Your .Edu Website Isn’t Converting — Should You Rebuild or Refine?

Your website is one of your institution’s most valuable assets, and also one of its more expensive and labor-intensive. It serves as the front door for prospective students, a resource hub for current ones, and a critical platform for driving enrollment.

But when performance drops — conversions are low, traffic is declining, or user experience feels outdated — many institutions assume a full redesign is the only solution.

Before you make that call, take a step back. A complete rebuild isn’t always the smartest or most cost-effective path. Sometimes, targeted improvements to your existing site can deliver significant results without the high price tag.

So how do you decide if it’s time to rebuild or if your current site simply needs smarter strategy and support?

Let’s walk through what to look for.

Spot the red flags early

When a site isn’t performing, you need to pinpoint why. These common red flags often indicate underlying issues that should prompt a deeper evaluation:

• Low conversion rates on key actions like inquiries or application starts.
• Declining keyword rankings that limit visibility and discovery of your programs.
• Shallow engagement signals (short sessions, low scroll depth, minimal interaction) suggesting content isn’t meeting visitor needs.
• Slow load times that frustrate prospective students and drag down SEO performance.
• Critical details hidden or unclear (tuition, admissions, deadlines) due to weak information architecture, vague content, or content bloat.
• Sprawling pages with little to no traffic, indicating wasted effort, an inflated site footprint, and diluted authority.

To be clear, none of these should be considered death sentences for your website. But they’re strong signals that further evaluation should take place.

Start with a strategic assessment

A clear-eyed look at your site’s current state can help determine whether optimization or a rebuild makes more sense. Start here:

• Is your foundation strong? Review your CMS, CRM, analytics, integrations, and subdomains. Make sure data is flowing between systems and nothing is falling through the cracks.
• How is your performance? Look at conversion metrics and user flows. Are visitors finding what they need? Are all programs and forms being tracked—or are subdomains masking key performance data?
• Is your content working for users and AI? Evaluate content from both a human and machine perspective. Does it speak directly to prospective students? Is it structured and search-optimized to surface in AI-powered tools?
• Are you ready for AI and personalization? Assess your schema markup and structured data. These elements are foundational for enabling personalized user experiences and AI-fueled engagement strategies.
• How strong is your governance? Review how your site is managed on a day-to-day basis. Do you have the right people, tools, and workflows to keep content accurate, accessible, and up to date.

Price your options strategically

If your site’s foundation is sound, targeted improvements may deliver high ROI at a lower cost. But if technical debt, poor UX, or fragmented infrastructure are holding you back, a rebuild could be the better investment.

Keep these ballpark figures in mind:

• A good rule of thumb today is to allocate 6–12% of your total marketing budget to website management and optimization each year.
• For institutions with a $1 million marketing spend, that’s $60,000–$120,000 annually.
• A comprehensive redesign can range from $100,000 to $500,000, depending on complexity, number of pages, and integrations.

Also consider the hidden costs of delay — missed inquiries, lower conversions, and outdated experiences that don’t meet student expectations.

A side-by-side cost-benefit analysis, grounded in performance data and institutional goals, is the best way to determine your path forward.

Partner with experts who know higher ed

Deciding between a website refresh or a rebuild is a big decision, and it shouldn’t be made in isolation. A strategic partner with deep higher ed expertise can help you evaluate your current digital ecosystem, identify gaps, and recommend the most cost-effective solution.

At Collegis, we work with colleges and universities to optimize digital experiences that convert. Whether you’re refining an existing platform or building from the ground up, our web strategy team can help you create a future-ready site aligned with student needs and institutional goals.

Let’s talk about how to get your website working smarter.