A student is deciding between two courses at your college: a business diploma and a marketing diploma. Both look interesting. The course pages describe each one in detail, but neither explains how they differ, which suits someone who wants to start their own business, or which leads to university. The student asks a friend, who does not know either. They decide to apply somewhere with clearer information.
Course choice questions are some of the most important an education provider receives. The applicant has chosen your institution and narrowed it to a few courses. They only need help choosing.
Why prospectuses do not answer these questions
Course pages are written one course at a time. Each describes its own modules, assessments and outcomes. The applicant's real question sits between the pages: which of these is right for me? The same problem affects retailers, where shoppers stuck between two products often buy neither, as described in product comparison questions your pages never answer.
The questions applicants ask
- What is the difference between these two courses?
- Which is better for the career I want?
- Which leads to university, and which to employment?
- Which is more practical?
- Can I switch courses after starting?
- Which has more contact time?
Want a 24/7 AI Employee for Your Website?
See how SpideyChat can answer customer questions, capture leads and handle enquiries while your team is offline.
A good comparison answer
Student: What's the difference between the business and marketing diplomas? Assistant: Both cover the basics of running a business. The business diploma goes deeper into finance, operations and management, while the marketing diploma focuses on branding, digital marketing and research. If you're thinking about starting your own business, the business diploma gives a broader foundation. Would you like to speak to a course adviser about your plans?
SpideyChat for education providers compares courses from your published information at any hour, and suggests speaking to an adviser for personal decisions.
Adding comparison content
Course pages can do more:
- A short "how this course compares" section for closely related courses.
- Clear career and progression outcomes.
- The balance of practical and theory work.
- Contact hours and assessment methods.
Parents weigh in too
Parents often join the course decision, and they ask different questions: which course leads to a job, which has better results, which is more respected by employers or universities. Publishing progression and outcome information on each course page answers these, and helps families agree on a choice rather than stalling.
Switching courses
Many applicants worry about choosing wrong. Explaining whether and how students can switch courses in the first weeks reduces that fear. An applicant who knows they are not locked in is more willing to apply now.
Fees often decide between courses
Applicants often choose between courses partly on cost. Clear fee and funding information helps, as covered in fees and funding questions from prospective students.
Open days as a chance to choose
Many applicants attend open days to settle their course choice. Answering their comparison questions in advance helps them get more from the visit, a point made in open day enquiries that never turn into visits.
Online courses
Online course providers face even more course choice questions, because applicants cannot visit. The approach for online education is discussed in AI chatbots for online education and course creators.
Your next step
List the pairs of courses applicants most often ask about. For each pair, write three sentences on how they differ and who each suits, and add it to both course pages. Then try an assistant on your website with a course choice question, or see the features.