What makes a great landing page? A website’s landing page is what the user sees first. Think of them as a window to your business. It’s an integral part of your website that comes in many shapes and sizes. It isn’t new information to hear that your site needs to work well on both desktop and mobile in 2021, and this rings true for all business sectors. From a well planned page layout to well worded call-to-actions (CTA), it’s worth thinking about what your pages will look like and what your end goal is before creating your landing pages.
With the internet now providing us with unlimited information, the attention span of the average website visitor is falling into the milliseconds. It is becoming increasingly challenging to entice your user to stay and make the desired action intended from your landing page.
Over the last couple of years, getting an education at any age has become more accessible with just a few clicks. You can find and be on your way to getting enrolled onto that course you’ve always dreamed of, and you could do it while riding the bus! But how does that person find what they’re looking for in the first place? How did they use your website in order to find all the information they needed to make that important life decision?
We go through some of the techniques your education landing page should be using to help your website visitors take the desired action.
Above the fold
“Above the fold” is one of the most important factors when building any webpage. Simply put – this is the information the user will see first. So make it count!
It is beneficial to always put all the important information within the users view before they have to start scrolling down the page. This information usually includes:
- A striking header image
- An enticing headline
- Some key points about the page (1-2 lines of text)
- An obvious button (CTA)
Having all this information in view as soon as the user lands on your page, on both desktop and mobile, will help them to quickly understand what the page is about and more importantly, how to continue on their journey with you.
How to add this to your education landing page:
When someone lands on your education page you want to show them they are in the right place. Use a relatable header image such as students preferably looking in the direction of your main CTA to help guide the user into looking where you want them to, but make sure this is all above the fold.
Add clear call-to-actions
A strong CTA is the backbone of how a user will ultimately navigate through your website. This is the only way you’re going to get the visitor to do what you want them to do. It’s important to think about:
- Where they are placed on the page?
As mentioned, always place your main CTA above the fold, to help the user navigate faster, but also place them strategically on the page to give the user options.
- How well they stand out?
This goes without saying, make your CTAs stand out. Use a colour that stays inline with your brand but is only used for your buttons and also contrasts well with the rest of the page. This will help your user to subconsciously look for your CTAs across the page and website.
- Does the copy work?
The text in your buttons is just as important as how they look. ‘Find out more’ or ‘Apply now’ can come across as too vague. Try to make them personalised to the page i.e ‘Apply for [course name] now’ or ‘Read more about this course.
How to add this to your education landing page:
CTAs don’t just have to be buttons. They are somewhere for the user to go to complete their goal. On-page forms are another great way to help the user use the page and for you to gain some quick information! Add a form to your page to sign up for more information about a specific course, or for the user to request a callback.
Always think about your end goal. Do you want your user to sign up for a course? A newsletter? Navigate a certain page? All of this can be achieved with well-placed, useful, and attractive CTAs.
Optimise your landing page for SEO:
Now that you’ve created an education landing page that is suited perfectly to your target audience and ensured that it is optimised to help the user on their journey, it always makes sense to also try to drive traffic and conversions on the page, organically. Take advantage of search engine optimisation (SEO).
Research common search terms related to your page content that people use when looking to choose their next education step. Take note of these keywords and make use of the ones that work in your copy to successfully drive traffic to your website through search engines. Find out more about on-page SEO from the experts.
Making small changes to your education landing pages can create huge differences in how someone uses your website, to convert. Always remember to have an end goal in mind before you start creating your landing pages. Put yourself in the users’ shoes and think how you’d like the page to work, where you’d like to be guided to help you make the decision.
Using the techniques mentioned in this post will help you achieve your landing page’s potential.