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May 21, 2007

Is Your Web site Frustrating Prospective Students?

Simplicity drives all of our behavior. For example, at self-service gas stations, you scan your credit card, pump, then go. In and out.

Unless you live in New Jersey or Oregon. Then, you receive mini-service - an attendant fills the gas tank in accordance to state law, but you still need to pay for it inside the station. Which is more convenient?

Prospective students have similar expectations of your admission's web site. Is it easy for them to find information about SAT requirements, scholarships, or student life? Or, do they need to click through several pages? Worse yet, do they need to call you to find out simple information?

With the growth of the Internet, there has been a shift to a 24/7 self-service model where people can get whatever they want, when they want it. Teens are used to instant gratification, whether it's downloading songs after school or registering for meal plans at midnight. If a prospective student has to wait until 8:00 a.m. to get answers from your office, he or she may become so frustrated that it affects the first impression of your school.

Meet your prospects' expectations by:

• Offering forms at your web site, either in downloadable format or online submission.

• Anticipating their questions and having a page dedicated to answers, especially as the enrollment process changes.

• Minimizing search and driving prospects to important pages with minimal clicks.