Your website is essential to your program.
- Essential to marketing your classes, events, and products.
- Essential in providing important information and content to current and potential students, and clients.
- Essential in remaining relevant in an increasingly digitally-driven world.
Thanks to Google searches, email blasts and social media posts, your program’s website can now be the first point of interaction with customers – a huge shift from even five years ago.
Because the website is such an essential and important marketing tool, we’ve broken down the key new elements and trends to incorporate for 2017:
Mobile-Optimized Design (Though Responsive Design is Even Better)
There are so many reasons why this is at the top of the list but perhaps the most important one is that websites that are not mobile optimized– meaning a website appears the same on a smartphone as it does in a desktop browser except much smaller – will be negatively impacted in Google search results.
Responsive design takes it a step further, with websites automatically adjusting to whatever device is being used to access the site.
The University of Virginia, School of Continuing and Professional Studies has a stunning, responsive website that shifts as you size your browser window or turn your mobile device.
Providing a user-friendly experience is essential, especially in 2017, as internet use via mobile devices has surpassed use on desktop devices, and is only expected to continue to climb.
People are simply doing more on their smartphones – doing more internet searches, reading more emails, and even making more purchases. According to eMarketer’s latest forecast, 95.1 million Americans ages 14 and older, or 51.2 percent of digital buyers, will make at least one purchase via a smartphone in 2017.
High-Quality Images
Your program’s website homepage should act like your program’s brochure cover and, like your brochure cover, your homepage should have a focal point. Whether that focal point is photos of people enjoying your offerings or something else, you want to be sure the image or design is high-resolution (at least 72 ppi, though many experts now say 133 ppi is the new standard) and high-quality (people are in focus, and the picture is balanced and looks professional).
Images engage customers and create interest, so care should be taken to make sure the images on your website reflect quality and value. Including high-quality images throughout the site, whether with course descriptions, instructor bios, or elsewhere only helps to further sell your program and communicate a message of quality.
High-Quality Videos
It’s predicted that videos will drive 74 percent of all web traffic this year. Having high-quality videos on your website to highlight instructors, share one-minute tutorials of something that will be learned in class, or to showcase student success stories will not only help you to engage your audience, but it will also show that your program is staying current by meeting audience expectations for content.
Kendall Harris, Associate Director, Center for Lifelong Learning at Santa Barbara City College, led his program through the creation of many videos that are used on the program’s website and social media pages including the award-winning Look & Learn series. Harris tells others who want to dive into video creation that it can be done effectively, even on a budget and a tight timeline.
A Homepage Call-To-Action (CTA)
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A strategic CTA on your homepage is a great opportunity to engage with your audience and capture their contact information.
A standout example is Willamalane Park & Recreation District, which offers “Sunshine In Your Inbox” by signing up for specific newsletters through a simple, clean, slide-in CTA.
Make the most of your homepage by incorporating a large, eye-catching CTA.
Utilization of Space
Real estate in your print brochure is pricey, but not so on the web. When you include things like testimonials, videos, images, or even instructor resumes, you solidify the quality of your offerings and give people a glimpse into what their in-class experience might be like.
When there’s opportunity for high ROI or increased enrollments, take the time to create web pages or even mini-sites for those classes or events.
UNM Continuing Education does a great job of this with their Youth Camps & Classes and Writers Conference pages. These high-value offerings have designated areas on the UNM Continuing Education website, that are complete with separate FAQs, calendars, and more.
Make the most of the space afforded to you by your website by delivering content that engages your audience and highlights your offerings.