A digital presence has never been more important for colleges and universities. Prospective students are more tech-savvy than ever, and if they don’t find the information they are looking for on your website within the first few seconds, chances are they’ll move on to the next school in search of what they need.
But that doesn’t have to happen. With the right web content management system (CMS), you can turn your website into a crucial marketing tool that also provides you with essential data about your site visitors.
Following are 5 common problems facing marketers and how a CMS can resolve them:
- Your website is dated and stagnant. If your website is in need of a facelift, it might also be time to evaluate your
existing content management system. Having the right CMS in place is vital. A redesign
may give your site a new look, but a CMS gives it life. If your team is unable to effectively manage content, your newly minted site won’t
live up to its marketing potential or properly represent your institution’s mission,
vision, and brand.
- You have to know how to code to make website changes. A CMS is designed so that non-technical users can organize, create, and manage digital
content on your website that would otherwise require a technologist to code. When
considering a new CMS, look for one-click direct edit access to pages, in-context
WYSIWYG editing, drag-and-drop tools, and other easy-to-use features.
- Your messaging and branding are inconsistent. Branding should be included in the actual design of your website, but a robust CMS
can help you manage your brand with templates that cannot be changed by content contributors.
For example, if your color scheme is based on your brand and accessibility requirements,
you can set controls so that someone in the business department can change their content
and images, but cannot choose a different color scheme for their pages.
- Your site doesn’t show up in search rankings. In today’s digital world, you have to be findable. A CMS should make it easy to update
page titles, descriptions, and meta tags, and it should publish content with clear,
meaningful URLs. All of these things help optimize content for search engines and
help with your site’s rankings.
- You can’t compile relevant data about your site. When it comes to site performance, information is power. A good CMS allows you to integrate Google Analytics to get important details on how your website is performing at both the site and page level.
Don’t wait to make your website great. If you are considering a website redesign to alleviate some of these marketing problems, download our step-by-step guide on Successful Website Redesign: Comprehensive Planning and Strategy.