How to build websites that don’t just inform—but convert
In the world of online education—whether we’re talking about universities, post-secondary schools, course platforms, or training centers—the website is not just a business card. It’s an operating system. It’s where the majority of recruitment efforts take place: from the first touchpoint, through building trust, to enrollment and activation.
A well-designed recruitment website is not about aesthetics—it’s about performance. In this article, I’ll show you how to make your website truly recruit.
Where to begin? Your website isn’t just a “window display”
In educational marketing, a website shouldn’t be a collection of tabs and links—it should be a clear action scenario. Every user should be led toward a specific goal: enrolling in a course, downloading a brochure, or leaving their contact information.
That’s why:
Before changing anything visually, define your primary goal: What action should the visitor take?
Identify micro-goals: What can users do along the way to deepen engagement? (e.g., read the syllabus, check reviews)
Match the user journey to the decision-making process: A master’s student needs different information than someone looking for a quick online course.
What should a recruitment website include?
A strong recruitment website reduces uncertainty, answers questions, and builds trust. Here are the key components:
| Element | Why it matters | What it improves |
|---|---|---|
| Clear headline and value proposition | The user immediately understands what’s being offered | On-site retention |
| “Who is this program for?” section | Helps the user identify with the offer | Click-through and signup relevance |
| Syllabus or curriculum | A concrete detail many users look for | Trust and transparency |
| Alumni testimonials | Social proof of success | Conversion rate |
| Certificates and outcomes | Motivates users to enroll | Perceived value |
| Clear and repeated Call to Action (CTA) | Simplifies the next step | Sign-up rate |
| Step-by-step enrollment form | Makes the process easier | Reduces drop-offs |
UX and microcopy matter
Too often, educational websites are overloaded, chaotic, or written from an institutional perspective. That’s a mistake. The website should speak directly to the user—their doubts and aspirations.
Microcopy—the small bits of text on buttons, forms, and headings—should speak in terms of benefits: “Reserve your spot,” “Explore the program,” “Join the course.”
Heatmaps and scroll tracking (e.g., via Hotjar) can reveal where users drop off—often due to a lack of clarity or by burying key information too far down the page.
A/B testing is essential—test different versions of titles, buttons, or forms. Sometimes a small change (like “Sign up now” → “Reserve your spot with no commitment”) can boost conversion by dozens of percentage points.
How to measure the effectiveness of your recruitment site?
It’s not enough to track page views. You need to measure indicators that truly reflect recruitment performance:
| KPI | What it measures | What to watch for |
|---|---|---|
| Conversion Rate (CR) | % of users who enroll | Your main success metric |
| Cost per Lead (CPL) | Cost of acquiring a lead via campaign | Compare across channels |
| Time on Page | User engagement | Is the content holding attention? |
| Funnel Drop-off | Where users abandon the process | Is the form too long? Is info missing? |
| CTA Click-through Rate | Effectiveness of your calls to action | Are they visible and persuasive? |
A recruitment page ≠ general university page
This is a common mistake. Educational institutions often direct traffic to the homepage or general program page. That’s like sending someone to a help desk instead of giving them a direct answer.
Better solution:
A landing page designed specifically for a campaign, with a single clear goal (e.g., enrollment or program download) and tailored content.
Real-world example: Recruiting for an intensive UX Design course
An institution offering online vocational training revamped its website:
Removed unnecessary content from the homepage—focused on three things: Who it’s for, what you’ll learn, and how to apply.
Added a section: “What our alumni say” with video and quote testimonials.
Simplified the form to a single email field, collecting additional info in later steps.
Optimized the mobile experience—previously, 70% of users dropped off on mobile.
Result: Conversion rate increased from 2.1% to 5.4% in just six weeks.
In online education, it’s not the recruitment campaign that does the selling.
It’s the website the user lands on. If it’s not designed to convert—no budget or content will make up for it.
A great recruitment website:
Answers questions before the user asks,
Guides them step-by-step toward a decision,
And gets out of the way when it’s time to commit.