Online Engagement. Over the years, it seems to have become our primary goal. Our singular focus.
“We need to engage our prospects and keep them engaged.”
But, let’s be clear. Engagement is a means. Marriage is the end game. And along the way, we may have
confused the two.
As Higher Education professionals, we can and should always be learning from business best practices.
But, we are not an e-commerce site. We don’t necessarily benefit from having students hang out on our
site all day long. Our website is primarily a prospect tool. It is meant to inform. It is meant to persuade. It
is meant to provoke action.
Our engagement occurs in the physical world. Classes (…most of them). Student activities. Social
events. Community. And while we should always be pursuing possible ways to build and strengthen
this community via the web and social media channels, our primary site goal should be to inform
and provoke action. By all means, continue to create opportunities for interactivity on your site. But,
interactivity that points toward the end game. Not distracts the visitor from it.
We have this desire for a dynamic website that engages.
What we really need is a navigable site that inspires.
“But Eric, they’re not distractions. They’re brand-builders.”
Ok, after you streamline the navigation on your Admission page, update the copy to highlight your true
differentiations as a University, and make it incredibly easy for the prospect to take the next step and
contact you, you have my permission to add a “Your School”-branded version of Tetris to the page as
Eric Olsen is the Web Content Manger for Lewis University, a mid-sized Catholic and Lasallian University near Chicago, IL.
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