What do we want our website to do? What is it’s major purpose? Most of the time the #1 goal is going to be recruit students and everything else falls a distant second so keep that audience in mind. Build for your main audience, but don’t forget your other audiences. You will find that you can do this while still staying relevant to everyone.
So what is important to me? What should I be tracking?Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the ViewbookTake a Virtual TourGeneral GoalsSign up for eConnect updatesWatch VideosSubscribe to RSSBecome Facebook Fan, Member of a GroupJoin Linked InRead Blogs
http://www.flickr.com/photos/nathanbaker/479278585/The real value of a Campus Tour is it’s ability to get individuals to want to apply to your school. It can be one of the single most influential things in the decision process for a prospective student. So how much is it worth and how do we get prospective students to want to apply to our school?
One of the biggest points of social media is to increase engagement which ultimately leads to more applicants and student or revenue in one form or another. You can’t convert a twitter follower to a new student UNLESS they visit your website and go through the conversion process.
Same can be said for a website. You can have the greatest website in the world, but if nobody is visiting it is it making a difference? Of course you have to get people to visit, but knowing what they do when they visit is equally important.
Otherwise it doesn’t matter if you increase traffic if you aren’t also increasing conversions.
I’m not going to be able to tell you a whole lot about doing social media because this is something schools are actually doing pretty well. I do want to remind you of some important details.
You can use this same process to decide the value of doing any web project
Possible Important ItemsAdmission Specific General Goals• Apply to College • Sign up for eConnect• Schedule a Campus updates Visit • Watch Videos• Request Info • Subscribe to RSS• Download the • Become Facebook Viewbook Fan, Member of a• Take a Virtual Tour Group • Join Linked In • Read Blogs29
The Landing Page• Keep it simple – Little to no navigation or other links• People scan, don’t read – Bullet points – Pictures – Bold copy – Five second rule• Make it instantly obvious what they will get• Shorter the form the higher the conversion rate• Possible alternative call to actions
The Follow-Up• Thank you page• Auto response email• Additional channels to connect• Opportunities for further engagement – Lead Nurturing – Email Marketing – Phone Calls
Search Engine Crawlers are Blind Yahoo Microsoft Google
By the Numbers (on one site)• 30% of traffic is delivered by Search Engines• 82% of that traffic is delivered by Google• On a large college website w/ 1,000,000 visits per month that is 300,000 visitors
It All Starts With Keywords• “It’s NOT about what you want or what you call it, it is about what people are actually looking for.”• “Nobody cares about your products (except you)” – David Meerman Scott
Long Tail Keywords• Computer Science Degree South Carolina• Computer Science Program South Carolina• Computer Science Degree• Computer Science Major• Computer Science
On-Page Optimization Page Title URL Meta Description Meta Headers Keywords
Page Title Page• Describe The Page Title• Include Keywords• 70 Character Limit
The URL• Describe The Page URL• Include Keywords• A Dynamic URL is hard to understand• What are the following two pages about?• http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5- nationals-3/• http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=422 5972&vkey=recap&fext=.jsp&c_id=mlb
Headers• Semantic Markup Headers• Include Keywords• Describe sections of the Page