Is your website holding back your student enrolments?
by Phil Owen, Partner
In today’s competitive education market, your website is much more than a digital brochure – it’s the cornerstone of your student recruitment strategy. An outdated or poorly optimised website could be the reason your enrolments aren’t meeting expectations.
At Sticky Digital, we’ve helped education providers like McArthur Morgan turn underperforming websites into powerful recruitment tools. Here are five key areas to review to ensure your website is set up for success.
1. Does your website offer a clear user journey?
When potential students visit your website, they’re looking for answers. Confusing navigation or hard-to-find information can quickly lead to frustration – and a lost enquiry.
What to check:
- Is it easy to find essential details like courses, fees, and contact options?
- Are calls-to-action (e.g., “Apply now” or “Request info”) clear and prominent?
- Does your site guide users smoothly from exploration to action?
Sticky Digital insight:
When we redesigned McArthur Morgan’s website, we prioritised intuitive navigation and strategically placed calls-to-action. The result? A significant increase in student enquiries and sign-ups.
2. Is your website mobile-friendly?
With over half of web traffic now coming from mobile devices, a mobile-friendly design isn’t optional – it’s a necessity. An unresponsive website frustrates users, making it harder for them to interact with your content.
What to check:
- Does your website adapt seamlessly to all screen sizes?
- Are forms, menus, and buttons easy to use on mobile?
Sticky Digital insight:
Responsive design ensures that prospective students enjoy a positive experience, whether they’re browsing on a phone, tablet, or desktop.
3. Are you using SEO to attract the right audience?
Search engine optimisation (SEO) is key to reaching potential students actively searching for courses like yours. Without it, your website might be missing out on valuable traffic.
What to check:
- Are page titles and meta descriptions optimised for relevant keywords?
- Do you publish high-quality content that answers student questions?
- Is your site structure search-engine friendly?
Sticky Digital insight:
We implemented a targeted SEO strategy for McArthur Morgan, boosting traffic and positioning them as a trusted authority in their sector.
4. Are you tracking and measuring performance?
Without tracking user behaviour, you’re guessing at what works and what doesn’t. Analytics tools like Google Analytics 4 (GA4) can help you identify strengths, weaknesses, and opportunities.
What to check:
- Are you monitoring bounce rates, conversion rates, and time on site?
- Can you identify where users drop off during the enrolment process?
Sticky Digital insight:
Data-driven decisions are key to website success. By tracking performance, you can continually refine your approach to achieve better results.
5. Is your content engaging and up-to-date?
Outdated or irrelevant content sends the wrong message, while fresh, engaging content builds trust and captures attention.
What to check:
- Are course descriptions, testimonials, and visuals current?
- Do you regularly update your site with news and relevant information?
- Does your tone of voice resonate with your target audience?
Sticky Digital insight:
Compelling content demonstrates your institution’s professionalism and approachability, helping to convert visitors into students.
Bonus: are you using the right communication at the right time?
Your website needs to meet users where they are in their decision-making journey. Inspirational content works best for early-stage visitors, while detailed, actionable information appeals to those ready to enrol.
What to check:
- Does your homepage draw users in with compelling visuals and headlines?
- Are detailed course guides, fees, and application processes easy to find?
- Do testimonials and success stories feature prominently for decision-ready users?
Sticky Digital insight:
Matching content to user intent is vital for a seamless experience. We design content strategies that guide users naturally through their journey.
Take the next step
If your website isn’t excelling in these areas, it could be costing you potential students every day. The good news? Small, strategic changes can make a big difference.
At Sticky Digital, we specialise in transforming education websites into recruitment powerhouses. From responsive design to targeted SEO, we’ll help you create a digital presence that delivers results.