Durban International College (DIC) is a Registered Training Organization (RTO) that has been providing innovative vocational education solutions to international students since its establishment in 2008. Located in Adelaide, the college is committed to delivering high-quality education through its range of programs, including Certificate III, Certificate IV, Diploma, and Advanced Diploma levels in various fields such as business, carpentry, and hospitality. Despite its industry-leading courses and strong reputation, DIC faced challenges in reaching its full potential in the digital space and wanted to attract more international students through improved online visibility
CLIENTS
Durban International College
HIGHLIGHTS
Durban International College (DIC) is a Registered Training Organization (RTO) that has been providing innovative vocational education solutions to international students since its establishment in 2008
INDUSTRY
Education
Challenge
In an increasingly competitive education landscape, Durban International College found itself struggling to attract new students. Although the college had a robust course structure, supportive industry placements, and modern facilities, its digital strategy was outdated, making it difficult to reach prospective students, particularly those located abroad. The main challenges included:
- Limited Online Presence: DIC was struggling with a lack of visibility in search engine results, which hindered their ability to attract international students searching for vocational education in Australia.
- Outdated Website: The college’s website was difficult to navigate and lacked the modern design and functionality that prospective students expected. High bounce rates and low engagement levels were clear indicators that the website was underperforming.
- Inconsistent Messaging Across Platforms: DIC’s marketing messages were fragmented across various platforms, creating a disjointed experience for potential students who were trying to learn about the college.
With these challenges in mind, DIC turned to Webello Digital to help revitalize its online presence and streamline its digital marketing strategy to reach a wider audience.
Objectives
Durban International College partnered with Webello Digital to achieve the following key objectives:
- Improve Search Engine Rankings: Boost DIC’s organic search rankings to make it easier for prospective students to discover the college when searching for vocational education options in Australia.
- Redesign the Website: Modernize the website to create a user-friendly experience that effectively communicates the college’s course offerings and unique value propositions.
- Implement a Unified Marketing Strategy: Establish consistent, engaging messaging across all digital platforms to connect with prospective students and encourage inquiries.
Solution
Webello Digital crafted a strategic approach to address DIC’s unique challenges, focusing on three key areas: search engine optimization (SEO), website redesign, and an integrated digital marketing strategy.
1. SEO Optimization
To improve DIC’s search engine rankings, Webello Digital implemented a series of SEO initiatives designed to boost the college’s online visibility.
- In-depth Keyword Research: Webello conducted thorough research to identify the key search terms international students use when looking for vocational training in Australia. These keywords were strategically implemented throughout the website’s content, improving search engine rankings for relevant queries.
- On-Page Optimization: Webello optimized the website’s content, meta descriptions, and titles to improve visibility. Special attention was paid to enhancing the website’s technical SEO aspects, such as improving page load speeds and ensuring mobile optimization.
- Content Marketing: In addition to optimizing existing content, Webello developed a content strategy that involved publishing informative blog posts, articles, and student success stories that showcased the benefits of studying at Durban International College. These resources not only addressed common questions but also helped position DIC as a leader in vocational education.
2. Website Redesign
The old website’s clunky navigation and outdated design were significantly impacting user experience. Webello Digital led the redesign with a focus on providing a modern, easy-to-navigate website that prospective students could engage with effortlessly.
- Mobile-Friendly Design: Recognizing the importance of mobile devices in international student searches, Webello ensured that the new DIC website was fully responsive, providing a seamless browsing experience across all devices.
- Improved Navigation: The website structure was simplified, making it easier for visitors to find relevant information about courses, fees, and industry placements. An intuitive menu system was introduced, and course pages were revamped to include detailed information, testimonials, and clear calls to action.
- Lead Generation Focus: The redesigned site integrated lead capture forms, encouraging prospective students to request more information or schedule a consultation. The forms were strategically placed throughout the site, driving inquiries and converting traffic into potential students.
3. Integrated Marketing Strategy
- Social Media Strategy: Webello helped DIC establish a strong presence on key platforms like Facebook, Instagram, and LinkedIn, which are popular with international students. Regular posts featuring student testimonials, campus life, and program highlights were used to engage prospective students. Targeted advertising campaigns on these platforms further increased brand awareness.
- Email Marketing Campaigns: Webello also set up a series of automated email campaigns designed to nurture leads. These emails provided valuable information about the college’s programs, industry placements, and pathways to university, encouraging students to apply.
- Analytics and Performance Monitoring: Webello installed advanced tracking tools to monitor website performance and track the effectiveness of digital marketing campaigns. Regular reporting allowed DIC to assess the success of these strategies and make data-driven decisions for future marketing efforts.
01. RESULTS
The digital transformation delivered by Webello Digital provided Durban International College with measurable improvements in several key areas.
- Increased Website Traffic: Through targeted SEO efforts, organic search traffic to the website grew by 120% within the first six months. DIC began ranking higher for key search terms related to vocational education and training in Australia, particularly in competitive areas like hospitality and business courses.
- Lower Bounce Rates, Higher Engagement: The redesigned website led to a 35% decrease in bounce rates, indicating that prospective students were finding the information they needed more easily. Time spent on site and the number of pages visited also saw significant increases, with visitors exploring different programs and resources.
- Higher Conversion Rates: Thanks to the new lead capture features and a streamlined user experience, DIC experienced a 45% increase in the number of inquiries from prospective students. The simplified course pages and calls to action proved effective in converting website visitors into potential leads.
- Upgraded Social Media Engagement: Social media campaigns led to a 200% increase in engagement across platforms, with more students interacting with posts, watching videos, and sharing content. The ads drove significant traffic to the website, resulting in a surge of inquiries and applications from international students.
- Improved Brand Awareness: DIC’s reputation as a leading vocational education provider was reinforced by targeted content marketing and SEO efforts. The college saw a rise in both local and international student inquiries, particularly from regions where it had previously struggled to gain traction.
02. CONCLUSION
Webello Digital’s collaboration with Durban International College resulted in a revitalized digital presence, making it easier for prospective students to find, explore, and engage with the college. By boosting search engine rankings, modernizing the website, and unifying the digital marketing strategy, DIC is now better positioned to attract international students and expand its reach. The digital strategy executed by Webello has helped DIC remain competitive in a crowded market while continuing to provide high-quality vocational education to students from around the world
Testimonial
“Working with Webello Digital has been instrumental in elevating our digital presence. Their team understood our unique challenges and provided a solution that exceeded our expectations. We have seen a remarkable increase in student inquiries and website traffic, and we’re confident that our online presence will only continue to grow.”
— CEO, Durban International College
