As artificial intelligence (AI) becomes increasingly integrated into our digital landscape, the role of websites in education marketing is undergoing a fundamental transformation.
Traditionally, websites have been designed to provide a seamless user experience—intuitive navigation, engaging visuals, and persuasive calls-to-action. But in a world where AI systems like conversational agents and virtual assistants are becoming the primary means through which people interact with information, the traditional website model must adapt.
During a recent presentation at the English UK Marketing Conference, I explored this evolving dynamic with industry professionals. We discussed how customers are relying less on navigating websites themselves and are increasingly turning to AI platforms to find and filter information on their behalf. In such a world, a website is no longer just a user-friendly interface; it becomes an encyclopedic source, meticulously structured to feed accurate and comprehensive information directly to these AI systems.
In this blog, we’ll explore how educational institutions need to adapt their websites to stay ahead of these changes.
1. Building content from real interactions and pertinent information
One of the key shifts organisations need to embrace in their education marketing strategies is recognising where valuable content originates. Traditional marketing materials are just one piece of the puzzle. Real insights often lie in FAQs, email enquiries, agent questions, course syllabi, and even internal procedures. Each of these touchpoints offers a wealth of information that can be organised into structured, accessible website content. This approach is crucial not only for engaging human users but also for feeding accurate information into AI-driven systems.
For example, if agents frequently ask about specific visa requirements or course prerequisites, that’s a clear indicator to create detailed, easily discoverable content on those topics. These details are invaluable for AI-driven websites, which aim to answer complex queries effectively.
But make sure this content is authentically yours. Read our article on The bottom-up approach to avoid AI swamping your content marketing
2. A new layer in the website hierarchy: Future-proofing your content
Traditionally, websites are structured with broad, introductory pages leading directly to booking options or key actions. In an AI-centric landscape, websites should introduce additional layers of information beneath traditional course pages. Imagine going beyond standard course descriptions to offer detailed sub-pages that address specific questions, comparisons, and variations—answering the “what ifs” that might hold back a booking decision.
This next level of content allows users (and AIs) to go deeper into the specifics they care about. For instance, parents might want to delve into daily routines, accommodation policies, or staff credentials. This structured approach ensures websites meet the demands of an AI-driven world while supporting users who require more in-depth information.
Have a look at our AI Prep Pack for educational websites.
3. Technical changes: Structuring content for AI and optimisation
As websites shift to become more information-rich, optimising their technical structure is essential. Implementing structured data and schema markup is crucial for making content accessible to AI systems, which increasingly influence search and recommendation algorithms. This technical backbone provides context and clarity, helping AI systems deliver precise results and recommendations.
Organisations must prioritise these technical changes to create a seamless flow of information from their websites to AI platforms. Structured content for AI, backed by a strong optimisation strategy, ensures websites can stay competitive in an increasingly AI-driven environment.
We can help you sort your website in a stress-free way.
4. Streamlining information systems for educational institutions
Creating content is one thing, but maintaining its accuracy over time is an entirely different challenge. Schools and universities must enhance their internal information systems to ensure a smooth flow of updates. Whether it’s changes to course details, new health and safety guidelines, or pricing adjustments, there needs to be a system in place to keep content fresh and relevant.
In the world of AI in education marketing, outdated content can lead to incorrect recommendations, missed opportunities, and even reputational damage. Investing in systems that allow regular content updates, along with clear accountability for accuracy, will be key to future success.
Our marketing consultancy can help you get to grips with this.
5. Localisation and market adaptation in AI-driven websites
While AI systems are incredibly versatile, they rely on the accuracy and relevance of the content they access. Schools and universities need to continue localising their offerings to cater to specific markets. Consider how summer schools might need tailored content for different audiences: education tour operators, travel agents, parents, and students. The needs of each group can vary significantly—not only in the type of information but also in its presentation and tone.
Localisation is now more achievable than ever, but it still requires active effort. For instance, a parent from Spain may prioritise different course details or safety measures compared to a parent from China. If educational institutions don’t proactively localise their content for AI-driven platforms, they can’t expect AI systems to fill in those gaps effectively.
Here's an example of a localisation project we did for one school to orient their site to the Japanese market. Need a hand with yours?
6. Chatbot piloting: Optimising engagement through quality
Deploying a chat bot can be a fantastic way to engage users and streamline enquiries—but only if it’s well-implemented. A poorly designed chat bot can do more harm than good, frustrating users and potentially driving them away. Piloting chat bots with a focus on refining responses, tone, and functionality based on user feedback is crucial for success.
The key is to continuously test and refine the bot’s functionality and performance. Approaches such as starting with limited, clearly-defined functions or frequently asked questions and expanding gradually can help ensure quality remains high. This way, AI-driven websites can offer a positive user experience and drive meaningful engagement.
In summary then,...
As AI continues to reshape the digital landscape, the traditional role of websites must evolve. Educational institutions need to reimagine their sites as comprehensive sources of information, structured to serve both human users and AI systems effectively. By embracing new layers of content, enhancing technical structures, streamlining internal information systems, and prioritising localisation, institutions can stay ahead of the curve and remain competitive in an increasingly AI-driven world.
Give us a shout if you need a hand. We won't bite yours off for asking ;o)
