Antingen stödjer din webbläsare inte javascript, eller är javascript inaktiverat. Denna webbplats fungerar bäst om du aktiverar javascript.



This is a web guide for University West, with a focus on the university's external website

The web guide is a long-term plan for how University West as a higher education institution will use the website as support to achieve its goals. The web guide is based on the university's overall vision, goals and strategies.

At the same time, the web guide is a strategy for how the website should meet the visitor's needs.

The goals must be monitored, measured and evaluated to see if they are met and if the website provides the intended benefit and effect.

The web guide serves as a guide and decision basis for the Web Steering Group, which includes representatives from management functions. The guide is both a help for the Web Working Group and the Web Steering Group, to help us design and develop the university's web in the best possible way.

The Head of Communications is responsible for the web guide.

Key words in the web guide

The key words below describe the basic ideas for University West's website and how the work of designing and developing it should be conducted.

"Attract – inspire – engage"

We want to attract our visitors, so that they are inspired by our content, and engage in some way. For example, by signing up for a course, contacting a researcher, signing up for a conference, or subscribing to a newsletter.

"The right content for the right visitors, at the right time"

The University's website is adapted to the target group, where visitors can easily find the content they need. Content and function should be user-friendly, easy to absorb and the visitor should feel that the university delivers credible material. We have good knowledge and awareness of our visitors, and can advise and lead them to related information.

We have a circular calendar where we know things that are happening and that need to be communicated within our business during the year. This means that we can guide our visitors in the right direction, and at the right time. For instance:

For potential students: we make our offerings visible in different ways on the web, and encourage dialogue and interaction with University West during application periods.

For new students, both Swedish and international, who need to receive practical and adapted information at the start of the semester.

For employees: Opportunities to customize their own start page, and get personalized information on the university's internal website.

"Easy to find and get in touch"

The university's website offers clear contact routes to the university, adapted to where on the website the visitor is located. Visitors who want to take the first step towards an exchange with the university should easily be able to make the right contact, regardless of whether it is about studies, research collaboration or a future employment. There should always be an opportunity to get help to be guided in the right direction.

"We are developing the web of the future"

On the university's website, we have the courage to try new ways to meet the needs of visitors. We continuously monitor the world around us to see trends and opportunities to meet our visitors' needs in an ever-changing society. We work agile and try things out by testing web functions for our different target groups. A modern and fit-for-purpose website with a view to being at the forefront.

"A well-functioning web organisation"

The university's website is also designed to support and inspire the web editors on the inside. An intuitive and user-friendly publishing environment with working workflows, checklists, online support and other appropriate tools helps the editor to work efficiently.

Description of how the website is structured

University West's top-level domain is The domain name has been registered with the Internet Infrastructure Foundation since 2005. Under the top-level domain there are a number of subdomains.

Schematisk bild över HVs webbplats

  • The information hub for all information about University West.
    For all our target groups. External website.
  • Student web: Information, support and help for our students. External website.
  • Library web: Information, support and help for our students and researchers. External website with "own house",
  • Staff Portal: Information, support and help for our employees. Internal website. Behind login.

There are also a number of integrations from other systems for the web, such as the training database and self-service. For more information, see the section "Design, technology and functionality".

Other external domains/websites. For example, Västpunkt, Vice-Chancellor's blog, Virtual Campus, etc.: Information and inspiration for custom target groups.

Target groups and prioritisation model

The University's website consists of thousands of pages, which are aimed at many different target groups. There is therefore a need for clear prioritization, so that the web can be designed in the best way, and not become a channel for "information overload" for our visitors. The target group prioritisation is also a guide and planning tool for how the web work should be prioritised, carried out and in what order it should be done. Here are the target groups, in order of priority.

1. Students

  • Prospective first/second cycle course and programme students
  • Prospective students, continuing education/career transition
  • Existing students
  • International Students

2. Researcher

  • Existing researchers at HV
  • Researchers at other universities
  • Aspiring researchers

3. Companies and organisations

  • Companies and municipalities for skills development and collaboration
  • Smaller companies seeking collaboration
  • Financiers
  • Politician
  • Other higher education institutions, foreign higher education institutions

4. Other target groups

  • Press and media
  • Prospective employees
  • Alumni
  • Advocacy groups
  • Teachers/staff
  • Public

The prioritisation work also includes taking into account additional factors that guide what we should prioritise and in what order the web work should be carried out.

Prioritization model

The prioritisation must be coordinated with the Communications Office's operational planning, as well as the university's and the administration's overall plans and goals. The prioritisation model is an important basis for the Web Steering Group.

  • Maintain a basic quality of the web. "Hygiene factor". Search education, regular search function, broken links, Web accessibility
  • Legal requirements. Web accessibility, GDPR, etc.
  • Contracts and upgrades of systems
  • Audience prioritization (see section above)
  • The benefit for many users. What is the impact of online work?
  • Web design UX/UI. Function and design. User experience.
  • Privacy & Security
  • Internal improvements. Streamline for web editors and web organisation
  • Budget (What are fixed costs, what are development costs)

Structure and content of the website

Design of structure and content

KIR is responsible for the website and drives the development of structure, navigation, search function, etc. The development is done on an ongoing basis through the evaluation of the website, target group analysis, web analysis, business intelligence, etc.

Questions and needs from the university's organisation regarding the development of structure, new web pages, menus on, whether information should be on an external or internal web, for example, should be made in consultation with the Communications Division's main web editors. They help to support and build the structure for any new content. Then the responsible web editor takes over the management of the web pages.

In their day-to-day work, all web editors in the organisation are helped by the writing rules that exist for the web, and the training efforts that are made on an ongoing basis for web editors.

Domain and subdomains/subdomains

University West's official website is and the main domain should apply as a starting point to all external communication that takes place via the web. All web pages should be placed according to

So-called subdomains of the type should not normally be used for external communication. There are several reasons for this:

  • There is an increased risk that the university's brand will become unclear in the communication, if we start to build up several different subdomains. There is also an increased risk of spreading duplicate information about education, research, collaboration, etc.
  • Subdomains in our regular CMS with so-called "own house" often require increased resources in agreements with the CMS supplier and for the university's IT department.
  • Exposure and opportunities with search engine optimization are often better if the information is on the main domain. Subdomains weaken search engine rankings.
  • It is easier to follow web statistics and web accessibility checks if we place web pages on This is especially a great advantage, when it comes to domains outside (see below)

In exceptional cases, a subdomain may be justified, according to similar principles that apply to domains that are completely outside the See below for more information.

Domains outside the domain

In special cases, web pages may be allowed outside the university's domain, Arguments for this can be:

  • Special system engineering requirements, where our regular CMS cannot deliver due to technology or high development costs.
  • The business needs its own logo, color scheme or search function.
  • In a formal collaboration where the university is not the sole sender, and where several parties will jointly publish and manage information
    • For example, conferences where the hosting rotates
    • An example of a website where several parties collaborate, and with its own domain name: Kommunakademin Väst

Subdomain or domain outside must be approved by the Head of Communications in consultation with the IT Manager.

Language of the website

There are a few basic requirements and guidelines that the web needs to adhere to:

Content on should be available in Swedish and English where there is a clear target group and purpose. The content should be adapted to the target group and it is not an end in itself to have a fully mirrored website.

These aspects determine the language in which the content should be present:

  • Target audience
  • Information needs
  • Language law

The range of courses and programmes must be presented in Swedish, and in English if the programme is offered to international students. All research and researchers' staff pages must always be presented in Swedish and English. There is no requirement as to the scope of each language. The text can be adapted to the language/target group and communication needs.

Information about University West's various activities in education, research and collaboration may be discussed within each area, and what type of language needs exist.

Legal requirements, guidelines and accessibility adaptations

All content on must comply with legal requirements and accessibility adaptations as well as its own guidelines for the website.

In order for the university to achieve the goal of quality assurance of content where we as a public authority comply with applicable laws/regulations/recommendations, those who handle content must comply with the legal requirements that are applicable when publishing on the internet. These include:

  • Copyright
  • Data protection legislation
  • Public Access to Information and Secrecy Act.

There are also a number of additional laws for government agencies to comply with, including the Archives Act, the Language Act and the Web Content Accessibility Guidelines (WCAG). The University must follow the E-delegation's guidelines for web development.

Responsibility for ensuring that applicable laws are complied with when handling content on website lies with the respective department or operations manager (head of department, head of division or equivalent). The task (but not the responsibility) can be delegated to the company's web editor.

The requirements for the authority, University West, to be restrictive in its processing of personal data are extensive and require that the person responsible for the content of the various parts of the website is well acquainted with the legislation and observant that no content violates this legislation. The designated responsibility relationship between the content manager, web editor, operations manager, communications and IT director aims to ensure that the legal requirements are complied with.


The EU's General Data Protection Regulation, commonly referred to as GDPR, regulates the handling of personal data. The legislation also applies to the web. The following are to be regarded as personal data and must be accompanied by information and the person must consent to the processing:

Personal data is any kind of information that can be directly or indirectly attributed to a natural person who is alive. This means that not only such things as names and social security numbers are personal data, but also usernames, e-mail addresses, images, audio and video recordings, biometric and genetic data, physiological data, etc. Combinations of data may also constitute personal data if the combination makes it possible to link them to a natural person.

Sensitive personal data should never be presented on the website. These include:

Data revealing racial or ethnic origin, political opinions, religious or philosophical beliefs or trade-union membership, and the processing of genetic data, biometric data for the purpose of uniquely identifying a natural person, data concerning health or data concerning a natural person's sex life or sexual orientation.

University West's website should reflect the university's diversity when it comes to gender equality, gender, ethnic and religious diversity, accessibility and participation for people with disabilities, sexual equality and equal treatment regardless of age or transgender identity/expression.

Web archiving

As a public authority, the university has a responsibility to archive web pages. Work is underway on principles for web archiving and legal deposit. Once this has been investigated, more information will be provided here.

Design, technology and functionality

Design guidelines

The university's website must follow the graphic profile and visual identity that has been developed for material to be produced where the university is the sender. At the same time, the university needs to relate to the web accessibility requirements that exist, for example for contrasts and colours. See previous sections of the Web Guide: Legal requirements, guidelines and accessibility adaptation.

The web should work on different devices, such as computers, mobile phones and tablets.

System Overview & Tools

A number of different systems are connected to the university's website. From several of them, data is retrieved and displayed directly on the web. It requires extra quality control so that the right information is displayed to the visitor.


  • Educational database connected to the web
  • Publications in DIVA for researchers are linked to the web
  • Information about employees (name, room number, phone, etc.) is linked to the web

Other connections to the web can be third-party tools. Here, aspects of information security, GDPR, etc. should be considered.

Various forms of digital self-service are increasingly being developed, which can be linked to the web in various ways.

Web System Management

As a management model, we work according to the so-called ASAPP model. The model has a clear focus on continuous delivery with an agile way of working. With cross-functional system management teams working closely together, fast and prioritized deliveries are achieved. The system manager has a greater responsibility due to his extensive knowledge of the business.

The technical platform for is currently the CMS tool Optimizely.

Impact targets, follow-up and key performance indicators

Website impact goals

The website will support the university's operational goals and strategies, as expressed in the Overall Operational Planning (ÖVP) and the Departments' Operational Planning (AVP).

"Goal: An attractive and appropriate website (, Staff Portal, Library Web and Student Web) that reflects the university's goals and ambitions, with the user in focus."



At the same time, the website must meet the different needs of our visitors:

Illustration över hur högskolans kommunikationsbehov och besökarens behov av webben ger effektmål för webb

In order to clarify the connection between University West's vision with overall operational goals and the visitors' needs , four impact goals have been defined. Here is an overall effect goal, "Easy to find the right one", which applies to all the impact goals.

The website will also support the strategic positions taken by the university's management to highlight research and education during different periods of activity.

The impact goals create both user benefits for the visitor and operational benefits for University West. Measurement and follow-up is a continuous effort that takes place in close collaboration between the communications department and web editors in the organisation. The university's management should, in an appropriate form, take part in follow-up on how the web contributes to achieving the university's operational goals.

Overall impact goals

"Visits to the university's website must be efficient and reliable. Visitors can easily find and solve their needs"


Comment: In order for visitors to be satisfied with their website visit, it is important that they find what they need on the website and that their errand can be carried out. In order to gain the visitor's trust and show that University West is a credible sender, the information needs to be correct, consistent and uniform, and the visitor should feel confident that they have found the right place and received all relevant information.

Responsibility: The Communications Department has the main responsibility, but all investigated web editors in the organisation have an editorial responsibility.
The overall impact objective is followed up through quantitative and qualitative methods:

  • A basic quality control of the web, based on our keywords Usability, Searchability and Web Accessibility. The editors-in-chief at KIR receive regular monthly reports on broken links, spelling mistakes, web accessibility. These are communicated to other web editors in the web organisation.
  • All web editors are trained in the web publishing tool and are responsible for checking that the web pages are up to date, have correct and relevant content for the intended audience.
  • There is a designated editor for the search function on Through statistics and web analytics, improve the search experience continuously.
  • A continuous work with search engine optimization, SEO. A significant portion of all traffic that lands on is googling visitors.
  • Surveys to visitors/users of the website about what they think about the search function.
  • Focus groups and user tests on how our visitors experience the search function.

Key figures and concrete measurement methods for follow-up of this impact target can be found in the appendix to the Web Guide; "Appendix to Web Guide – Goal Tracking".

Impact Goals for Education

The impact goal is based on the university's goals, visions, strategies, ÖVP and AVP:

Further develop the range of courses and study programmes continuously to meet the needs of society and working life and student demand regionally, nationally and internationally (strategy 2022 - 2024)

Make education and research more accessible and inclusive for more people through flexibility, communication and digitalisation for both students and staff (from Strategies 2022–2024)

Overall goal: Strengthen our brand, pride and the desire to choose University West in the Västra Götaland region (from KIR VP 2022 – 2024)

Based on these strategies and goals, there is an impact goal for Education:

Impact goal: Highlight University West's educational offerings in an accessible and inclusive way and guide prospective students to make an informed study choice.


Comment: All visitors, regardless of background and prior knowledge, who are interested in studying a programme, should be able to easily find and read information about the university's programmes.

The web should be a guide, and help our visitors find an education that suits them. The texts should be easy to understand so that everyone can absorb the information. All according to the introductory key words found in this Web Guide: "Attract – Inspire – Engage".

One of the website's most important purposes is to recruit students to the university's degree programmes. All courses and programmes must be presented in Swedish and in English where the programme is offered to international students. Courses and programmes that are offered to an external target group must be presented in

University West's website follows ethical guidelines for student recruitment established by the Association of Swedish Higher Education Institutions (SUHF). This means providing clear, relevant and accurate information to prospective students on objective grounds.

The impact goal of Education is followed up through quantitative and qualitative methods.

  • Surveys on prospective students' user experience of applying for and enrolling in a course on the website.
  • The university's pages about programmes and courses are prioritised web pages. Therefore, extra focus on search engine optimization (SEO) should be placed on these pages.
  • All programmes and courses should be able to be found and listed on the web for current offerings.

Key figures and concrete measurement methods for this impact target can be found in the appendix to the Web Guide; "Appendix to Web Guide – Goal Tracking".

Impact objectives for Research

The impact goal is based on the university's goals, visions, strategies, ÖVP and AVP.

Further develop the conditions for teachers/researchers' collaboration and collaboration across disciplinary and societal boundaries (selected strategy for research).

Make education and research more accessible and inclusive for more people through flexibility, communication and digitalisation for both students and staff (strategy for Impact Goal 1).

Concentrate our activities towards two complete academic environments, Work-integrated learning and production technology, where we integrate collaboration, research and education at all levels. Make international perspectives and collaborations a part of our everyday lives (strategies for Impact Goal 3).

Based on these selected goals and strategies, there is an impact goal for Research:

Impact goal: Facilitate contact between the university's researchers and other researchers and with various societal actors, in order to contribute to collaboration and increased societal benefit.


Comment: The effect target has two perspectives. One perspective is based on the individual researcher. The web will help to present the university's researchers in an accessible and inclusive way, so that researchers can establish contact and collaboration with other researchers.

The second perspective is about making the university's research areas visible in an accessible and inclusive way, and showing the societal benefits that the research contributes.

The impact objective of Research is monitored through quantitative and qualitative methods.

  • All researchers must have a research presentation; presentation of research area, publications and participation in existing research projects
  • It should be easy to find and make contact with the university's researchers
  • The web should contribute to highlighting the university's research in an accessible and comprehensible way. Priority is given to web pages about the two complete academic environments.

Key figures and concrete measurement methods for this impact target can be found in the appendix to the Web Guide; "Appendix to Web Guide – Goal Tracking".

Impact goals for Collaboration and Work Integrated Learning

The impact goal is based on the university's goals, visions, strategies, ÖVP and AVP.

Impact goal: Facilitate collaboration between the university and the surrounding community. It should be easy to find and get in touch with the university.


Key figures and concrete measurement methods for this impact target can be found in the appendix to the Web Guide; "Appendix to Web Guide – Goal Tracking".

Web organisation

A clear and functional web organisation is a prerequisite for a usable, accessible and searchable website.

Goals for the web organisation

  • Avoid organisational perspectives and instead focus on the needs of the target groups
  • Ensure better collaboration within the organisation
  • Get a more vibrant, dynamic website with better quality
  • Work based on a focus on use, subject and target group. Our three key words are usability, searchability and accessibility.
  • Develop clearer roles, with assigned responsibilities and mandates
  • Increase the competence of web editors

The design of the organisation aims to:

  • A clear division between strategic work and day-to-day operational work.
  • Tasks and powers must be clear for all roles, the mandate must be clear
  • Everyone who is referred to as head web editor or web editor must have this role described in their job description or equivalent, as well as time set aside for this.
  • The number of web editors will be reduced and professionalism will increase: fewer people will work with the web for a larger part of their working hours
  • Create consensus and collaboration on the web and communication, and to gain broad support throughout the organisation for web work, its opportunities and development.

Responsibilities and roles

The main web editors are responsible for a larger part of the web. The editors are organisationally linked to the Division of Communication and International Relations or to the University Library.

The web editor is responsible for a clearly limited part of the web, and is there as the page manager. One purpose of having web editors is to create consensus and collaboration on web and communication and to gain broad support throughout the organisation for web work, its opportunities and development.

Web editors can be employees of departments and/or administration. The web editor is responsible for producing the necessary information. Responsible for ensuring that the information is accurate, up-to-date and relevant to the target group.

If necessary, the web editor enlists the help of the main web editor on issues such as web structure, graphics, images, and help with "refining" text material. The web editor decides what needs to be translated into English.