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Upgrading Your Website – Why You Shouldn’t Wait Another Day

After months of work to launch a new website, some organizations consider their website done. They may not be aware of the upkeep required to ensure their site is always operating at peak. It might be they don’t have the staff needed to keep up with site maintenance. Whatever the situation, research shows approximately 97% […]

After months of work to launch a new website, some organizations consider their website done. They may not be aware of the upkeep required to ensure their site is always operating at peak. It might be they don’t have the staff needed to keep up with site maintenance.

Whatever the situation, research shows approximately 97% of consumers base a portion of their purchasing decisions, in part, on an organization’s website. And if they have a bad online experience, 17% will leave after that one experience – 59% of consumers will abandon after multiple bad experiences, according to the PWC Future of Customer Experience Survey. For organizations operating in the workforce and education space, this could translate to fewer students, job seekers and employers enrolling in classes or signing up for your services.

The research indicates that both periodic investments in modernization and ongoing investments in upkeep are critical for organizations in every industry to maintain confidence in their customer base. If you haven’t spent time optimizing your website in the last couple of years, it’s along the lines of letting trash pile up outside the entrance to your business – not the look you want to present to your customers.

We know it’s hard to keep up. The digital world moves quickly and often. Over the past three years, there have been some dramatic shifts that affect non-upgraded websites.

  • Google has drastically changed the way it indexes and ranks websites, with a greater focus on the mobile experience and performance. Websites that may have ranked highly before are being placed further down the search index because they have not upgraded to modern techniques that deliver an optimized consumer experience.

  • Internet browsers have improved significantly, offering a wide array of new UI and UX tools to help create a highly engaging, visually compelling consumer experience. Modern browsers support a variety of native animation and engagement features – but websites must be upgraded to take advantage of these more sophisticated features.

  • Content management systems have new offerings as well. WordPress, in particular, and other systems have introduced an entire suite of new capabilities. In fact, since early 2020, WordPress has released over 70 new features and tools that can be integrated to manage content more easily and present richer, more dynamic experiences to users.

Your website is one of the most powerful and effective ways of communicating with your customers, so it’s important that it deliver a smooth – and preferably, memorable – experience. That means regularly upgrading your site’s user interface (UI), user experience (UX), content management, and mobile performance.

Ask yourself:

  • Could our site introduce interactive features that improve the customer experience?
  • Does our site work well not only on a desktop computer but on mobile phones and other devices, too?
  • Is there room to replace bland content with fresh, relevant content?

If you are not sure how to upgrade your site or improve the user experience, FCM can help. We keep our finger on the pulse of current and upcoming digital trends to facilitate exact upgrades, seamless transitions, and definitive understanding for our workforce and education customers.

Contact us today, and let’s talk about getting your website in optimal shape.

Thought Leaders in Workforce, Education & Entrepreneurship

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Get the Equity Engagement Experience™ to Boost Your Enrollments

As educators look toward summer and fall 2021 classes, rows of empty seats confront them. Students disappeared from their Zoom screens last spring – and many did not reappear. Students graduated off the high school rolls – and enrolling in college was not on their radar.

As educators look toward summer and fall 2021 classes, rows of empty seats confront them. Students disappeared from their Zoom screens last spring – and many did not reappear. Students graduated off the high school rolls – and enrolling in college was not on their radar.

The National Student Clearinghouse Research Center’s latest report showed college enrollment declined by 4.4% this year. At community colleges, that decline was over 10%. Despite the popular rhetoric that many 2020 high school graduates took a gap year, the Clearinghouse numbers tell a different story.

For students in low-wage jobs and students of color, that ‘gap year’ is more realistically described as widening the ‘equity gap’ with many of these students abandoning plans for post-secondary education.

These students, along with college students who dropped out last spring, have now set themselves on a path to join the 36 million Americans who left college without a credential, positioning them for a lifetime of lower earnings.

Dire situations like this enrollment crisis require a different kind of enrollment marketing, not more of the same that has been employed in the past. Here at Full Capacity Marketing (FCM), we’ve been creating unique recruitment and enrollment strategies during COVID-19 and documenting them through our thought leadership blog.

One of these solutions is our Equity Engagement Experience™ — a strategy specifically designed to identify vulnerable student segments and reach them with ads personalization and post-click engagement that result in quality leads ready to convert.

A recent example is FCM’s work with Saddleback College (Saddleback) to bring students back and help close the equity gap via a summer campaign called “Make Your Comeback.” Using FCM’s proprietary psychographic targeting method, four student segments were identified and targeted with unique messaging under the “Make Your Comeback” campaign. The multi-phased ad campaign that starts next month will use lists of students that did not enroll in Fall 2020 or Spring 2021 and creates custom digital ads to deliver segmented messaging.

By creating look-alike audiences, in late May and early June, we can then also reach similar people with similar behavior, interests and demographics and target them with the right calls to action and copy that fits their situation best. This allows Saddleback to capture that large group of students who did not enroll in post-secondary education after high school this year.

In addition to reaching these two critical segments, FCM will deploy customized strategies to raise awareness of Saddleback’s offerings among new audiences, showing ads to targeted zip codes to users 18-34 with expressed interests in going back to school, finding a new job or learning new skills, as well as reaching potential summer students who currently attend a four-year university.

An integral part of FCM’s Equity Engagement Experience™ strategy is the post-click experience: engagement via chatbot, email and text messaging. Many marketing agencies spend more time on the pre-ad click strategy, however, FCM equally focuses on the post-click experience to increase the likelihood of conversion by an audience that is known to need extra touches and prompts for decision-making and follow up.

To continue the conversation with prospective students and lead them to conversion, FCM will launch a “Make Your Comeback” segmented email series. Strategically written and delivered emails that apply relevant messaging by segment are a critical part of the conversion process. In addition with text messaging capacity, FCM will not only be able to collect more leads via a unique keyword opt-in but will utilize texting to deliver email follow-up messaging via text to the roughly 70% of users who generally decline to open their email messages.

We know it’s not easy to recruit students during this time while meeting equity goals—contact us for a consultation on how to apply our Equity Engagement Experience™ for your school.

Thought Leaders in Workforce, Education & Entrepreneurship

Download our eBooks now and get informed. Download