How does the University of Phoenix recruit online?

Have you ever seen the University of Phoenix’s online ads?

Probably. They are everywhere on the Web: the Google and Overture text-ad networks as well as almost any banners featured on websites for students interested in distance learning. This major player in adult education must invest hundreds of million in online ad buy each year.

And, people are looking for their website. A lot.

For example, on the Overture Network only, hundreds of thousand – 209, 558 exactly – searches for “University of Phoenix” have been made in January 2005.

So, what do these interested prospects (prospective students, I mean) find when they go the University of Phoenix’s website? Are there any good lessons to be learned in terms of online marketing?

First, I found several admission websites for the University of Phoenix with different designs. These websites seem to compete against each other to get prospective students’ attention and contact information.

On the homepage of the Online Adult Education Programs at University of Phoenix Online, it’s all about meeting prospective students’ needs.

Right from the homepage, web visitors are invited to “Enroll Now” – via an 800 number or by filling the online form, which is just one click away from the homepage. The contact form is also accessible from the “Contact an Advisor” button placed just below the logo on the top left.

Redundancy, redundancy, redundancy.

The main goal of the website seems to be to get visitors’ contact information as fast as possible to get them into the recruitment pipeline.

The homepage also provides one-click access to information about available degree programs, tuition and financial aid, FAQs, faculty and professional development.

Another idea: the 800 phone number is included in the footer file just next to the copyright notice. So, it’s always available from anywhere in the website.