Hull College asked for our help to re-develop their website. Their primary objective was clear – to attract more students, particularly 16 to 18 year olds on full-time courses.
By carefully monitoring how visitors used the existing site, we realised that whichever target audience group individual visitors fell into – school leavers, adults etc - they were all searching for ‘courses’.
This inspired us to abandon the idea of trying to direct different target audiences to different parts of the website at the outset. Instead we developed a simple to use, yet sophisticated, course search function and directed all visitors to it.
This simple, yet bold, strategy is producing fantastic results, with applications already up by over 60% at the time of writing, on the same time last year.
The site has already won the 2017 Gold Heist Best Website Award, and was shortlisted for the 2017 national DADI (The Drum Awards for the Digital Industries) award for the best public sector website.