For most international students, the university journey begins not on campus, but online. Before applying and selecting a proper university, students spend hours exploring university websites, comparing courses, costs, support services and campus life. Here, students look for the first clues that a university will fit their academic and personal needs.
University websites are the main source for prospective students to learn about institutions. They are an essential element of successful marketing.
However, many websites fail to make the right impression. Most of the time, they are designed with domestic students in mind, built on assumptions of familiarity with local languages, systems and expectations. For example, presenting course descriptions in technical language without clear guidance for applicants whose first language is not English. For international applicants, this can be confusing or discouraging.
We employed the ICTRT framework – made up of the Information, Communication, Transaction, Relationship and Technical merits – to look at 40 Australian university websites and find out why some convert international students more effectively than others. The successful university websites are human-oriented, future-oriented and relationship-oriented. The struggling ones are technologically complete and impersonal.
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Information: stop looking back
Many university websites tend to celebrate past student accomplishments rather than help future students. Pages are outdated, fees are hidden and key application information is hard to find.
The most important thing for international students is guidance, not history. They want answers to questions such as: Can I apply? How much will it cost? What support is available if I run into visa issues?
Clear, relevant information sends a message of reliability, lessens anxiety and helps students to build trust, things that are vital as students make life-altering choices about relocating to foreign countries.
Practical improvements:
- Create country-specific advice landing pages
- Update course and fee information regularly, with visible timestamps
- Make academic equivalencies (how one country’s qualifications compare with another’s) clearer by replacing jargon with plain language.
Communication: show the humans
A personalised interaction, such as live chat, staff profiles or responsive messaging, enhances enrolment, particularly among international students who value guidance from a human rather than an automated system. These students want reassurance from real people; automated forms and static content can feel isolating.
Practical improvements:
- Make admissions staff and academic advisers visible, displaying their names and email addresses
- Offer responsive live chat and email support with clear timelines
- Highlight real student voices and experiences.
Transaction: make applying a guided journey
Many university websites treat applications like forms to fill out, not experiences to guide students through. International applicants often have to juggle multiple documents, visa requirements and different time zones. Higher conversion rates from enquiries to enrolments are seen at universities that guide rather than demand.
Practical improvements:
- Break applications down into clear, easy-to-follow steps
- Provide tools for instant eligibility checks and document pre-assessment
- Make it possible for students to save and return to applications at a later time
- Reduce frustration and errors by providing contextual guidance at each step.
Relationship: build trust early
High-performing universities foster relationships before students even step on campus. Through online communities, pre-arrival webinars, scholarship tools and personalised guidance, they provide students with the resources they need to succeed. Relationship-focused digital experiences reassure students that their needs and success matter to the university.
Practical improvements:
- Create a personalised experience based on the student’s country, course or interests
- Encourage early peer and mentor connections
- Show off student life and academic culture with authentic stories.
Technical merits: support, don’t lead
Interestingly, universities with lower enrolment often have the most technically “complete” websites, including links, multimedia and external resources. The lesson: technology alone does not drive enrolment.
Practical improvements:
- Make sure site usability and accessibility come first
- Make sure the design is mobile-first and accessible everywhere
- Integrate digital tools seamlessly without forcing students to use external systems
- Instead of generic promotion, use short, focused videos
- Human-centred engagement shouldn’t be replaced by technology.
A first impression that counts
The university website is no longer a brochure. It serves as a recruitment platform, adviser and trust-builder. Universities that focus on human connection, clarity and guidance will win in a global market. Those who invest only in flashy technology risk losing students before they even arrive. Websites should enable, not obstruct. Students should feel welcome, feel confident and be supported to make informed decisions. In short, a university’s website should reflect the values and support an international student will find on campus.
Nirma Jayawardena is assistant professor of marketing and head of global and sustainable business futures at the University of Bradford.
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