Web Presence Optimization Toolkit
Drawing upon industry best practices from across the public and private sectors, this suite of tools focuses on actionable strategies for community college leaders to use in assessing the current performance of their site, recognizing gaps in functionality, creating content that is appealing, and identifying opportunities for targeted investments.
Click on the segments below to find related tools and resources.
This resource is part of the Improve Communications across the Community College Student Lifecycle Roadmap. Access the Roadmap for stepwise guidance with additional tools and research.
Adopting inbound marketing techniques to reach “Search and Shop” prospects
Competitor Website Audit Workbook
This two-part workbook presents a repeatable, manageable process for completing a gap analysis of a peer group’s websites. Use the tools to identify competitor institutions and programs and conduct the gap analysis.
Usability Auditing, User Testing, and Design Guidelines
The checklist below allows you and your staff to evaluate usability according to basic web design terms, enabling productive conversations with the web team.
Comparative Shopping Tools
You want to make sure that your page takes this shopping behavior into consideration with information about your program (and others). The examples in this tool span from quick-wins to complex so you can find a comparison tool that’s feasible.
How-To Guide for Validating Prospect Search Terms
This how-to guide offers three ways to collect useful information about the words, phrases, and key search terms used to research educational offerings, compare institutional programs, and navigate to your website.
Reading List for Staying Current on SEO Trends
The reading list in this tool serves as a starting point for understanding SEO and is also a reference library to consult when SEO algorithms (and therefore SEO strategies) shift and mature.
Tell-a-Friend Email Campaign Scripting
This tool offers five example e-mails, each of which presents a different type of enrichment content. The Forum believes recruitment officers can modify the messages below to highlight appropriate university news and industry-related content.
Methodology for Identifying Key Influencers
Follow these steps to identify the external entities, including blogs, social media groups, and professional organizations that are highly influential in the field you are selling an educational product.
Guidelines for Cultivating Key Influencer Relationships
This tool will walk through the process of developing productive relationships with four types of key influencer: bloggers, social media groups, discussion groups, and professional organizations.
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Learn how you can get access to this resource as well as hands-on support from our experts through Professional and Adult Education Advisory Services.
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