Tip Sheets

Admissions-Boosting Website CTA

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800.443.9441 | solutions@blackbaud.com | www.blackbaud.com November 2018 1 TIP SHEET Six Admissions-Boosting Website Calls to Action for Schools BY EMILY CRETELLA, OWNER, CURSIVE CONTENT MARKETING Your website is getting traction, and you've strengthened your admissions content so it better tells your school's story. So why aren't you getting more calls, inquiries, and visits? Perhaps you're not asking for them in an effective way. To engage prospective students and families, you need to give them CTAs that align with their decision-making process. Get creative, so no matter what stage your readers are in, there's a step that's right for them. Consider the following when crafting your online CTAs. 1 Don't overlook the obvious. Start with the basics; does each page of your website have a CTA? Because it should, and they're especially important on your admissions pages. Consider including Visit, Inquire, and Apply buttons at the bottom or in the sidebar of these pages. Pair them with strong value statements that prompt readers to click. End important pages with a form or a place to contact someone with questions, and then link to that person's email and phone number. 2 Answer the next question. Make a list of the common questions a reader would have on every page of your website. How can you answer those questions right away? Think about linking to a blog post, video, or other resource that offers more detail. Understanding what questions your readers will have next will help you guide their decisions easier. 3 Offer a neutral resource. Help families with their research by providing a free guide or eBook, such as 5 Things to Think About During Open House Visits or 10 Answers to Know Before Submitting An Application. This will also attract those right-fit families who are thankful for your expertise and insight.

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