Digital Marketing Audits for Schools

HEM provides an objective lens to understanding how well your processes, digital marketing strategy, and systems are working together.

Is there some fuzziness around where your lead generation and conversions take place? Do you struggle understanding your prospective student’s motivations, goals and pain points? Is your website optimized to move prospects through the student enrollment funnel towards conversion? Our team can help you streamline and optimize your digital marketing ecosystem to realize your goals.

HEM has provided comprehensive audits to world-class language schools, colleges, universities, business schools, public agencies, and professional associations. Our audits are extensive research undertakings that span several weeks, examining every aspect of your institution from the smallest facet of your online presence to your overall strategic approach.

We tailor every audit to fit a school’s need and context, rather than applying a one-size-fits-all approach. Listening intently and working collaboratively with our clients, this allows our team to understand your specific needs and goals, that will generate actionable recommendations that will deliver a positive outcome.

Depending on your needs, your audit can include any or all of the following:

Conversion Tracking


Conversion tracking analyses examine your institution’s ability to fully and accurately monitor your lead generation and conversion processes. Because goal conversions, such as new applications, registrations, or requests for information are of the utmost importance to your success, it is imperative that they are properly tracked and measured to ensure those contributing channels receive the most support and investment.

HEM will evaluate your conversion processes to ensure that they are correctly set up, configured and tracked. This can include reviewing your:

  • » Calls to action (CTAs)
  • » Google Analytics goals
  • » Google Analytics and Google Tag Manager Tracking
  • » Paid advertising campaign tracking

Student Personas and Competitor Analysis

Using a comprehensive review and analysis process, beginning with a team discovery and a situational analysis of your recruitment model and current goals, we then delve into understanding your market space including competing institutions, their online presence and your target audience.

Beginning by creating accurate student personas based on market research and input from your stakeholders, this will enable our team to better review and shape your brand’s voice to attract leads. Our persona and key message research pairs well with other aspects of our audit process where we define:

  • » demographic characteristics of your key target audiences
  • » motivations and goals of ideal student
  • » key pain points and barriers to enrollment
  • » primary and secondary key messaging for your digital marketing initiatives

As part of the competitive analysis, we identify and analyze your competitors, evaluating their digital marketing presence, and market activities to gauge how your school measures up against the competition. As part of this process, you can expect to understand your competitor’s:

  • » Website positioning, UX, and overall strategy
  • » Content creation approaches
  • » Social media presence
  • » Paid advertising initiatives
  • » Inquiry follow-up processes

Both of these processes will also inform other components of our audit, as we examine different aspects of your digital marketing presence with both your persona’s needs and competitive position in the marketplace in mind.

Website UX

UX refers to how a visitor navigates and experiences your website - both the good impressions and the areas that can be improved. Your UX plays a significant role in your overall digital marketing strategy and lead conversion process. Make it difficult to navigate or load time is slow and you can expect that visitors will quickly leave or become frustrated - neither of which we want to see happen. Our team will review your website for errors, navigational pitfalls, and other stumbling points that could harm your overall lead generation success.

This process typically involves:

  • » UX design analysis
  • » Responsive design analysis
  • » Positional analysis
  • » Navigation
  • » Review of calls to action (CTAs)
  • » Review of inquiry forms

Channel Analysis


With the growing number of influential platforms and channels to reach your audience, Schools have to ensure they have an omni channel approach to connect with students and move them along the student enrollment journey. Our team does a comprehensive review of the institution’s current digital channels and provides recommendations on where improvements or changes should be implemented.

By identifying underperforming or underutilized channels, our recommendations outline how your team could better leverage them, including ideas for content creation, new campaigns, and improved targeting.

This is often one of the most extensive and detailed parts of our audit process, and typically includes:

  • » Web traffic
  • » Website content
  • » SEO
  • » Paid advertising
  • » Social media
  • » Email marketing

CRM and Marketing Automation

CRM and marketing automation play an increasingly crucial role in the day-to-day activities of many institutions, helping them to manage, scale, and measure their workload.

Where applicable, as part of our audit, HEM reviews the current setup and implementation of your CRM and marketing automation functions to evaluate their effectiveness, pinpoint inefficiencies, and identify opportunities to improve utilization of your system’s capabilities including:

  • » CRM account review
  • » Marketing automation processes review
  • » CRM and marketing automation reporting review

As experts in the field of digital marketing for educational institutions, we can support you to meet your process, communication, promotion, recruitment, and enrollment goals.

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