The Anatomy of a Perfect Landing Page

The first thing you need to understand is why landing pages are important for your school. Wikipedia defines a landing page as a lead capture page that appears when a potential customer (or student) clicks on an advertisement or a search-engine result link. The page will usually display content that is an extension of the advertisement or link, which is optimized to feature specific keywords or phrases for indexing by search.

From a school’s standpoint, a landing page should be designed to identify the potential student and make an admissions appointment in that one, transactional visit. The main goal of a landing page is to identify the lead, convert them, and make the sale all on that one page. However, it is understood that a school’s admissions cycle is generally longer than a typical business transaction.

Takeaways: The 3 most important reasons why landing pages are important to your school:

• Refined message and offer based on where the ad is being placed

• Understanding of what works and what doesn’t work for your school

• Maximizing your conversion rates

The infographic below shows very specific necessities that make up the “perfect” landing page. Headlines, grammar, number of links, and call to actions are just some of the few. One of the most important keys is to always be testing your pages and forms. Doing multiple tests on certain links and keywords can help optimize your school’s landing pages to get the best possible conversion rates.