Your website is the first point of interaction with potential customers and a well-optimized website can significantly improve your online visibility, user experience, and conversion rates. Let's explore some key strategies that can help in optimizing your training provider website.
Simplified Navigation
"Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people's attention for much longer. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds." [1]
Design your website in a user-friendly manner that simplifies navigation. Key information such as courses, registration pages, and contact details should be easily accessible, ensuring visitors can find what they are looking for quickly.
Effective Course Catalog Display
Managing and displaying your course catalog effectively is equally important, irrespective of whether you offer a few or numerous courses. Prioritize categorization or robust search functionality to assist clients in finding the most suitable course with ease.
Pay attention to SEO when naming and describing courses
Did you know that 75% of users never scroll past the first Google page? [2]
Here are some tips on how to make sure that your site is seen by your target audience
Using keywords and key phrases in your names and descriptions increases the chance of your site matching the user's search criteria
Example: If you do management training you should vary between using "management training" and "leadership training" in your course description.
Make sure that your training provider website is mobile-friendly
Google will rank your website better if it's mobile-responsive, even when users search on desktop.
More important than search ranking is that nowadays most Google searches are actually done on mobile phones. This means that without a mobile-friendly site you risk a lot of business going somewhere else.
Use Google's structured data
Google provides a method for websites to add data with more context than just text. For instance, you can specify course dates and locations in a way that Google will be sure to understand. [3]
Facility for Online Registration
Integrating an online registration feature can simplify the enrollment process, reducing administrative workload while offering customers the convenience they expect.
Make your checkout a breeze
A complicated checkout page can turn customers away from your site and onto the competition. So you should really try to reduce friction in any way you can, for example:
- Limit the number of fields that a registrant must fill out. If you don't need their delivery address, don't ask for it.
- Allowing customers to register, so that future orders are made easier
- Use common payment providers (or allow the customers to pay by invoice)
- Allow customer to register multiple participants at the same time
Offer something valuable for the users not yet ready to buy
Most visitors to a site are not ready to buy. If your only option to capture data about those visitors is by them making a purchase you are missing out on business opportunities.
By encouraging visitors to initiate contact you get the chance to convert them into paying customers.
This should be done by providing something of real value, for example, you can let your visitors:
- Download white-papers or pamphlets about your courses
- Subscribe to your newsletter
- Enquire about tailored courses or dates
- Register interest for fully booked courses
- Chat with a customer rep or a chatbot to get answers quickly
Implementing Automated Communication
Actively communicating with clients is essential. Consider automating important communication elements such as registration confirmations, reminder emails, and training pathway updates. This demonstrates reliability and ensures clients are kept well-informed throughout their learning journey.
Integrating Customer Reviews
In today's interconnected world, shared experiences and user reviews can enhance your credibility and trustworthiness as a training provider. Integrate learner reviews into your site, allowing potential customers to consider the experiences of others while making their decisions.
Tracking and Reporting
Keeping track of metrics is crucial for optimization. Utilizing tracking and reporting tools can give you insights into your online marketing efforts and indicate areas for improvement in your website optimization.
What have we learned?
Optimizing your training provider website goes beyond a mere visual upgrade; it involves establishing a client-focused, accessible platform committed to delivering premium services. As a continual process, optimization ensures your site stays up-to-date, functional, and relevant to meet the ever-evolving needs of modern learners.
Using a modern training management system like EduAdmin you get most of these benefits out of the box. Reach out to us today.
References
[1] https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/
[2] The Power of Google's First Page: Unraveling User Behavior | BlakSheep Creative
[3] Course info (Course and CourseInstance) structured data | Google for Developers