If a Website Launches and No One Visits It… Did It Even Matter?

You can build the best higher ed website in the world, but if the right students never see it, does it matter? Read more on why strong UX and a smart media strategy (including out-of-home tactics like those offered by NextGrad) are both essential to driving enrollment success.

I recently joined a webinar focused on the higher education marketing funnel with special attention on guiding prospective students from inquiry to application, and eventually to deposits and decision day. One key theme that stood out was the importance of building a strong UX (user experience) on your website to support students through that journey.

Great UX Is Only Half the Battle

Good UX is essential across the board.

It helps prospective students navigate your site, find answers to common questions, and get what they need when they need it. From academic programs to financial aid information, your website is often the first real “conversation” students have with your institution.

And we know building a new website is no small task.

We’ve seen firsthand the heavy lift it takes. Multiple departments, colleges, and stakeholders are all coming together to ensure accurate, up-to-date information. Even after launch, the site is a living, breathing project as it’s constantly evolving with new content, design tweaks, and program updates. It takes years in many cases, not to mention countless hours and approvals.

Traffic Makes the Difference

So here’s the hard truth: if you build the perfect website, but the right students never find it… what was the point?

It’s like the old saying: If a tree falls in the woods and no one is around to hear it, does it make a sound? That’s what this is giving. You can invest all your energy into building the best online experience, but without the right traffic, it doesn’t matter.

That’s why your digital strategy can’t stop at UX. It has to start with a clear, compelling, creative, and intuitive media plan. One that doesn’t just reach people, but resonates with them.

Why Awareness Belongs at the Top of Your Funnel

At NextGrad, we know that building awareness at the top of the funnel is critical to driving enrollment later on. That’s why we’re continuing to expand North America’s leading high school advertising network, leveraging posters and digital screens in high-traffic areas to reach students early, build brand recognition, and ensure that when they do land on your website, they’re already engaged and ready to take the next step.

And, when paired with digital campaigns, retargeting, and personalized creative, you create a consistent, multi-channel experience that leads students directly to that beautiful website you worked so hard to build.

A successful media plan aligns your messaging and placements across platforms, making sure your website gets the attention it deserves as well as the traffic it needs to actually drive inquiries, applications, and deposits.

Because in higher ed marketing, a well-designed website is only part of the equation. The rest? Making sure someone’s there to see it.

In higher ed marketing, building a great website is only half the battle—the other half is making sure the right students get there. That’s where a smart, awareness-driven media strategy comes in. If you’re ready to reach students earlier and make every part of your funnel more effective, NextGrad can help. Contact us today!