Do universities need to work harder on their websites?

Universities’ messages were clear and lacked jargon, but they were often unfocused and hard to find, said Jim Bodoh, a brand consultant at Radley Yeldar who led the study.

Institutions also did little to explain what they offer or substantiate their claims, he added.

“The best universities are used to having a queue of students lining up to be on their courses, so the motivation isn’t there to tell a particularly compelling story,” said Mr Bodoh, who has worked with the academy throughout his career.

“If you were to look at the amount of effort and resources that go into the whole area of marketing by universities, it would probably roughly be inversely proportional to their position in the ‘pecking order’. Some simply have to try harder.”

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