Janice Lozano
A landing page is a standalone web page that is designed to attract prospective students and facilitate enrolments. It is a page that visitors 'land' on after clicking on a link in an email, a paid social media ad, or a paid search ad. It is important to make a solid first impression on prospective students and effectively communicate the value and benefits of your course or program. This can be done by including a video trailer for an interactive experience, testimonials from alumni, and a clear description of the degree. The page should also have a strong online presence, allowing potential students to learn more about the school, degrees, and facilities.
| Characteristics | Values |
|---|---|
| Purpose | To attract prospective students and facilitate enrolments |
| Design | Clean, professional, visually appealing, modern, user-friendly, easy to navigate, mobile-friendly |
| Content | Clear, concise, digestible, relevant, includes testimonials, videos, images, and forms |
| Call-to-Action (CTA) | Clear, direct, action-oriented language, e.g., "Get Started" or "Download Now"; placed above the fold with strategic repetition |
| Logo | Include the institution's logo for branding, but avoid hyperlinking it to maintain user engagement |
| Navigation | Avoid unnecessary links and navigation options that may distract from the page's goal |
| Length | Keep the page concise and ensure all essential information is above the fold |
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What You'll Learn
Include a video
Videos are a great way to boost engagement and conversion rates. They allow visitors to experience your message with little effort and convey ideas that images, copy, and animation cannot. Videos are the currency of the internet, so online marketing that refuses to incorporate them runs the very real risk of being left behind.
There are several ways to include a video on your landing page:
- Hero Landing Page Video: This video replaces a standard hero image at the top of your landing page and is featured as the main visual above the fold.
- Supporting Landing Page Video: This video appears lower down on the page, below the fold, as a supporting asset.
- Background Landing Page Video: This serves as an animated background to draw attention to the headline, a key piece of text, a button, or a form.
- Lightbox Landing Page Video: This video opens in a lightbox popup after the viewer clicks a link, button, or thumbnail.
When including a video on your landing page, it is generally best practice not to autoplay it, especially if it includes sound. Autoplay can be off-putting to visitors and may cause bounces. It can also slow down your landing page, which can be frustrating for mobile users or those with slow connections. However, autoplay can sometimes increase conversions, so it is worth testing both options to see which works best for your page.
Your video should directly support the offer at hand. For example, if your landing page is advertising a webinar, include a video specifically advertising that webinar registration, rather than a general product explainer. A 90-second explainer video can be a great way to make your elevator pitch and show off your brand without forcing visitors to read large amounts of text.
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Add student testimonials
Adding student testimonials to your landing page is a great way to build trust and credibility with prospective students and their parents. Testimonials are a form of social proof, and they can be incredibly valuable in attracting new students and boosting enrolment. There are a few key ways to effectively add student testimonials to your landing page.
Firstly, consider the format of your testimonials. Written testimonials or short quotes from students are a simple and common way to showcase feedback on your landing page. However, video testimonials can be more engaging and impactful. Potential students can see and hear from real people, making video testimonials more authentic and believable. Video testimonials can be easily embedded on your landing page and can include a variety of content formats, such as interviews with students or a compilation of multiple testimonials.
Secondly, ensure that your testimonials are clear, detailed, and easy to understand. Include specific outcomes and experiences in the testimonials, such as how the course provided valuable skills or helped students land their dream jobs. This adds credibility and makes the feedback more relatable for prospective students. You can also include photos or thumbnails of students alongside their testimonials, as this can make the testimonials more trustworthy and compelling.
Additionally, it is important to place your testimonials strategically on the landing page. Ensure that they are in a prominent position where visitors will see them. Feature one primary call-to-action button above the fold, such as "Apply Now" or "Enroll Now and Transform Your Career!". You can also include additional CTAs below for visitors to learn more or contact admissions. Make sure your landing page is responsive and user-friendly, offering a seamless experience across all devices.
Finally, when gathering student testimonials, use multiple approaches. Some students may prefer giving ratings, while others may be more comfortable with open-ended forms or direct messages. You can also turn current students and alumni into brand ambassadors by offering rewards programs, which can help boost your course's try-out rate. By following these strategies, you can effectively add student testimonials to your landing page and create a compelling and trustworthy page for prospective students.
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Make it mobile-friendly
Creating a mobile-friendly landing page is crucial, as more people access the internet on their mobile devices than on desktops. By not optimising your landing page for mobile, you risk losing a huge chunk of potential customers.
- Choose a mobile-responsive template: Select a template that is already optimised for mobile responsiveness, ensuring your page looks great on any screen size. Avoid templates with too many columns or cluttered designs, as these can be overwhelming on smaller screens.
- Prioritize readability: Use larger font sizes to ensure the text is comfortable to read on mobile devices.
- Consider the "thumb zone": Place important buttons and interactive elements in the area of the screen that is easily reachable with a thumb when holding a smartphone.
- Use large, touch-friendly buttons: Make sure buttons are easy to tap with a finger.
- Optimise for fast loading times: Mobile users prioritise quick actions without prolonged contemplation. Long load times are conversion killers.
- Keep it simple and concise: Mobile users have shorter attention spans, so sum up your offer quickly and clearly. A mobile landing page should be smooth, fast, and to the point.
- Add a click-to-call button: Make it easy for visitors to call you directly from the landing page.
- Test on different devices: Ensure your landing page displays properly and is user-friendly across various mobile devices and resolutions.
By following these tips, you can create a mobile-friendly landing page that provides a seamless and engaging experience for your internal students, increasing the likelihood of achieving high conversion rates.
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Keep it concise
A landing page is a standalone web page created specifically for a marketing campaign. It is where visitors 'land' after clicking on a link in an email, a paid social media ad, or a paid search ad. Unlike web pages, which usually have multiple goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (CTA).
When creating a landing page, it is important to keep the content concise. Your headline should be short, impactful, and focused on the main value or offer. Use bullet points or short paragraphs to highlight key benefits. Avoid unnecessary details that could distract or overwhelm your audience.
For example, the University of Economics and Business has a concise description of the degree on its landing page. It lets visitors know what they will gain from the degree, rather than simply describing what it is. The page also presents five clear reasons to study this major, without providing an overwhelming amount of detail.
Additionally, the International University of Monaco's landing page includes a video featuring testimonials from current students. This allows prospective students to hear genuine reasons why others have chosen the university. The page also includes an admission process section with three simple boxes, providing all the necessary information without being overly detailed.
By keeping the content concise and focused on highlighting key benefits, you can create a landing page that effectively communicates the value of your course or program to potential students.
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Use a clear call to action
A call to action (CTA) is an essential component of a landing page, as it encourages users to interact with your brand. In the context of an educational landing page, CTAs can help guide students towards actions that will enhance their learning experience, such as enrolling in courses or downloading educational materials. The effectiveness of a CTA is critical to the success of an educational landing page.
When creating a clear call to action, it is important to use action-oriented language. Use verbs that encourage immediate action, such as 'Learn', 'Discover', or 'Join'. These commands can excite potential students about the educational opportunities available. For example, 'Enroll Now' or 'Download Course Brochure' are straightforward and clearly inform prospective students about the actions they are expected to take.
The placement of the CTA button is also important. You can keep it simple by placing the CTA at each fold of the landing page. This allows the final conversion action to become clear to the visitor through repeated messaging. Another good strategy is to include an additional line alongside the CTA button, such as "No obligation to purchase", which can help win user trust and encourage conversions.
When writing your CTA, it is important to write for your audience and speak to their needs. For example, instead of "Get OUR app", consider "Get YOUR app", which places further emphasis on the reader. Additionally, consider including social proof in your CTA, such as testimonials from students, to add credibility and make a great impact on those considering different options.
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Frequently asked questions
A landing page is a standalone web page created specifically for a marketing campaign. It is where visitors "land" after clicking on a link in an email, a paid social media ad, or a paid search ad. Unlike web pages, which often have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (CTA).
A successful landing page drives conversions by guiding visitors toward a specific action. Each component should work together to create a seamless experience that captures leads or drives sales. Your headline should immediately grab attention and explain the page's purpose. It should connect directly to the visitor's intent and the ad or link that brought them there. Keep it short, impactful, and focused on the main value or offer. Content should clearly explain the value of your offer in a simple, digestible way. Use bullet points or short paragraphs to highlight key benefits.
Include a clear headline, a short description of the degree, and a few reasons why future students should choose your school and this particular degree. Add a section with testimonials from alumni and current students. Include pictures, their full names, and their job titles. You could also include a video tour of the campus or classrooms.
