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Phillips JoineryEducation and training · training providers, tutors, course businesses Show the teaching, then follow up
Training is bought on the quality of the teacher and lost in the gap between interest and enrolment. The plan we would propose puts the teaching on film, builds a funnel that captures interest and follows it up automatically, and measures enrolments rather than downloads.
The approach
Film the teaching: a taster session, a tutor explaining one concept well, students talking about the outcome. A site that explains the course, the dates and the price without a phone call, and captures interest with one field. A CRM sequence that follows up every enquiry with the next intake date. Paid social to the people the course is for, judged on enrolments.
Who this is for
Training providers and course businesses, independent schools and colleges, tutors and tuition centres, and the learning and development teams inside larger organisations. The buying decision differs enormously across those, and so should the marketing.
A course business sells to the learner, or to a parent, and the decision is emotional and quick. A commercial training provider sells to an employer, where several people sign off and the cycle runs for months. An independent school sells to a family making one of the biggest decisions of their year. Treating those as one audience is the most common mistake in education marketing.
What an education digital agency should be doing
Put the teaching on film. Nobody buys training from a stock photograph of a lecture hall. A tutor explaining one concept clearly does more than any brochure, because it lets the buyer judge the thing they are actually purchasing.
Answer the practical questions before the enquiry. Dates, price, duration, format, funding, entry requirements. Each one hidden behind a contact form costs you enquiries from serious buyers and wins you enquiries from people who were never going to enrol.
Build the follow up. Interest in education rarely converts on first contact. Somebody researching a September intake in April needs five touches rather than one, and that is a CRM job. It is where most providers lose the bulk of their pipeline.
Measure enrolments. Not downloads, not prospectus requests, not open day registrations. Those are steps along the way. The number that matters is how many people started.
Educational content marketing that earns the enrolment
Search behaviour in this sector is unusually predictable. People type the qualification, the level, the location and the word cost, in various combinations, and they compare four providers before contacting any of them.
So the content that works is not thought leadership. It is a clear page for each course, an honest page about what the qualification leads to, and answers to the questions everybody is slightly embarrassed to ask: how hard is it, how long does it really take, what happens if I fail an assessment.
Video sits underneath all of it. A student describing what changed for them afterwards is worth more than any claim a provider can make about itself.
Web agency work for education
Education websites carry more of the sales job than most. They need a course finder somebody can actually use, a clear route from browsing to enquiring, accessibility that meets the standard rather than roughly approaches it, and a content management system the marketing team can run without calling a developer every time an intake date changes.
We build on WordPress for most providers, because the team can run it, and we hand over an editor your own staff can use rather than a locked template.
Where the budget goes
Paid search first for anybody selling a qualification people already search by name. Paid social for courses people do not yet know exist. Organic search underneath both, because education queries are researched heavily and a page one position compounds across intakes.
Open days and events deserve their own treatment: a short campaign in the four weeks before, filmed on the day, then used to sell the next one.
Our prices are on the website, not behind a form. The rate card starts at £99 for a logo and reaches £4,999 for an ecommerce build, and you can total up your own shortlist on the page.
What we would do first
The audit: where enquiries come from, how many turn into enrolments and where the rest go. Then a filmed taster, the follow up sequence and a landing page for the next intake.