Your web site, The Great Communicator

For years, web marketing professionals have been shouting that content is king. While having content on a web site is certainly important, having the right content is what makes the difference.

When visitors come to your web site, do they know what to do? Can they find the information they need quickly? If you answer no to these questions, your message is not being communicated in the most effective way.

Consider for a moment that of the 60 million Americans surveyed by the Pew Internet & American Life Project, 50 percent said the Internet played a major role as they pursued more training for their careers, and 42 percent said the Internet played a major role as they decided about a school or a college for themselves or their children. That is a significant number of decision-makers who could find their way to your school site. But would you lose them once they got there?

For web site content to be truly effective, it must address:

  1. the reason why a visitor would come to your site
  2. what information can be found on your site
  3. how to navigate through the site to gather the necessary information or take the necessary actions

If you haven’t evaluated the effectiveness of your school site lately, now is a great time to do it. Solicit the help of people unaffiliated with your school to navigate your site. Using the three requirements stated above as your benchmark, have them grade your web site. You might be surprised by the results. But making necessary changes will benefit you in the end.

There are 30 million Americans searching for information about career training or higher education. They could be looking for your school. You want to be ready to help them gather the information they need to choose your school over your competition. Communicating the right message in the right way can go a long way to make that happen.

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