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A good program page should captivate potential students, address their key questions and concerns, build trust, and make the student feel confident that this program is the right choice for achieving their goals.
Yet, many institutions simply put information about the program on the page, with little thought about making it emotionally compelling for the reader.
Creating program pages that convert takes more than listing information about the program.
It requires understanding your audience, highlighting the benefits, providing clear calls to action, and incorporating social proof.
By doing so, you can create a persuasive and engaging page that convinces prospective students your institution is the right choice for them.
This blog will take you through seven key copywriting strategies you can use to create program pages that convert so you can attract mission-fit students!
If you’ve followed me for a while now, you know how important it is to understand your audience so you can better answer the questions they’re asking.
Start by identifying which students will most likely be attracted to the program.
This will help you identify the demographics and psychographics of your target audience. I recommend considering factors like age, educational background, career aspirations, and personal interests so you can craft a message that speaks directly to them.
For example, a master’s program in environmental science might attract students passionate about sustainability and seeking to make an impact in environmental policy.
When you understand the long-term goals of your audience, you can clearly show how your program aligns with their aspirations. What’s more, you can address the fears and concerns students might have about the program or their chosen field.
These could include worries about job prospects, the difficulty of the coursework, or the financial investment required.
When you acknowledge these concerns and provide reassuring context, you help remove obstacles that might get in the way of their entering the program.
Anyone who is worth their salt in copywriting will tell you speaking to the benefits of a product is a powerful way to turn a consumer’s head.
It’s the same for higher education institutions who want to market to potential students.
It is not enough to simply state the facts of the program, you have to explain why and how it will benefit them.
If your program is in business administration, explain how graduates will be able to lead teams, manage projects, and make strategic decisions that drive business success. Use concrete examples to illustrate these capabilities.
Here is an example:
“Graduates of our business administration program will have the expertise to lead organizational change, manage diverse teams, and develop innovative business strategies. You’ll learn how to analyze complex business problems and implement solutions that drive growth.”
By emphasizing the benefits, you make it clear how your program adds value to the students’ lives and help them see the real-world advantages, which will then motivate them to take the next step.
A compelling program page must have a clear and straightforward call to action (CTA) to guide prospective students on what to do next.
Without it, students might say, “Huh, interesting,” then quickly scroll away.
After reading about the program’s benefits and how it aligns with their goals, a good CTA makes the next steps to move forward abundantly clear.
To establish this CTA, identify the primary action you want students to take after engaging with your program page.
This could be requesting more information, scheduling a campus visit, starting an application, or contacting an admissions advisor. The desired action should align with the overall enrollment funnel and be easily identifiable as the next logical step in their journey.
Here are a few examples:
Additionally, consider including multiple CTAs throughout the page, especially in longer content.
This ensures that no matter where students are in their reading, they have a clear, immediate option to engage further.
You shouldn’t be the only person talking about how cool your programs are on your program pages.
Potential students need to have social proof from other students.
Testimonials, both video and written, are powerful tools in convincing prospective students of the value and credibility of your program. They validate the benefits you claim are possible!
Make sure these testimonials are detailed. They should highlight positive experiences, specific skills gained, or personal growth achieved through the program.
Here are a couple examples of some good social proof:
Be sure to include pictures of these students so you can showcase real students and alumni success!
On top of testimonials, you can also include case studies, which offer detailed insights into the success stories of graduates, and highlight the program’s role in their success.
Here is an example:
As we all know, college is expensive. Which means your potential students need to know the program is worth the cost.
Can they get a good job with this program? Will that job offer a steady source of reliable income and return on investment? Is this field currently growing or contracting?
All of this information will help the student understand what their return on investment will look like after completing this program.
To address these concerns, I recommend clearly outlining the types of careers that graduates of your program can pursue. Provide specific examples of job titles, industries, and roles and highlight the diverse paths that the program opens up, showing students the range of possibilities.
You can also add information about the financial benefits of completing the program.
This could include data on average starting salaries and long-term earning potential. Here is an example:
This kind of information looks great in a caption box.
If it’s contracting but competitive, emphasize how your program gives students a competitive edge.
Here is an example of a growing field:
Here is an example of a constricting field:
The goal with this information is to demonstrate the real-world value of your program and reassure prospective students that their investment in this education will pay off.
Many students juggle various responsibilities, such as part-time jobs, family obligations, and extracurricular activities, which means they may have concerns about the time commitment of school.
By highlighting the flexibility and accommodation your program offers, you can make it more appealing and accessible.
If your institution offers them, you can highlight evening classes, weekend sessions, or online courses. The goal here is to show that your institution understands the diverse needs of students and is committed to providing education that fits their lives.
You can also show this by highlighting the flexibility of part-time or full-time program commitments, so the student can manage their workload and progress at their own pace.
This could include academic advising, tutoring, career counseling, and mental health services.
Finally, if applicable, describe how your program offers personalized learning paths that allow students to focus on areas that are most relevant to their goals and schedules.
This customization can make the program more relevant and manageable!
By putting the student in the front seat, you show that your program is designed with their needs in mind, making it easier for them to see how they can successfully integrate their studies into their daily lives.
Today, the need for community is a growing concern for Gen-Z.
Growing up as digital natives, they crave authentic, real-world connections that social media often lacks. Their commitment to diversity and inclusion drives them to seek communities where everyone feels accepted.
Moreover, Gen-Z values collaborative and interactive learning, preferring educational experiences that foster engagement and participation.
Institutions that understand and cater to these needs can better attract and support Gen-Z students, providing the meaningful connections they desire.
These relationships are often pivotal in a student’s academic and professional development, and provide guidance, support, and valuable industry connections. Here is an example of how you could highlight this:
Another powerful way to showcase community is by highlighting opportunities for community engagement!
By doing this you can demonstrate how students work together, contribute to meaningful projects, and make a difference both on campus and in the broader community.
Graduates can deeply benefit from a lifelong connection to a community that supports their professional and personal growth. This connection can lead to enhanced career opportunities, continuous learning, and a strong sense of belonging.
Here is an example of how you can highlight this on your programs page:
A well-crafted page does more than just inform—it captivates, motivates, and builds trust.
By following these tips, you can create a compelling narrative that resonates with potential students so they will see why your institution is the obvious choice for their education.
Need help creating compelling program pages that convert? Let’s chat!
At Caylor Solutions our goal is to help you stand out to your mission-fit students and get the attention your institution deserves.
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Featured image by Drobot Dean via Adobe Stock
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