One of the biggest mistakes made in an online marketing campaign for universities is directing potential students to your university’s website instead of a landing page. Elevate your digital marketing to the next level by using landing pages to increase conversions, fine-tune your messaging, and leverage your branding. Read on to find out how.
Building and maintaining a website isn’t only a time consuming task, it can be costly as well. You spend a lot of time perfecting your branding, drafting your messaging, and deciding on a design everyone in your department can agree on. The project is finally complete, and you are gearing up to launch your newest online marketing campaign. Only to be told that you should send your traffic to a landing page instead of your new website.
We sympathize with you! As marketers, content strategists, designers, and developers, we understand how frustrating this can be. The investment you make in your website is so significant, it can be difficult to fathom the idea of now having to create a new page.
Landing pages play a crucial role in any digital marketing campaign. By leveraging your messaging, value propositions, and branding, you can make your campaign as successful as possible. Lucid Education is here to help you explore what a landing page is and explain the benefits of utilizing one for your digital marketing efforts.
A landing page is a standalone website page not connected to the main navigation on your website. These are typically used in digital advertising, online marketing, and are especially important for enrollment and admissions campaigns. The point of these pages is to drive a user to take a specific action, also known as a conversion point. Often this means filling out a contact form, but can also be downloading an eBook, scheduling an on-campus visit, etc.
At this point you may find yourself thinking, I already have a contact form on my website. Why do I need a new page to accomplish this?
Glad you asked! Below we break down the top benefits of utilizing a landing page and the positive impact it will yield on your online marketing efforts.
As you can see in our comparison below of the landing page vs. website pages of the Mike Ilitch School of Business at Wayne State University, the path to conversion on the landing page is quicker than the path on the website page. While both paths provide relevant and useful information for the user along the way, we can’t expect paid traffic to act the same as organic traffic. Users utilizing paid search are looking for a quick answer to their question. Organic traffic on the other hand is more patient, taking the time to do their research and collect necessary information.
Yes, landing pages require an additional investment in your website, but a well-designed landing page will help you run an effective digital marketing campaign. If you are ready to take your online marketing to the next level, we can help you determine the best way to incorporate landing pages into your admissions campaigns. Let’s chat and see how Lucid Education is able to help.