ETS unveils redesigned ETS.org website - 06/06/2010

ETS has launched a new and improved version of the corporate site - www.ets.org. Improvements and new features of the redesigned ETS.org site ─ including shorter, friendlier URLs and streamlined content ─ present an enhanced experience compared to the old site. These improvements also heighten the site’s visual impact, provide a better platform to market ETS’s brands, and highlight the key capabilities that differentiate ETS from its competitors, such as the expertise of the Research & Development Division.

“Our main purpose with this redesign was to make it easier for our clients and customers to do business with us,” says Scott Nelson, Vice President of Marketing & Public Affairs (M&PA). “The best way for us to accomplish that was to create a site that’s more accessible, more persuasive and more targetted to our diverse audiences.”

So what’s new?

The most obvious change is visual. The site features a new graphic design developed by a cross-divisional team of ETS staff and MRM Worldwide. Brand home pages combine images with animated text to create an emotional connection with visitors, while conveying key messages and promoting ETS products.

In addition, the team has streamlined the content in many areas of the site ─ making it much easier for the more than 40 million users who visit ETS.org each year to quickly find the information they need.

There is even a new section, “How ETS Approaches Testing,” that explains, in simple terms, how ETS views test quality and fairness, creates tests and test items, and scores tests. This section is designed to highlight the rigour and care with which ETS approaches assessment. Various ETS stakeholders helped define the content for this section.

ETS will also be including translations of key pages of the TOEFL^® and TOEIC^® sections in different languages. These translations will make it much easier for visitors who are non-native English speakers to understand ETS’s testing policies and offerings.

“ETS has evolved in the five years since we last revamped our site,” says Marc Silver, Executive Director of Creative Services & Digital Strategy in M&PA. “ETS.org must constantly evolve, too, so we can continue to serve the needs of our customers and constituents.”