Why Website Strategy Matters in Student Retention

A robust web strategy grounded in personalization helps higher ed institutions engage learners by offering the information they need when they need it, which helps increase retention.

Institutions are rethinking the role of their digital presence as a central driver of student engagement, connection and conversion. By moving beyond static information delivery to dynamic, personalized experiences, colleges and universities can create deeper, more meaningful interactions that span the entire learner journey. In this interview, Gregory Balmir discusses how personalization and CRM integration are transforming higher ed websites into dynamic, data-driven engagement tools. 

The EvoLLLution (Evo): In what ways do you believe higher ed institutions can leverage their websites as active tools for student engagement rather than just using them as passive information repositories? 

Gregory Balmir (GB): Too often, higher ed websites end up as static information dumps, but they have the potential to be dynamic engagement tools. At Florida Atlantic University, we’re experimenting with this by integrating QR codes into a lead generation campaign with our advancement team.  

We’re printing mock license plates with scannable codes that drive people directly to tailored content on our site. It’s a simple but powerful way to spark interaction, bridging physical touchpoints with personalized digital experiences. Tools like this one shift the website’s role from passive to participatory, helping us engage students in more intentional, outcome-driven ways. 

Evo: How do you see web personalization influencing a student’s decision making and retaining and engaging them, especially when we integrate it with real-time data or CRM systems? 

GB: Personalization makes a real difference, especially for prospective students making high-stakes decisions. One tactic we’ve found especially effective is location-based landing pages. They help us tailor content that resonates more directly with visitors.  

We also track engagement through UTMs and analyze the full customer journey, pulling insights from real-time data and our CRM. That loop helps us continuously refine our strategy. It’s not just about collecting data. It’s about using it to deliver more relevant, timely experiences that guide students from interest to enrollment and keep them engaged throughout their journey. 

Evo: How should digital media leaders balance the required SEO and accessibility with design and storytelling that will engage learners who come from various backgrounds? 

GB: Balancing SEO, accessibility and storytelling starts with understanding your audience and the journey it takes. SEO and proper coding are critical for discoverability, and accessibility isn’t optional—it’s essential—but design and narrative matter just as much. They shape how users feel when they engage with your site. Digital media leaders need to strike an intentional balance, optimizing for search and compliance while crafting a user experience that’s compelling and inclusive. It’s not either/or. It’s about meeting technical standards while delivering a story that connects. 

Evo: What role do you believe dynamic content and segmentation play in addressing nontraditional learners’ various needs? 

GB: Dynamic content and segmentation are essential because each student group—whether it’s adult learners, first-gen students, online learners or traditional students—has different needs. By leveraging real-time updates and personalized ads, we can tailor messaging to resonate with each audience. It gives us the flexibility to meet students where they are, delivering the right content at the right time in the right format. That level of precision is key to meaningful engagement. 

Evo: How do you envision the future of higher ed and websites evolving as strategic tools for student engagement and storytelling that will keep students retained and engaged?  

GB: I see higher ed websites becoming increasingly data-driven and globally oriented. As internet access expands, our digital outreach now goes far beyond local communities, reaching national and international audiences through targeted campaigns. That means data will play an even greater role in shaping how we tell our stories. The ability to track and analyze user behavior allows us to refine content in real time, tailoring narratives to different audiences based on where they are and what they need. Just like in other industries, higher ed will need to use data strategically to engage students, personalize their experience and help them see a clear path to graduation, no matter where they’re starting from.