5 tips to optimize your admissions pages for lead generation

5 Tips To Optimize Your Admissions
Pages For Lead Generation
Slide 1
5 Tips To Optimize Your
Admissions Pages For Lead
Generation

Slide 2
1. Simplify
2. Be true to your school
3. Revisit your page from a prospect’s perspective
4. Go mobile friendly
5. Optimize your analytics
Overview
Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation

Slide 3
Recent statistics confirm that the attention span of web users is
constantly shrinking and people are actually more likely to read
the same amount or more on pages with fewer words.
Considering that the principle target audience is high school
students:
 simplicity of navigation,
 copywriting and
 overall content presentation should be job one.
1. Simplify

Slide 4
This can be challenging when there is extensive information to
convey to various audiences (high school students, parents,
international and transfer students, etc.)
 but clever design strategies eliminate redundancies to focus
content into brief sections, rich in keyword links to further
details, and often color-coded for easier navigation.
1. Simplify

Slide 5
University of Alberta's "How to Apply" section gives 3 clear
options with pictures and plenty of white space, and the colour-
coded Admission Steps expand with a click to provide only the
most necessary information, linked to source data.
It gives prospective students an uncluttered path to the
answers they're seeking, with large "Apply Now" and "Visit
Campus" call-to-actions prominently displayed.
1. Example – University of Alberta

Slide 6

Slide 7
The best admissions pages inform while reinforcing the
institutional brand.
 What are your distinctive selling points?
You want to find an engaging way to condense the key value
propositions of your college or university's quality and spirit in
an easily digestible package.

Slide 8
Translating educational values and complex academic
programs into clear, relatable messages is not an easy task but
try to consider the points that really matter to students and
present them in a visually captivating format, like these
infographics from the recently redesigned Duke University
website.

Slide 9
 Based on your core branding foundation, use various
imagery to show, not just tell, your story.
 Go beyond generic taglines to create high impact
statements that speak to the special qualities of your
college.
 Many prospects are seeking a school where they can
imagine fitting in, forging lifelong friendships while learning
in a stimulating environment.

Slide 10
Dalhousie University does a great job of providing the
information prospects are looking for while giving enough of a
glimpse of campus life to encourage excitement and
engagement.
2. Example – Dalhousie University

Slide 11Source: Higher Education Marketing – 5 Tips To Optimize Your Admissions Pages For Lead Generation

Slide 12
Too many higher ed websites are cluttered with excessive
data that has built up over the years.
Colleges can catalyze a prospect's decision-making process
by delivering the streamlined, uncomplicated yet powerful user
experiences they are drawn to elsewhere on the web.
Capture the attention of a teenaged audience with easily
understandable key content, student stories, strong imagery
and videos.
3. Revisit your page from a prospect’s
perspective

Slide 13
Ensure that you answer their top questions:
 admission standards
 financial matters
 applicable majors
 etc.
in an interesting, intuitive way.
The choice of photography, typography and layout all factor
into how engaging a page is.
3. Revisit your page from a prospect’s
perspective

Slide 14
Washington State University's admissions page immediately
responds to the interests and concerns of high school
students with its Instagram feed that also looks good on a
phone.
3. Example – Washington State University

Slide 16
York University conveniently colour codes their subject tabs
from a prospect's perspective, providing fundamental
information in a minimum of link-enhanced words and large,
bright call-to-action buttons.
3. Example – York University

Slide 18
Many schools still lack mobile-friendly admissions
applications.
With approximately one-third of admissions website traffic
estimated to be mobile, this is an issue warranting greater
attention.

Slide 19
Offering a mobile-optimized site or admissions application
makes it easier for this significant (and growing) segment of
the population to apply.
Include core elements in your mobile
communication, including:
 Application deadlines, required documentation, links
 Campus tour sign-ups, directions, maps, accommodation
 Relevant introductory details, majors, academic paths, quick facts

Slide 20
Analytics in higher education is the best measure of your
admission page's effectiveness.
 Google Analytics is a free service that can be used to define goals
for particular actions on your website, such as confirming
admission, applying for admission, and inquiring.
 This is an excellent tool for revealing the conversion path length
and time lag to identify prospective student behaviors at key points
in the decision making process.

Slide 21
 Find the admissions pages most frequently visited in the
past 6 months by noting the 6 alternate entry points from a
Google search of your school, and select the highest for
weekly tracking.
 Filter out internal site users so that tracking reports are only
based on new visitors.
 The "bounce rate" will tell you what percent of visitors leave
a given page without moving on to another, alerting you of
potentially ineffective web pages.

Slide 22
These results from U of Admissions Marketing show that:
 over 90 percent of recruits inquire within the first three
interactions
 86 percent within the first three days.
This proves that first interactions are critical for encouraging
inquiries and that your information request form should be
easy to access.

Slide 24
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing
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5 tips to optimize your admissions pages for lead generation

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5 tips to optimize your admissions pages for lead generation