From Click to Campus: The Role of College Websites in Military-Affiliated Student Success

Military-affiliated students (MAS) increasingly rely on institutional websites as their primary advising and decision-support tool due to remote enrollment, mobility, and limited access to traditional guidance. However, symbolic “military friendly” messaging often obscures gaps in critical information needed to evaluate fit and feasibility. This essay advances a theory-informed model for strengthening MAS website engagement by integrating Perna’s College Choice Model with the DeLone and McLean Information Systems Success Model. We argue that system quality, information quality, and service visibility shape early perceptions of belonging, trust, and institutional readiness. Through a synthesis of research and applied examples, we identify key web practices that reduce search burden, communicate respect for service-shaped identities, and support transitions into higher education. The essay concludes with actionable recommendations to guide institutions in designing digital platforms that foster confidence and serve as the first layer of persistence support for MAS.