Landing Page Dos and Don’ts for Your University
Creating high-converting landing pages and hosting them on your university’s website can be essential if you are looking to engage prospective students and drive enrolments. In an increasingly competitive market, well-crafted landing pages with key information about your programmes and CPAs such as brochures and contact forms can distinguish your institution and provide an impactful first impression. Here, we’ll explore key dos and don’ts to help you optimise your landing pages for effective engagement and conversion.
Why Are Landing Pages Important for Universities?
Unlike a homepage, a landing page is designed with a single goal in mind—whether it’s encouraging prospective students to sign up for information sessions, book a campus tour, download a brochure, fill out a form or begin their application. A high-converting landing page not only captures attention but guides visitors smoothly toward taking the desired action, increasing the likelihood of enrolment.
By aligning your landing page with prospective student expectations and following best practices in design, messaging, and functionality, universities can significantly boost engagement and conversion rates. A well-crafted landing page helps convey the unique value of your institution and strengthens its appeal in a competitive market.
Content and Messaging
In crafting an effective landing page for a university, content and messaging play a foundational role. Universities must communicate their unique value clearly and concisely, highlighting aspects that resonate with prospective students, such as academic quality, career outcomes, or campus life. Overly cluttered or generic content can deter potential applicants, while clear messaging and authentic testimonials build credibility and connection.
Do: Prioritise a Clear, Compelling Headline
The headline is the first thing visitors see, so it needs to be compelling and clear. It should reflect the unique value proposition of your university and convey what prospective students can expect. A strong headline might focus on academic excellence, career outcomes, or the quality of campus life. Make sure it aligns with the content of the page to encourage further exploration.
Example: “Unlock Your Future with World-Class Business Studies” immediately conveys the opportunity for growth and success, appealing directly to a student’s aspirations.
Don’t: Overload with Information
Avoid cramming too much content on the page. Landing pages work best when they are concise and focused. Visitors should be able to understand your offer at a glance without wading through unnecessary details. Overloading with text or visuals can overwhelm visitors, leading them to exit prematurely. Stick to the essentials, and provide links for those interested in further details.
Do: Emphasise Social Proof
Social proof, like alumni testimonials, case studies, and employer partnerships, reinforces credibility and encourages trust. Display success stories from current students and graduates, especially those who have achieved notable careers. This can be particularly persuasive for prospective students, showing them tangible outcomes of studying at your university.
Example: Include a short, engaging testimonial quote, such as, “Studying at [University Name] was the launchpad for my career in tech.”
Visuals and Design
The design and visual elements of a landing page are essential in shaping first impressions. For universities, visuals can powerfully showcase the campus experience, diverse student life, and successful alumni. An effective design draws attention to key areas, like calls-to-action (CTAs), while maintaining simplicity and cohesion. This balance ensures that visuals enhance the message, making it easy for students to see themselves at the university.
Do: Use Strong Visuals to Support Your Message
High-quality visuals can make a significant impact. Photos of your campus, diverse student body, or successful alumni add an element of trustworthiness. Videos of student testimonials or virtual campus tours are also engaging ways to showcase what life at your university offers. Ensure all visuals are aligned with your brand’s tone and message, reinforcing the appeal of your institution.
Don’t: Use Generic Stock Photos
Using generic stock photos can make your university appear inauthentic and detached. Today’s prospective students are highly visual and attuned to authenticity. If possible, invest in original, high-quality images that capture the real environment and culture of your institution. This approach builds trust and helps students envision themselves at your university.
Do: Include a Strong Call-to-Action (CTA)
Every landing page needs a clear and actionable CTA to guide prospective students on the next step. Whether it’s “Apply Now,” “Book a Campus Tour,” or “Request More Information,” ensure the CTA stands out and is easy to locate. For higher conversion, make the CTA button visually distinct and use action-oriented language.
Example: Rather than a generic “Submit,” try “Unlock My Future!” or “Take the First Step.”
Don’t: Ask for Too Much Information Upfront
Long forms can discourage engagement. Instead of overwhelming prospective students with multiple form fields, focus on obtaining essential information initially (such as name and email). Additional details can be gathered later in the enrolment funnel. By streamlining your forms, you increase the likelihood of receiving a response.
Mobile and SEO Optimisation
In an era where students are likely to research universities on mobile devices, mobile optimisation is non-negotiable. Ensuring that landing pages are responsive and fast-loading enhances accessibility and keeps potential applicants engaged. Additionally, SEO practices ensure the page reaches its intended audience, leveraging keywords and optimisation techniques to rank higher in search results and drive organic traffic.
Do: Optimise for Mobile Devices
Mobile optimisation is paramount. With more students researching their options on mobile devices, your landing page must be fully responsive. A mobile-optimised landing page with fast loading times, easy navigation, and simple forms ensures a seamless experience across devices, increasing the likelihood of engagement.
Don’t: Overlook SEO Best Practices
An SEO-optimised landing page improves visibility on search engines, driving organic traffic to your website. Target relevant keywords, such as “top UK universities for international students” or “best MBA programmes in Berlin.” Use clear headers, meta descriptions, and descriptive alt text for images to ensure accessibility and improve search rankings. Remember, an SEO-friendly landing page attracts the right audience, who are more likely to convert.
Data and Analytics
For university marketing teams, data and analytics are vital tools for continuous improvement. By tracking visitor behaviour, conversions, and engagement, teams can identify what resonates with their audience and what needs refinement. Regularly reviewing these metrics allows universities to adjust their landing pages to maximise effectiveness and ensure they continue meeting the expectations of prospective students.
Don’t: Neglect Analytics
Landing page performance can be optimised with data insights. Use analytics tools to track visitor behaviour, conversion rates, and engagement metrics. Identify areas of improvement and test variations to see what resonates with your audience. Regularly updating your landing pages based on analytical insights will ensure they remain effective and aligned with audience expectations.
Conclusion
Well-designed landing pages are pivotal in capturing interest and converting prospective students. By following these dos and don’ts, your university can create compelling, user-friendly, and effective landing pages that reflect your institution’s values and drive meaningful engagement. Remember, a landing page is not just a marketing tool; it’s a gateway to the unique experiences and opportunities your university offers.
At Next Level Higher Education we create landing pages using Divi for WordPress as well as other trusted platforms, including HubSpot, Salesforce, Mailchimp, and Constant Contact. Our solutions are tailored to help your university capture interest, engage prospective students, and support your enrolment goals.
Following these best practices will set your landing page up for success, ultimately supporting your institution’s enrolment goals and reinforcing your brand’s presence in the competitive higher education landscape. Contact us at hello@nextlevelhighered.com if you need help setting up landing pages for your university’s marketing efforts.