At this point, you may know that landing pages are an important part of a successful  higher ed digital marketing strategy. But do you know what the best practices are when it comes to building a conversion optimized landing page? 

There are many researched, tested, and approved strategies to consider and features to include on landing pages. Below we’re sharing our top 5 tips for ensuring your landing pages are set up for success.  

But first: if you’re not too familiar with what a landing page is or why you need them for higher ed marketing, visit this blog

The best practices for building landing pages for your admissions and enrollment campaigns:

1) Content Strategy

Content is a crucial component of a successful landing page. It is important to align your messaging to the prospective student’s stage in the decision cycle to ensure your content is relevant to them.

Are visitors of this page engaging with you for the first time? Consider giving them a high-level overview of your university, academic program, and differentiators.

Are you using this page to re-engage with previous leads and drive them towards applying for your program? Outline the application process and what they can expect.

Relevant content is the key to preventing your audience from visiting your landing page and leaving without completing the desired conversion.  

2) Form Fields

We find that many of our education clients want to collect as much information as possible from prospective students on landing pages. And this makes sense, as the more information you know about someone, the better you can cater your messaging to them and determine their potential fit in your program.

However, when it comes to landing page forms, we often find that less is more. We recommend that you only start with the fields that are absolutely necessary to qualify and contact your leads.

Are you curious about how the volume of form fields should change based on where your prospective students are in the funnel? Check out this blog from Instapage that discusses expectations for users at various stages and how you can align your landing pages accordingly.

3) Think Mobile

As you are likely aware, more users are utilizing mobile devices than ever. When we talk about “thinking mobile,” we don’t just mean that your page should load quickly on a mobile device. We also encourage you to consider the content and overall page structure with mobile users in mind.

Looking for an easy win to enhance the experience for your mobile users? Try shortening your content. Shorter headlines, paragraph text, and even form fields all tend to perform better on smaller mobile screens. 

4) A/B Test

There is no better way to determine what will resonate best with your audience than A/B testing. Select one element at a time to test on your landing page and split the variations evenly amongst your campaign traffic.

Not sure which elements to test? Try testing imagery, value offers, and page structure. What resonates best with your prospective students may surprise you!

5) Imagery

Imagery plays an important role in captivating prospective students on your landing pages. It’s also another way to portray your school’s brand and put a face to your academic programs.

Not sure where to start when it comes to photography for your enrollment campaigns? Check out our blog with tips for sourcing photography on a budget, whether you are able to stage a campus photo shoot or need to rely on quality stock images. 

Building a landing page doesn’t need to be an overwhelming process. Think about these tips and the user experience when you craft every landing page. Do you want help creating conversion focused landing pages for your admissions and enrollment campaignsReach out to our team, we specialize in digital marketing for higher education. 

Interested in Lucid Education's admissions and enrollment marketing strategy?

About the author

Megan is a Senior Marketing Manager who specializes in education marketing. She develops integrated digital student enrollment and admissions campaigns focusing in areas of: brand awareness, content strategy, student acquisition, and lead nurturing campaigns.