ESM Digital's Higher Ed Marketing Blog

Responsive Design

Your own experience probably already confirms what Google has been telling us for a while, now: more and more students are researching their next educational moves online. In fact, Google says that some 90 percent of enrolled students use the internet in their search for a school. And education-related queries were up in the first quarters of both 2012 and 2013.

It isn’t enough, however, just to be online; you’ve got to be where your students are and you need to give them the experience they deserve. At Effective Student Marketing, we’ve noticed a steadily upward trend among our clients in the direction of mobile access. Your students are finding you –from wherever they happen to be!

Here are a few things to consider for your online presence:

Cross-Device Strategy: It’s important to remember that no good marketing plan uses a one-size-fits-all strategy. Your online presence has to be about your school and your students. The truth is that even if most of your students start their search from their smartphones, they may also turn to other devices as they come further down the funnel in their decision-making process.

Responsive Web Design: Just because you show up on prospective students’ smartphones and tablets doesn’t mean your site is fully optimized. According to a 2012 keynote survey, webpages that load too slowly are the top frustration for mobile users. In that same survey, 64 percent of smartphone users said they wanted a site to load in less than 4 seconds.

Penalties for Unresponsive Design: Sound design isn’t just good practice; its good business. Did you know that your site can be demoted in search rankings if your website is not mobile friendly? It’s imperative that you consider your user at every turn. Where are they searching? How are they searching? And what are they watching? A video that makes an awesome impression on a laptop may make for a lame experience on a smartphone. And while some of your users might be okay with that 4 second load time, the best recommended load time is a rapid response of a single second.

If you want more information on how to respond to your students with responsive design and targeted marketing campaigns, contact Effective Student Marketing today for a free consultation. We’ll show you how to guard your rankings and your reputation.