Why Your School’s Website Might Be Keeping Students Away (And how to fix it)
Let’s be real – a lot of school websites look like they were designed in the early 2000s and haven’t had a facelift since. Pop quiz: When was the last time your school’s site got a true update? If the answer is “not in recent memory,” it might be time for a reality check.
NOVEMBER 2024
Today’s students (and their parents) are browsing on mobile devices, clicking through videos, and, yes, judging every pixel on your website. If they stumble upon something clunky, slow, or that looks straight out of a bygone era, they’re not going to stick around. In fact, they’ll likely click away to a school that looks a little more… modern.
The Numbers Don’t Lie: Web Design Matters
Here are a few stats that might get your attention:
75% of people admit to making judgments about an organization’s credibility based on its website design (Stanford University). That’s right – three out of four prospective students (and parents) will judge your institution by its cover, and that cover is your homepage. So, if your site doesn’t make a strong first impression, say goodbye to that potential enrollment.
57% of internet users won’t recommend a business (or school!) with a poorly designed mobile site (SocPub). And with over half of all website traffic coming from mobile devices, having a site that isn’t mobile-friendly is like having a closed sign on your door.
63% of students check out a school’s website as part of their decision-making process (Cappex). Think of it this way: your website is like a digital tour. If it’s a maze of broken links, outdated images, and buried information, you’re essentially giving prospective students the “let’s not go here” vibe.
Why Does Your Website Matter So Much?
Sure, a student isn’t likely to base their entire college decision on a fancy homepage. But think about what your website says about your institution’s brand. Is it professional? Organized? Innovative? If your website is confusing, hard to navigate, or just plain ugly, prospective students and parents might assume your school runs the same way.
Features That Will Make Your School Website Stand Out
Simple, Clear Navigation
No one wants to hunt through endless pages for admissions info. If it takes more than three clicks to find an application form, your site needs a re-think. The average user spends just 45 seconds on a webpage before deciding to stay or leave. Make those seconds count.
Mobile-Responsive Design
Imagine trying to complete a form, read course descriptions, or check out campus events on a page that requires zooming and squinting. Not great. With over half of users on mobile, a site that doesn’t adjust to smaller screens is sending out major “we’re behind the times” vibes.
Virtual Tours and Videos
Static images are fine, but video is king in the digital world. In fact, video on a landing page can increase conversions by 80% (Eyeview). A quick, engaging virtual tour or student testimonial video can do wonders in grabbing attention and keeping visitors engaged.
Highlighting Unique Selling Points
Every school has something special to offer. Maybe it’s the small student-to-teacher ratio, cutting-edge research labs, or vibrant campus life. Don’t bury these gems three clicks deep; highlight them right on the homepage.
Easy-to-Find Admissions and Financial Aid Info
Let’s be honest – this is the information most prospective students are here for. Make it easy to find, easy to read, and easy to start applying. Financial aid, scholarship opportunities, and application deadlines should never be hidden in tiny print at the bottom of the page.
A Custom Website = A Competitive Edge
With more students (and parents) checking out multiple institutions online, your school’s website isn’t just a digital brochure; it’s a direct reflection of your institution. A well-designed, user-friendly site can boost interest, make information accessible, and show off what makes your school unique.
If you want to drive more applications and stand out, it might be time to trade in the outdated pages and endless links for a sleek, custom-designed website that speaks directly to today’s tech-savvy audience. A little investment now could lead to a whole lot of new enrollments – and let’s be honest, no one ever regretted having more students.
So, is your website ready for the class of tomorrow? Or will prospective students hit the back button before they even see what your school has to offer?