An Academic Program Page to Boost Student Recruitment Results
Academic program pages are a critical part of a recruitment-oriented content marketing strategy. And yet far too many higher education websites open with “Why Study (name of academic program)” written in traditional academic catalog style. Few human beings enjoy reading academic catalog content.
Today’s Link of the Week selection opens with a different writing style (first sentence: “If it runs. flies or crawls, it’s got your full attention.”), followed by 3 key link headings:
•Four-Year Course Sequence
•Biology Courses (but only 5 are included)
•Related Majors and Minors
Scrolling down the page potential students will see short blurbs on “Pre-Med,” “Student Research,” and “Cool Labs.” This section would be stronger if visitors were able to link from each topic to more information. Without that, some people who want to know more about, for instance, “Cool Labs,” will be frustrated.
Continue scrolling to see prominent icons highlighting, among other points, “14 labs on campus.” But you still can’t link from here to a list of the labs and more content about them. The message: academic program pages, even strong ones, benefit if they let people travel directly from major marketing points to more content to support them.
A strong section on “Medical School Early Acceptance Program” recognizes the career plans of many Biology majors and closes the page. People who get this far can’t miss the links to “Apply” or “Visit” or “Request Info.” That “next action step” opportunity is too often missing from academic program pages.
The site earned a “Good” rating from Google Test My site for a 5 second mobile download speed. Google projects a 19 percent” visitor loss rate.
Follow the Link of the Week
To experience an academic program page that differs from most others in content, style, and speed… visit the Xavier University Biology page.
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