Is your online course content optimised to convert?
Libby Marks Copywriter
Award-winning freelance writer for B2B SaaS brands | Long-form content specialist | Shameless coffee addict
2.21 minutes.
That’s not long.
But that’s the duration of an average visit to a university website. Is your copy optimised to grab readers’ attention and convert it into action?
Like ordering a prospectus, signing up for a visit day or submitting their valuable details to your CRM? If not, your best laid plans could get derailed. Here are my top tips for getting back on track.
1. Make friends with AIDA...
AIDA stands for attention, interest, desire and action. It’s the journey you want your reader to take to maximise conversion.
- Capture their ATTENTION with a great first line and front-load your content with your strongest selling points.
- Stimulate their INTEREST with active benefit-led text about what your course offers.
- Surface their DESIRE with an invitation they can’t refuse.
- Convert this into ACTION with an easy-to-follow next step.
Want to know what this looks like in practice? Contact me to discuss rewriting some samples of your online content: [email protected]
2. ...And with Hemingway
Your text needs to be easy to read and digest.
Hemingway is a handy online tool that helps you check the readability of your content. Comprehension levels are lower online compared to on paper. And drop further on mobile.
Hemingway highlights text that’s too long or has a confusing structure. Think of it as accelerating understanding rather than dumbing down.
3. Front-load your best bits
Uncover the USPs for your course and make sure they’re loud and proud above the fold (the area the reader can see without scrolling). Combine with an active verb for added impact.
Study at the UK’s top university for agriculture
Learn from linguists ranked in the world’s top ten
4. Format for scanners
Maximise your chance of catching your reader’s eye. Format text so that it’s easy to spot key features when scanning through the page.
- Use meaningful subheaders
- Break up text with bullets
- Keep paragraphs short and snappy
5. Highlight benefits, not just features
- Year abroad > Boost your employability with a second language and international work experience.
- Work placement > Stand out from the crowd with 12 months’ professional work experience when you graduate.
- Library resources > Immerse yourself in a world of knowledge with access to over 100,000 ebooks.
- Sports facilities > Let off steam and be part of a team, with more than 50 sports clubs on campus
6. Use active voice
Take your reader with you by using active voice throughout your content. Notice the difference:
- Physics and mathematics are studied by all students in first year.
- You’ll study physics and maths in your first year.
- Work placements are undertaken in the third year (optional).
- Take an optional work placement in your third year and boost your employability.
7. Address readers directly
Make a personal connection by addressing readers as ‘you’ rather than ‘students’. Be concrete about what they’ll do. For example:
‘All students have the opportunity to take a year abroad and learn another language.’
‘You’ll spend a year abroad and become fluent in a second language.’
8. Supercharge sentences
Use dynamic verbs to encourage action and drive home benefits.
- ACCELERATE your academic achievement
- FAST-FORWARD your career
Develop, gain, enjoy, expect, learn, excel, advance, perform...You get the idea.
9. Create a killer call to action
Remember AIDA? She wants you to convert all this interest into action. And you do that with a Call To Action.
A CTA gives your reader something to do next. Like:
- register for an open day
- sign up for email updates
- order a prospectus
Don’t forget to KISS your CTA. Keep It Super Simple.
Make sure the next step and the benefit are clear. Eg. Sign up for alerts and be the first to know about...
10. Take names and kick ass
Add a form to your webpage to collect contact details and add prospects to your CRM system. Following GDPR guidelines of course.
Growing your mailing list is a great way to increase conversion, as you can build a picture about your prospect and provide them with useful timely content that is relevant to their needs.
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So, how does your course information stack up? Ready to optimise your online course information? Not sure or need more evidence to get buy-in? Analytics don't lie.
I offer a trial package so you can A/B test my content against your existing information. Choose to rewrite and test 5, 10 or 20 courses. When the results are in, we'll work on the rest.
Email [email protected] today for more information.
Want this article as a PDF to share with colleagues? Email me for that too :-)
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