Students don’t understand the language we’re using to describe and sell courses.
According to new research by UCAS, fewer than three-quarters of students understand language like “professionally accredited” and “industry-trusted.”
“Interdisciplinary” scored just 46% for understanding.
However, language like “work experience opportunities”, “placement year” and “real world skills” all registered for more than 90% of students.
Specificity matters.
Employment-oriented language lands.
And in the students’ own words, some of the least appealing language used by institutions included “motivational statements” and slogans:
Unlock your potential
Prepare for the future of work
Thrive in today’s dynamic business world
This is a three to four-year life decision.
Just 24% of students agree that course page content excites them.
We need to be using language that inspires, speaks to students’ problems and evidences how a course can solve them.
Do that and you’ll have students' attention.
