How Much Is Your Web site Worth?

The National Research Center for College University Admissions (NRCCUA) in their annual rankings of admissions web sites found that of more than 3,000 sites reviewed, less than 30 percent were good enough to receive an “A” or “B.” The rest received a “C” or lower. The Enrollment Power Index (EPI) bases web site grades on functionality, design, and the ability of the site to take potential students from prospect to applicant.

It is easy to understand why these sites are receiving such low grades when reading the Eduventures study released October 31, 2007. This study, Maximizing the Effectiveness of the Admissions Web site, found that on average, admissions departments spend only 12 percent of their marketing dollars on their web site.

Given that every study in the last five to eight years supports the critical nature of the web site in college and university enrollment efforts, I found these latest reports to be disheartening. I find myself asking why the majority of admission web sites are ineffective and under-funded.

This week’s Monday Marketing Minute asks you:

Are you giving your web site the marketing attention it deserves? If not, why?