?This practical guide will take you through the process step by step in an approachable, non-technical way. Inside, you can expect sections about:• The role of university websites• Strategies and tactics for improving your website• What’s next: social search and generative AI• How to make the case for a better website in your organisationand get startedThere are also five case studies featuring initiatives at NHL Stenden Uni- versity of Applied Sciences, Corporate Finance Institute, the University of Vienna, the University of Rochester and National University of Singapore.With contributions from Montserrat Cano, Abby Guthrie, Kyle Campbell, Karine Abbou, Lisa Zoet, Kavi Kardos, Margit Kastner, Brian Piper and Lesley Ngai.