Getting ready for open days: how to create experiences that win hearts and minds

As we move into summer and autumn, the university open day season is fast approaching — a crucial time for student recruitment teams across higher education.

Open days aren’t just events — they are pivotal decision-making moments. They can turn interest into action, curiosity into commitment. Yet too often, open day preparation focuses solely on prospective students — overlooking the huge influence of other important audiences.

Open days: more than just students

Yes, the primary audience is prospective students. But they rarely make their decisions alone. Parents, guardians, family members, and friends play a huge role in shaping those choices.
They ask questions. They worry. They nudge. And sometimes, they’re the ones who actually spot the detail that makes or breaks a student’s decision.

In fact, research shows that parental influence continues well into late adolescence and early adulthood, particularly for major life choices like where (and whether) to attend university.

So when planning your open day (and your digital experiences around it), it’s critical to create journeys that serve both the prospective student and the influential voices around them.

What prospective students and parents need from university websites

Using insights from studies like "A Study of University Websites: A Content Analysis" (IACIS 2008), we know that high-performing university websites — especially around open day periods — typically meet a mix of emotional, practical, and academic needs.

Here’s a breakdown of key user needs for both prospective students and parents/guardians:

What parents are really looking for

Parents aren’t just checking course lists. They’re imagining where their child will live, make friends, and build a future. They want to know:

• Where will my child stay? (Quality, safety, affordability)

• Who will look after them if they need support?

• Will they be happy and thrive socially? (Clubs, societies, diversity, inclusivity)

• Is this university preparing them for a career, not just a degree?

Empathy matters. Reassurance matters. Storytelling matters.

Common patterns in high-performing university websites

Research highlights that universities with effective digital experiences share several important characteristics.

High-performing university websites typically:

1. Prioritise easy access to core information

• Clear, easy-to-find navigation for key areas: courses, admissions, fees, accommodation, and campus life.

• Prominent search functions allowing users to find information quickly.

2. Focus on course and program information

• Detailed course descriptions, modules, career pathways, and learning outcomes.

• Clear entry requirements for prospective students.

3. Promote campus life and student community

• Visible promotion of student life: clubs, societies, cultural activities, and sports.

• Photo and video content showing real campus experiences, not just promotional imagery.

4. Support decision-making for parents and guardians

• Dedicated sections or FAQs for parents, providing reassurance around safety, wellbeing, and graduate success.

• Information about financial aid, scholarships, and support services.

5. Showcase outcomes and career opportunities

• Data on graduate employment rates, internships, industry partnerships, and alumni success stories.

• Case studies that demonstrate real-world outcomes.

6. Provide virtual tours and interactive content

• Virtual campus tours, 360-degree images, or walkthrough videos that help remote audiences feel connected.

• User-generated content like student blogs, testimonials, or “day in the life” features.

7. Maintain high accessibility and usability standards

• Websites that are accessible to users with disabilities (e.g., readable text, alt text for images, keyboard navigation).

• Mobile responsiveness ensuring the site is usable across all devices.

8. Create trust through transparency

• Honest communication about costs, expectations, and support services.

• Clear and consistent tone of voice, avoiding unnecessary jargon.

We know your goals — and we're here to help

At the heart of all this is student recruitment and engagement — and we understand how important it is to get it right.

We’ve had the privilege of working with some of the leading names in higher education, including:

• Queen’s University Belfast

• University of Limerick

• Further Learning Group

From improving student journey mapping to reimagining digital experiences that engage both students and influencers, we know what it takes to turn interest into enrolment.