“The pictures should immediately evoke an inspiring ‘feeling’, you know, ‘I also want to be part of UM’,” says Nobbe. “Today’s generation is more visually inclined. We’re also really keen to show how international UM is. Compared to other Dutch universities, we have the most international students.” The main language, just as in previous years, is still English. If you want the Dutch website, you have to click the button at the top.
‘The European university of the Netherlands’
The slogan ‘The European university of the Netherlands’ is still prominently displayed on the home page, next to a picture of young, happy students working together. Another deliberate choice on the home page: a clear click-through to ‘our education’. The website is now strongly focused on newcomers – it’s hard to miss the date for the upcoming Bachelor’s open day.
New video
A new video on the home page shows the modern facilities at the Faculty of Health, Medicine and Life Sciences, the imposing administrative building on Minderbroedersweg, the lively Bandito Café near Arts and Social Sciences, and of course, Maastricht itself. Research has also been given a prominent place: the latest news, for example, about dementia and sustainability, but also an interview with an alum about technological innovations.
Insights ’Gen Z members’
It’s not just cosmetic, either, the structure has also been tackled. The old website was full of text and had an unclear menu, and that’s all been changed. “It’s not about students needing to click less, but about them finding the relevant information faster,” explains Nobbe. “The application button is easier to find, for example. You don’t want to create barriers.” If prospective students get lost, they might choose Amsterdam or Rotterdam instead. A year’s worth of work and exploration, particularly with members of Gen Z (born between 1997 and 2012), has brought a wealth of insight.
Internationalisation
The website may be the best way to put UM on the map, especially as recruiting students at international fairs is becoming increasingly hard to do. In February 2024, the Dutch universities collectively agreed to stop doing that, choosing to get ahead of government measures aimed at limiting the number of international students. “We have to find other ways to reach the students.”
Current students
Is there anything left on the website for current students, what’s available at UM Sports, the confidential adviser, exam regulations, and the like? Nobbe: “Absolutely.” And they can also find that information on the intranet or on Canvas. “We’re still working on that.” But the first step has been made: some 600 of the more than 40 thousand pages have been updated. “We’re off to a good start.”