Web Standards

1. Introduction

NIU's website is the primary research tool prospective students use to evaluate educational options and make college decisions. For current students, faculty, staff, alumni and community members, niu.edu is a central hub for official information and university connection.

Our digital presence reflects our commitment to excellence, innovation and access while supporting our mission to be a student-centered, nationally recognized public research university. Every page, every interaction and every piece of content contributes to how audiences perceive NIU and whether they choose to engage with us.

University Marketing in the Division of Enrollment Management, Marketing and Communications (EMMC) manages these standards in accordance with the university’s Web Communications Policy and Web Communications Policy for Faculty and governed by the Web Steering Committee. Annual reviews ensure they reflect industry best practices, user needs and compliance requirements.

Our web standards prioritize exceptional user experiences through strategic content organization, intuitive navigation, WCAG 2.1 Level AA accessibility compliance (with preparation for WCAG 2.2), consistent university branding and fast-loading responsive design.

1.1 Governance and Collaboration

All web properties within the niu.edu domain represent Northern Illinois University to multiple audiences. Each interaction with niu.edu shapes perceptions of NIU's quality, credibility and commitment to excellence. Coordinated standards create consistent, accessible, accurate web experiences that support student recruitment, ensure legal compliance and strengthen institutional reputation.

Roles and Responsibilities

Departments are responsible for content accuracy and currency, understanding their audiences and determining update priorities within their areas.

University Marketing is responsible for implementation of format, user experience design, accessibility compliance, template selection and quality control to ensure institutional consistency and overall site effectiveness.

Decision-making Authority

When departmental content priorities differ from accessibility or user experience requirements, the Director of Digital Strategy determines implementation decisions based on user research, accessibility standards, higher education best practices and institutional goals.

2. Digital Inclusion and Accessibility

NIU is committed to accessibility that exceeds minimum compliance. As a state institution, NIU ensures digital content is accessible to all users, including those with disabilities, in compliance with the Illinois Information Technology Accessibility Act (IITAA) and WCAG 2.1 Level AA standards (with preparation for WCAG 2.2).

2.1 Universal Design Principles

NIU's web templates are professionally coded for accessibility. Content posted directly on webpages (as HTML) is inherently more accessible than documents and provides better experiences across devices. Flyers, brochures and posters should be reformatted as web content rather than hosted as documents. If a file must be uploaded, refer to the Additional Content Type guidelines.

2.2 Performance Standards

Website performance directly impacts accessibility and user experience. All websites must maintain performance according to industry standards, including Google's mobile speed recommendations and Core Web Vitals thresholds, to ensure fast load times and strong search visibility.

For detailed technical specifications on images, video, file formats and optimization, refer to the Technical Specifications Quick Reference.

3. Brand Management

Brand consistency builds trust and credibility with our audiences.

3.1 Use of NIU Logos and Trademarks

To present a consistent, unified image and support NIU's recruitment and retention initiatives, all division, college, school, department and special information web properties must clearly identify their relationship with the university.

Site templates will be created using either the official NIU logo or a department's official sub-branded logo as provided by University Marketing. The NIU shield and department name at the top of a webpage serve as your department's primary identifier and should be used only in that location.

Decorative elements designed by University Marketing to promote major university events or initiatives are permitted on departmental and unit websites. Examples include Homecoming, Week of Welcome, Huskie Vote and Huskies Go Green. These elements should be used judiciously, in accordance with NIU's brand guidelines and placed within the body of the page, not in banner images.

Elements that require ongoing maintenance of lists or rosters (such as employee designation badges) should be shared through email signatures instead.

Use of the Huskie Athletics logo on sites other than niuhuskies.com is prohibited without written consent from Intercollegiate Athletics or its designee.

No university trademarks may be altered or manipulated in any way or merged with or placed directly against any other logo.

3.2 Use of Third-party Advertising and Logos

As an .edu domain, third-party advertising should be avoided. When exceptions are approved by University Marketing, third-party logos will be incorporated into the content area of a webpage and not into a banner image.

Exceptions may be granted for:

• Partnerships: University Marketing may approve links and/or logos for official partnerships between third parties and NIU. These must be removed when the partnership ends.
• Event sponsorship: Logos for event sponsors are permitted but must be removed once the event/sponsorship has ended. Sponsors must provide approved high-quality logo images.
• Contractual or accreditation requirements: Third-party logos required for contractual or accreditation purposes must be approved by University Marketing prior to placement.
• Accolades: Logos in recognition of institutional accolades require University Marketing approval prior to placement.

All exceptions to third-party logo use require University Marketing approval.

3.3 Copyrights

NIU respects the rights of copyright owners. Copyrighted content may not be included on an NIU website unless written permission has been received from the copyright owner. Any content, photo, image, logo or media that doesn't meet copyright laws will be removed from the NIU website. There are some exceptions for use of copyrighted materials in certain educational settings.

3.4 Fundraising

The NIU Foundation is responsible for all gifts and donations to NIU. Webpages on the NIU domain cannot solicit donations without the prior consent of the NIU Foundation.

4. Content Ownership and Management

All subdomains and subsites within the niu.edu domain belong to, and are representative of, Northern Illinois University. This section establishes how NIU web content is managed and who is responsible for maintaining it. NIU's web governance model balances centralized quality control with distributed content ownership. University Marketing in EMMC provides templates, training and technical support, while designated department liaisons manage their unit's content within established standards.

Different types of websites have different requirements based on their purpose and audience. Institutional sites representing NIU to prospective students and external audiences must comply with all standards in this document, including the university’s Communication Standards for Institutional Brand Identity and Editorial Style Guide. Individual faculty sites for research and professional activities have different requirements focused on accessibility and legal compliance. Section 4.2 details which standards apply to each site type.

4.1 Web Liaison Roles

Each department designates one liaison who receives specialized training and ongoing support to manage the department's website.

4.1.1 Single Point of Contact

Only one person in each department can be designated as the point of contact for their website. Multiple people in the same role create conflicting update requests and confusion about content authority.

College communicators serve as backup points of contact for their area. If your designated liaison is unavailable due to vacation, leave or other circumstances, any department member may submit urgent updates. These requests will be processed, and the designated liaison will be notified when they return. For planned absences, department liaisons should submit updates in advance or notify University Marketing.

Departments may change their designated website liaison. Common reasons include position changes, retirements or workload redistribution. New liaisons must complete required training before assuming their role.

4.1.2 Overview of Liaison Roles

Three role levels are available based on your department's needs. All roles require initial training and annual refresher training.

4.2 Webpage/Site Templates and Options

NIU provides templates for different types of websites. Understanding which type applies to your content determines which standards apply.

4.2.1 Department and Program Sites

Websites for NIU divisions, colleges, departments, offices and other administrative or academic units must use standard NIU templates and comply with all standards in this document. These sites represent NIU to prospective students, current students and external audiences.

4.2.2 Faculty Profile Pages

Faculty profile pages appear on department, college or division websites and must comply with all NIU web standards and editorial guidelines. These pages use the same template as other faculty profiles in that unit and are maintained by the department's designated web liaison.

Profile page standards:

• Similar content across all profiles within a unit
• Emeriti faculty who teach at NIU or remain active in scholarly community may have profile pages
• Deceased faculty and staff should not have profile pages

4.2.3 Individual Faculty Sites

Individual faculty sites are professional websites that faculty members create and maintain for their research, teaching or professional activities. These sites are governed by the Web Communications Policy for Faculty. They use the faculty.niu.edu domain or external platforms, are not subject to NIU web standards or editorial guidelines but must comply with accessibility requirements (WCAG 2.1 Level AA), copyright law and all other university policies. Support for faculty sites hosted on the faculty.niu.edu domain is available through University Marketing.

4.2.4 Lab and Clinic Sites

Websites for NIU laboratories and clinics are institutional sites that must comply with all standards in this document. These sites are created in Cascade CMS, through collaboration with faculty, link to and from associated department or college sites and follow the same requirements as departmental and program sites.

4.2.5 Student Organization Pages

Information about student organizations is primarily maintained in Huskie Hub. Individual webpages may be created in in Cascade CMS when organizations have substantial content needs beyond Huskie Hub profiles, a webpage is determined to be appropriate, and the organization commits to maintaining current information. Student organization pages must use standard templates and follow applicable standards.

4.2.6 Advertising Landing Pages

Custom advertising landing pages are created for marketing campaigns in coordination with University Marketing. These specialized pages support recruitment initiatives and are independent from department, college or division sites. Any changes to department, college or division websites related to marketing campaigns must be coordinated with University Marketing.

5. Mobile Apps

NIU maintains several mobile applications that serve our university community. Officially recognized NIU apps are listed on the NIU Mobile website.

5.1 New App Development and Approval

Any internally developed app using the NIU name or branding requires University Marketing approval before development and app store submission. Apps serving NIU community members (whether using NIU branding or not) require review and approval before deployment, including vendor-developed apps, apps integrating with NIU systems or data, and apps requiring NIU credentials. Submit proposals at least 60 days before intended deployment.

New apps must:

• Meet WCAG 2.1 Level AA standards adapted for mobile platforms
• Comply with iOS and Android accessibility guidelines
• Implement secure authentication (NIU single sign-on) where appropriate
• Use data encryption in transit and at rest
• Comply with FERPA, GDPR and applicable privacy laws
• Include accessible privacy policies with appropriate consent
• Implement data minimization and specify retention/deletion policies
• Maintain professional interface quality and consistent NIU branding (where applicable)
• Meet acceptable performance standards

5.2 Data Usage and Maintenance

Repurposing of data or content from any NIU website or NIU-owned source through a mobile application requires prior written consent from the authorized university department or official. Consent must address duration, attribution, notification responsibilities for changes, accountability for accuracy and compliance with privacy and security requirements.

Apps must be published under NIU's official developer accounts or vendor accounts with clear NIU attribution. App listings must include accurate descriptions, privacy policy links, appropriate age ratings and support contact information.

App owners must maintain compatibility with current and previous major OS versions, apply security patches within 30 days and update for new OS releases within 90 days. Apps not meeting maintenance standards or discontinued apps will be removed from stores. When apps are discontinued, users must be notified 60 days in advance.

5.3 Compliance and Enforcement

Apps violating these standards are subject to immediate security review, removal from NIU listings, reporting to app stores for removal and potential contract termination (for vendor apps).

6. Privacy and Data Protection

NIU is committed to protecting the privacy and personal information of our community. All NIU websites must comply with applicable regulations and university policies including FERPA, HIPAA, GDPR and NIU's Privacy in the Electronic Environment and Identity Protection policies.

6.1 Prohibited Information on Websites

Do not post, collect or display:

• Social Security numbers (except on secure, encrypted connections when legally required)
• Student names in non-employment capacity without appropriate release waivers (college communications directors maintain waivers
• Employee personal email addresses, phone numbers or home addresses without consent
• Student photos without appropriate release waivers (college communications directors maintain waivers)

6.2 Forms and Data Collection

Web forms collecting personal information must state what data is collected and why, collect only necessary information, explain how data will be used, include appropriate security, comply with accessibility standards and provide privacy notice. Forms collecting sensitive data must use secure submission methods. Forms for the collection of graduate and undergraduate prospective student contact information must be hosted in the university's CRM, Slate. Refer to the Forms section in the Technical Specifications Quick Reference for secure form-building resources and implementation guidance.

6.3 Third-party Services and Data Sharing

Third-party services integrated into websites (analytics, chatbots, social media, embedded content) require review and approval before implementation, privacy policy disclosure, compliance with privacy regulations, and data processing agreements where required. Only approved third-party services may be integrated.

7. Website Hosting

All web properties should be hosted in the university's content management system using university-provided and supported templates.

7.1 External Hosting

Departments must obtain approval from the Director of Digital Strategy before developing a website hosted outside of the university's CMS. Requests must include the purpose and justification, proposed hosting platform, technical contact for maintenance, and a plan for ongoing security updates and accessibility compliance.

All externally hosted sites must meet the following requirements prior to launch:

• WCAG 2.1 Level AA accessibility standards
• Brand consistency with NIU guidelines
• SSL/HTTPS encryption
• Compliance with all standards in this document (except those specific to Cascade CMS)
• Appropriate NIU branding and link to NIU's privacy policy
• Security, privacy and performance standards (department responsibility)

Sites not meeting accessibility or branding standards may be required to migrate to the university CMS or be taken offline.

7.2 Browser and Device Compatibility

NIU webpages are designed to be compatible with the current version and previous major release versions of Chrome, Firefox, Safari and Edge. Our templates utilize responsive web design to optimize content for all devices and screen sizes.

While older browser versions may work, full functionality is best supported by users keeping their browsers updated to the latest stable version for the best experience and security.

7.3 News Sites

WordPress-based news sites are available to colleges and divisions upon request. Individual departments or offices should utilize their college or division's news site. Requests for new college or division news sites will be reviewed by the Assistant Vice President for University Marketing. Establishing free WordPress.com blogs (containing ads) is not permitted.

8. Content Strategy

NIU's web content serves multiple strategic purposes: attracting and informing prospective students, supporting current students and faculty, engaging alumni and community members and representing our institutional excellence. Effective content strategy ensures every page advances university goals while meeting user needs.

8.1 Audience

The primary audience for NIU websites is current/prospective students. Secondary audiences include parents/families of students, NIU faculty/staff and community members. Develop website content to appeal to our primary audience, addressing secondary audiences as appropriate. Use the NIU brand voice to create text that draws in your audience.

8.2 Content Planning and Purpose

Before creating new content, consider:

• Does this content advance recruitment, retention or other university goals?
• Does similar content already exist elsewhere on niu.edu?
• Will this content require ongoing maintenance?
• Is a webpage the best format or would this be better served as a document, event listing or news story?

New pages and sites should contain substantial content and serve a clear purpose. Avoid creating pages with minimal information or placeholder text such as "information coming soon," which frustrates users and reflects poorly on the university.

For major events such as conferences, a dedicated page or site is appropriate only when substantial content exists and you commit to keeping the page current. For annual events, replace the previous year's information once the event concludes rather than archiving old content on the site.

See more in 2.1 Universal Design Principles.

8.3 AI-generated Content

Generative AI tools such as ChatGPT and Microsoft 365 Copilot can assist with content creation and editing but present both opportunities and risks.

Never enter confidential or sensitive information into AI tools. These tools may save entered text and use it to generate responses for other users, creating potential privacy and security breaches.

All content created or modified using AI must:

• Be verified and substantially edited by a human before submission
• Follow NIU's Communication Standards for Institutional Brand Identity and Editorial Style Guide
• Maintain accuracy, appropriate tone and NIU brand voice
• Not misrepresent NIU's campus, people, facilities or institutional identity

Disclose AI assistance when submitting content update requests. When AI-generated images are used, clear disclosure is required (for example: "AI-generated image for illustrative purposes"). AI tools should be used to enhance human creativity and efficiency, not replace human judgment about accuracy, appropriateness and strategic messaging.

AI-generated content may be used for clearly conceptual or illustrative purposes in teaching and research contexts. Public-facing uses should be reviewed by the unit and University Marketing to ensure appropriate use, transparency and alignment with NIU web and brand standards.

For information about responsible AI use at NIU, visit the Artificial Intelligence at NIU resource hub.

8.4 Readability and Plain Language

People skim text online instead of reading every word. Write short sentences and paragraphs using clear, simple language that someone unfamiliar with NIU or higher education can understand. Avoid jargon, clichés, metaphors and acronyms. Use Word's readability checker to aim for a fifth to eighth grade reading level.

8.5 Content Reuse and Linking Strategy

Don't recreate content that exists elsewhere on niu.edu. Duplicating content creates maintenance burdens, risks conflicting information and confuses search engines about which version is authoritative.

Always link to official online sources:

• Undergraduate catalog and graduate catalog for course descriptions and degree requirements (use catalog shortcut links)
• Office of the Bursar for tuition and fees
• Housing and Residential Services for room and board rates
• Policy Library for university policies
• MyScholarships for specific scholarship information
• Office of Admissions for application requirements and deadlines

When you need to reference information from these sources, provide context and link directly rather than copying content. This ensures users always access the most current, accurate information and helps search engines identify authoritative pages. See the Links section in the Technical Specifications Quick Reference for proper link formatting and best practices.

8.6 Content Life Cycle and Maintenance

Effective content strategy includes ongoing maintenance. Department web liaisons should maintain a calendar of regular website updates and review their site for accuracy and currency:

• Semester-based review for academic programs
• Annual review for policies, fees, statistical information and staff directories
• Immediate updates when significant changes occur (personnel changes, program updates, broken links, user feedback)

Remove or update outdated content including past event information, former faculty and staff, discontinued programs, outdated policies and previous-year statistics. Some content has historical value and should be archived rather than deleted (deceased faculty, discontinued programs with active alumni, historical information). Archival content should be stored outside of the content management system in accordance with NIU's records management policies. Potential storage platforms include Microsoft 365, SharePoint, University Archives and Huskie Commons.

8.7 Analytics and Performance Measurement

Department web liaisons may request analytics reports from University Marketing. Reports can provide insight into most-visited pages, user paths through content, search terms used to find your pages, geographic distribution of visitors, device types and referral sources. This data helps identify what's working, what users are looking for, where improvements are needed and whether content meets user needs.

When requesting analytics, clearly specify what questions you're trying to answer or what decisions you need to inform for more relevant and actionable data. Review analytics quarterly or annually as part of your content maintenance cycle, as trends over time often provide more valuable insights than single snapshots.

8.8 Search Engine Optimization (SEO) and Content Accuracy

Search engine visibility is critical: Research shows 40%-60% of searches end without website clicks, and AI assistants now answer questions directly in results without directing users to websites. When search engines and AI systems index outdated or incorrect NIU content, prospective students receive inaccurate information and may eliminate NIU from consideration without ever visiting our website.

8.8.1 SEO Best Practices

Official information must have one authoritative page. When the same information appears on multiple pages, search engines and AI systems choose which version to display based on page age or link popularity, not accuracy. See Section 8.5 for the list of authoritative sources that should be linked to rather than duplicated.

Strategic keyword optimization: Align content with how prospective students actually search for programs and information. Think beyond official program names to common search terms.

Structured data markup: Schema markup is implemented to help search engines understand and display NIU information accurately in rich results.

Regular content audits: Review and update information regularly to ensure accuracy, especially for deadlines, program requirements and contact information.

Consistent information architecture: Use clear, descriptive page titles and headings that match user search intent.

Analytics-driven optimization: Search performance and user behavior are monitored to continuously improve high-value content and conversion paths.

All NIU web content follows strategic keyword optimization, structured data markup, regular content audits and consistent information architecture practices. Content updates are reviewed to identify and prevent duplicate content, consolidate existing duplicates and redirect outdated pages to current authoritative sources.