How to give your enrolments a boost by tweaking your training website
How to give your enrolments a boost by tweaking your training website
by Gavin Howard
The role websites play has changed, and training businesses which have embraced this change have been able to reap massive rewards in relation to their most important goal Student enrolments.
For instance, attention spans are on a decline. Therefore, your website has to engage users immediately. In fact, you have approximately 15 seconds to grab their attention. Within that time you want to summarise your main message in one sentence, and use a benefit focused subheadline.
For example: (Headline) “We deliver Nationally Recognised Courses.” (Subheadline) “Courses crafted to take your business to the next level”. Within those few seconds they know exactly what you do and how you can help them. They can then make the decision to read the rest of the homepage.
Your homepage is like the experience of walking into a store. If people struggle to find what they need, they are just going to leave. Some RTOs load their homepage with as much text as possible.
Moreover, some use confusing terms, that their audience do not understand anyway.
The role of your homepage is to pique their interest so that they take the next step. Examples may include, download their course brochure (attached to your mailing list, to find out more about your courses.
Simplicity is best.
One simple way to find out whether you are hitting the mark is to read the text out loud. If it sounds conversational and engaging, you are on the right track. I like to pretend that I met a stranger in the street and I have to quickly tell them about what we have to offer.
Quick question: when was the last time you redesigned your website? Website design trends take about three years to change significantly. Sites that don’t keep up can look dated very quickly. In the competitive training industry, a dated website could see you losing students to competitors. It is worth scheduling a website redesign every three years. Fortunately, a redesign isn’t the same as a website build; therefore, the costs are significantly lower.
Your website is the first impression, so make sure that you are giving the best.
Content marketing is used to give visitors more of an insight, build a relationship and encourage them to purchase. However, a lot of business’ engaged in the Training Industry simply setup a blog and post whatever they feel like.
As a result, some posts seem like they were written in a hurry and/or leave the reader feeling like they wasted their time. Furthermore, most training organisations can produce really good quality content, however they lack the skills in marketing their content.
Ultimately every content piece you produce for your training is an opportunity to gain more students. In fact, get this wrong, and it can do more harm than good. Your best content pieces will solve your student and client problems. Quora, Yahoo answers and Twitter are wonderful places for seeing people air their problems. Type in a keyword related to your target market and see what comes up. After reading a few pages, you should start to spot a trend. This helps you
to create posts which are sure to hit the mark.
SEO techniques are often misunderstood, and everyone has their own opinion on them. Google is also very secretive about the ranking factors in order to stop people from “gaming” the system. Search engines make money and retain users when they show the most relevant results.
This is the founding principle for SEO.
Some web developers “stuff” the site with keywords, buy inbound links on low quality websites and/or use url redirects. These are tricks and don’t work in the long term. Google measures the time spent on your site, how many pages people visit and how many times your content is shared on social media and by whom. This is a key part of the algorithm and determines the relevancy of your site.
Taking the above into account, it is best to optimise your site for humans. This means creating useful content and using Call To Action(CTA) buttons to help navigate users through your site. An example of CTA text is “Click here to get our FREE eBook on effective studying.” Not to go all spiritual on you but SEO is like karma; to reap the rewards your strategy has to be crafted to help your visitors find the information they need
Build an email list
With so much talk of social media marketing, some forget the importance of building an email list. At the end of the day if you wish to sell your RTO or business, your most important asset is your student and potential student database.
Every top social media site intentionally limits the number of people who see a post once you hit “publish”. This is because they need to measure how interesting it is first. However, when you use email, it reaches everyone. Moreover you can use your email list to track the actions users
take on your site. This allows you to craft ads which are more likely to entice them towards taking the next step.
The best way to capture email addresses is to use a “bribe” such as an eBook or discount code.
Use a marketing funnel
Many RTO’s and the Training Industry in general lack a marketing funnel and this saddens me. They are missing out on being able to reduce running costs and increase enrollments. A marketing funnel begins with a lead magnet, such as a blog post, eBook, video or other content piece. The key is to make sure that the content piece is useful, solves a problem, and conveys competence. You can invite people to the next stage of your funnel (tripwire) using a your Call
To Action (CTA). Notably, digital marketing for the training industry is different to other niches.
Stick around till the rest of this piece because we have a free eBook you might be interested in.
Remarketing to your Prospective Students
The more expensive your course, the more touch points you will need before a prospect decides to enrol into your training or purchase your training services. That is why content marketing is so important. It helps to automate the engagement process. Have you ever visited a site and seen their ads after exiting the site? This is called remarketing, and is the most effective way to reengage with your visitors.
This is how remarketing works.
1) A potential student visits your site. A small pixel is installed on their device (legal).
2) As they visit other sites, a compelling ad is shown to them. This is possible due to the fact that most top websites have partnerships with ad networks.
3) You can use remarketing to show relevant offers. For instance, you can offer a discount or invite them to talk on the phone about their needs.
4) You can set up remarketing using Adroll.
Words carry immense power and can make a huge difference to enrollments. People make quick decisions based on the content they see on your homepage, landing pages and emails. Many training organisations choose to do this writing on their own. After all, writing is “easy”. However writers capable of engaging, informing and persuading your audience are rare.
It is like the difference between someone who goes for a walk in the mornings and an Olympic marathon runner. Fortunately, copywriting is a skill which can be learned.
Get our eBook filled with checklists to make your content captivate and lead prospects towards the buy button.
With many years of experience in the training and marketing industry, we know what works. Leverage our knowledge and experience for your business. We build and maintain results focused digital marketing campaigns for the training industry. Get in touch for a free, no obligation call to see how we can help you. Feel free to grab a copy of our guidebook below.
Enrol More Students With Online Marketing
- Build a robust online marketing strategy by conducting market research into your target students and competitors.
- How to reduce costs while scaling your enrolments generating campaign.
- Easy to follow checklists so that you stay on track!
- Assistance to accelerate the research and implementation phase.