A campus web site may be the first impression a potential student has about a school. If the site looks sloppy, out of date or is difficult to use, then potential students will not stick around. Pleasing layouts, easy to find-scannable information with a minimum of clutter and text is more appealing. Reading on a web site is NOT the same as reading a book or pamphlet. Especially potential students. They want to find headings with relevant topics and move on. This is reflected on the bounce rate of web analytics or metrics.