#51 - Crafting Irresistible Program Pages: A Blueprint for Higher Ed w/ Copywriter Jo Marshall

Higher Ed Storytelling University

My guest today is copywriting expert Jo Marshall, founder of All Things Words, a specialist copy and content agency focused on higher education clients. Jo has over 20 years of experience helping universities find their voice, shape their messaging, and tell compelling stories.

In this episode, Jo and I discuss strategies to optimize university program pages to better attract and engage prospective students. We explore common pitfalls universities fall into and share examples of effective program pages that convert visitors.

Key takeaways:

• Program pages should clearly answer the main questions prospective students have - should I study this, and should I study it here? Keep the focus on their perspective.
• Avoid too much "navel-gazing" or talking about yourself as the university. Stay focused on the student's needs.
• Get specific - use tangible examples and stories to bring the program to life, not vague claims or platitudes.
• Do more showing than telling - give evidence for claims rather than just stating them. Invite students into the experience.
• Break up info into scannable sections and mix formats (text, images, video). Create a clear journey that "slides" readers down the page.
• Have a strong value proposition and call to action prominent at the top. Don't bury key info.
• Consider "try before you buy" options like free masterclasses or taster sessions. This builds trust and engagement.

Connect with Jo:

• LinkedIn: https://www.linkedin.com/in/jo-marshall-copywriter/
• Website: https://allthingswords.co.uk/

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• UNVEILD: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter