The VPM Blog

Converting Website Visitors into Leads for Your University

Posted by MiKyle Crockett on Feb 11, 2015, 9:33:59 AM

Being the life of the party is a role many want, but few can handle. Often times, attraction is thought to be the toughest part of landing a lead, but what you do to keep the visitors is just as important. After attracting qualified inbound leads, your website should have compelling calls-to-action, be optimized through experimentation and have traceable progress.


The first rule to being the life of the party is to give the people what they want. Compelling calls-to-action can guide your visitors to the next steps and show them exactly what actions to take. The trick to this is understanding that it’s all about “how can I serve you” vs. “how can I see you.” As the ideal host, you want to further engage your visitors and make sure that they are welcomed, no matter what page they are on. Because visitors do not always reach your site from the home page, it is key to tie all pages back to the university brand. By giving the people what they want, a good call-to-action helps visitors do their job better or become more valuable professionally. Killer calls-to-action are:

Valuable- Although you are out to serve, others are not always out to give. Visitors can be quite skeptical when it comes to giving out their information, so there needs to be an obvious perception of value to win them over.
Easy to use- No one comes to a party to work, that’s your job. When people come to your site, what to do next should be easily obtainable. Making your call-to-actions clear and simple will help indicate to your guest not only what action to take, but also the result of that action.
Prominent- Don’t be a wallflower, be everywhere! Covering more ground is always more effective, even when it comes to call-to-actions. Every page on your site should have a call-to-action, placed at the top for easy visibility.
Action Oriented- Get moving! Keeping things lively and starting your call-to-actions with a verb tells the visitor exactly what action to take. “Test… Get… Win…” are all great starters to get everyone loosened up and taking action.

The second rule is to keep it fresh. Optimizing through experimentation allows you to maximize your prospect-to-lead-conversion percentage. Test multiple calls-to-action with different VEPA emphasis, explained above. The more in control you are to be able to make changes on your website yourself, the easier running these test will be.

Lastly, keep up with your guest list. Over time, it is important to know the percentage of visitors who converted into leads. According to Inbound Marketing: Attract, Engage and Delight Customers Online, “as a rule of thumb, you should have at least a 1 percent visitor-to-conversion rate on untargeted traffic. Having a conversion rate of over 5 percent is quite good on untargeted traffic.” Having effectve enrollment management will set the standard for what works best for your unuversity.

Through testing, all of these things can be increased and better organized to fit your university brand. With these tips, you are now able to not only attract, but also convert website visitors into qualified leads. They always say you have to give a little to get a little, but now you know how to give a lot and will get a lot in return.

How to Use Landing Pages [For Universities]

photo credit: Call to Action via photopin (license)

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