A clickable link is the blue, underlined text on a web page, email, or piece of content that can be clicked on with the intention of bringing the user to another page, typically on the same website. These links have been around forever, but the way they are used has changed. Clickable links are more thoughtful and meaningful compared to years past when web developers would overdo them for SEO purposes. Today’s HTML links have purpose, and when placed correctly, can make a big difference in your enrollment marketing campaign.
How Clickable Links Work
Say a prospective student is brought to your website and wants to learn more about your psychology program and student life in general. Your site contains a lot of information, so it’s easy for a student to get lost in this overload. If they can’t find what they’re looking for, they will leave your site. With clickable links, you can increase the amount of time the student spends on your site and progress them down the funnel. It’s almost like you’re choosing the path they take.
Benefits of Internal Links
With consistent, visible links, you can direct the student to learning more information about your psychology program, why it’s great, and which professors teach the courses. Rather than the student feeling lost or confused, they will be guided through a series of links that you have predetermined. This will allow them to take their time on your site, view more web pages, and get a good feel for your college or university.
Clickable links also put the right information into the student’s hands. There’s no reason why a student interested in your psychology program should have to sort through course information on your other programs. Establishing an information hierarchy is an important benefit of clickable links.
Moving Students through the Funnel
Anything can be turned into a clickable link: images, videos, text, emails, and so on. You should also provide closure to the student’s experience on your site rather than leaving them hanging. Contact forms with clear call to actions should be included, allowing you to collect more information about interested students. These names can be added to a list with the intention of retargeting them in the future.
As you improve and enhance your enrollment marketing campaign, pay attention to the clickable links on your website. They should have meaning and purpose in the form of moving students and parents down the funnel so that no questions or curiosities are left untapped.