Why Your Application Portal Might Be Losing Applicants — And How to Fix It

We've all experienced the ease of online shopping. Smooth navigation, personalised recommendations, checkout in seconds. It just works.

But when it comes to applying to university? That same seamless experience is often missing.

A beautifully designed university website leads to an outdated, clunky application portal. It's jarring. And more importantly, it's costing you applicants.

Your application portal should be more than just a form. It should act as an extension of your brand, a powerful marketing touchpoint that engages applicants, builds trust, and encourages completion.

So how do you make that happen?

Here are five practical ways to optimise your university's application portal and increase both engagement and application numbers.

1. Make the Portal Feel Like Part of Your Brand

Too many universities stop short at the "Apply Now" button. But what follows should look and feel just as on-brand as the rest of your site.

Your application portal should be branded with your university's colours, logos and tone of voice. It should be intuitive, mobile-friendly and easy to navigate. And it should offer a welcoming, helpful experience from the very first interaction.

Think of it this way: your portal isn't just a form. It's the front door to your university. If that front door looks dated, feels clunky, or doesn't match the rest of your brand, what message does that send?

Students notice these things. They might not articulate it, but they feel it. And when one institution's portal feels modern and welcoming while another's feels like it was built in 2010? That matters.

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2. Personalise the Experience with Smart Content

Every applicant is different. They expect content that speaks to their goals and interests, not generic one-size-fits-all messaging.

With a dynamic portal, you can display tailored messages and content based on applicant type. Undergraduates see different content than postgraduates. International students get guidance specific to their situation. You guide prospects through the right steps based on where they are in the journey and use behavioural data to offer helpful prompts exactly when they need them.

This level of personalisation doesn't just improve the user experience. It boosts completion rates too.

Because when students feel like you understand their situation and you're speaking directly to them? They're more likely to finish what they started.

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3. Use Interactive Forms That Work Harder for You

Today's applicants expect smart, responsive digital experiences. Your forms should be no exception.

Modern, interactive forms can pre-fill information based on user profiles, saving students time and reducing errors. They offer tooltips or prompts at exactly the right moment. They integrate social login, reference collection and multilingual options. They validate data instantly, which reduces admin time and applicant frustration.

The result? Less friction, better data quality, and a smoother path from interest to submission.

Compare that to traditional forms where students have to manually type everything, figure out what each field means on their own, and hope they didn't make a mistake that slows down their application later.

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4. Automate the Admin, Free Up the People

Admissions teams are busy. Manual processes only slow things down.

Automation allows you to trigger confirmation and reminder emails automatically. You can assign reviewers based on predefined rules. Applications move between stages without manual intervention. You track progress and flag bottlenecks in real time.

This improves internal productivity and gives your applicants a faster, more responsive experience. And that matters when decisions are being made and students are weighing multiple options.

Your team stops chasing down paperwork and starts focusing on what actually matters: evaluating candidates and building relationships with prospective students.

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5. Bring Everything Together in One Smart Hub

As applications roll in, you need a clear overview of what's happening without trawling through spreadsheets or switching between five different systems.

A modern portal provides a live dashboard showing submission stats, reviewer activity and applicant progress. You can filter, tag and comment across all applications. You get visibility into both individual applications and wider performance trends.

With everything in one place, teams work more collaboratively, spot issues early, and stay focused on selecting the right students.

No more hunting for information. No more version control nightmares. No more wondering if you're looking at the right data.

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What This Means for Your Institution

Applicants may never meet your team in person before they apply. But your application portal? They'll spend plenty of time there.

That experience needs to reassure them that your university is responsive, innovative and student-centred. It needs to make applying feel straightforward, not stressful. And it needs to reflect the quality of education they can expect if they enrol.

A modern, intuitive application portal transforms the admissions journey, not just for staff, but for students too. It reduces drop-offs, improves conversion, and frees your team to focus on high-value work instead of manual admin.

If your current portal feels dated, creates friction, or doesn't reflect your brand, it's worth looking at what else is out there. Because your portal isn't just a form. It's a reflection of who you are as an institution. Make sure it's showing students the version of you they deserve to see.