What is the most important web page to your school? If you said your higher ed homepage, you’re only half right. While it’s true that your homepage is essential for guiding traffic to your site and providing important information to students, it’s actually your landing pages that are doing the heavy lifting and converting those prospective students into applicants.
Think of the homepage as the lead singer in a band, while your landing pages are the drummer, bassist, and guitarist. Sure, the lead singer gets all the attention, but no one’s buying the albums or concert tickets without the work that everyone else puts in. (You can trust me on this, as a former lead guitarist).
Dedicated landing pages are essential for optimizing pay-per-click (PPC) campaigns and increasing conversion rates. They’re important first impressions for new visitors, play a key role in highlighting competitive differentiators of your brand, and — most importantly — encourage your audience to take immediate action.
So, you need to get your landing pages right. If you’re not optimizing your landing pages, then you’re undercutting your entire paid advertisement strategy — not to mention your budget. Here are some best practices to generate more leads and boost enrollment, plus three common landing page mistakes to avoid
Let’s rock.
What Are Effective Landing Page Elements?
First off, let’s establish a few things about landing pages and what makes them effective. Just as your homepage is not a landing page, your landing pages can’t be a copy of your homepage — because they’re doing entirely different things.
Your homepage provides a wealth of information, communicating all the essential elements about your school. By comparison, every landing page should have a singular goal: to engage the user and encourage them to take a specific action. That action can range from requesting more information or applying for financial aid to accessing an asset such as a brochure or a webinar.
What you’re offering is a secondary concern; what you’re really after is getting them to enter their information. This means that every landing page needs to have some kind of request for information (RFI) form.
You’ve definitely seen them before — here’s an example of one of ours.
The form should appear above the fold, as close to the top of the page as possible (though there are exceptions we’ll talk about later).
More importantly, the form should only include a few fields, ideally four to five. With prospective students, you’re really looking to secure their:
- First Name
- Last Name
- Phone Number
That’s it. You want minimal distractions so the user is compelled to take action. Both the form and landing page should be clear about what the offer is, why someone should fill out the form, what will happen after they fill out the form, and what they will receive.
Speaking of distractions, try not to include Live Chat options on your landing pages. You only want users to convert through the form to improve your conversion rates. It’s also vital for your metrics so you can measure which offers are getting users to enter their information, and which ones aren’t.
Those are the basics, but let’s dig a little deeper and look at four different possible layouts, why you would use them, and what they might say about your school.
Example Landing Page Layouts for Higher Ed
1. Short Landing Page with Minimal Supportive Copy and a Top of Page Form
This is your typical landing page approach — short and sweet. Not much more than a form at the top of the page — or “above the fold” — followed by minimal supporting copy that tells students only what they need to know.
This example landing page from Johnson & Wales University makes the call to action (CTA) immediately clear. It’s saying, “we have this degree” and presents just enough information to provide some context.
There is a drawback to this approach: Such a small amount of copy says very little about why this degree is different or valuable. The copy below the form doesn’t add much value, meaning the page is mostly about having a form to try to convert. Landing pages such as this can be effective for students who are already thinking about applying, but they don’t do much to win over indecisive prospects.
2. Long Landing Page with Significant Supporting Copy and the Form Lower on Page
These pages spend much more time selling the degree. They feature multiple modules with a cohesive design that are meant to display copy in a visually appealing way.
Note that these longer landing pages are still distinct from home pages, because they’re explicitly about one thing — the degree program — and every piece of copy is in support of that program (or at least, it should be).
Note that these longer landing pages are still distinct from home pages, because they’re explicitly about one thing — the degree program — and every piece of copy is in support of that program (or at least, it should be).
This landing page from ASU Online includes significant copy that sells the value of the degree. It hits on social proof, addresses common questions, previews and highlights relevant careers, and is generally a more informative and comprehensive approach.
While the form isn’t at the top of the page, it’s still high enough that it’s one of the first things a user will see. These pages are of much greater value to prospective students and can do a lot of heavy lifting in winning over users who are at the top of your marketing funnel.
Too much information does run the risk of overwhelming your reader, or drawing attention away from the call to action (CTA), which is the entire point of these pages.
3. Mid-Length Landing Page with a Top of Form Page
Of course, your design doesn’t have to be limited to just two approaches. Finding the right balance between short and long style page layouts and your choice of content will depend on the degree itself, as well as your target audience.
This example landing page from Boston University provides more information than a short page, but does not have as many modules as a long form page. This landing page highlights:
- What makes this online MBA program unique
- That the program is AACSB accredited
- Four key highlights of the program
- An overview of the curriculum and program experience
- Why earning this degree is important for a business career
This is what most landing pages should be aiming for — it offers just enough information to highlight what’s great about the program but still makes the CTA the main point of the page.
4. Landing Page with No Form at the Top
Remember how we said earlier to put the RFI form above the fold? Well, there’s an exception to every rule, and there are situations where it makes more sense to feature that form in a sidebar or even at the bottom of the page.
Here’s one example of an Arizona State University landing page that places its form at the very bottom.
As the last module your reader will see as they scroll through the page, placing the RFI form and CTA here can make them a point of emphasis. It also helps that this page is short, so the reader doesn’t get bored and leave the page before getting to the bottom.
Which approach performs better? Honestly, that can vary depending on your program and intended audience. Most of the time, we would advocate for keeping the CTA above the fold, but if there’s vital information that a reader needs to know before entering their information, then an end-of-page CTA might make more sense.
We could also get scientific and make the best of our available resources to decide on an approach. For example, A/B testing two different versions to see which layout wins more conversions or using heat maps and/or scroll maps to identify which parts of the page are getting the highest number of views.
So, what works for PPC landing pages? While our preference is for balanced pages that lean toward the shorter size, the truth is any of these layouts can excel in winning conversions provided you include the right elements.
Five Successful PPC Landing Page Layouts (with Examples)
While a clear focus on your CTA will help to drive conversions, there are five other elements that can further engage your audience and win them over. In no particular order, these elements are:
- Minimalist design
- Visual-centric design
- Multiple CTAs
- Videos
- Mobile-optimized layout
Not every page will (or even should) have each of these elements; the key is to consider which ones make the most sense for your audience. Here’s a look at what each element brings to the table, with examples.
Layout 1: Minimalist Design with a Clear CTA
Less is more with a straightforward, clear, and simple design. You’ll want to utilize lots of white space to draw attention to your images and copy — all of which should directly communicate the value of submitting the form and adhere to your existing brand guidelines.
Here’s a short landing page from St. Petersburg College that is about as direct as you can be with what the school is offering.
This page features clear statements and a short, bulleted list of the benefits that await incoming students. The theme of belonging is carried through the landing page, including the footer at the bottom.
It’s a clear and direct message that sells the idea of what the school is about and only offers one course of action — filling out the RFI form. As a short landing page, there’s not a lot of detailed information here, so this probably isn’t the best sell to a student at the top of the marketing funnel. However, it is straightforward without any distractions, making it more effective for students who are ready to learn more about the institution.
Second Example — This short landing page for Pepperdine Caruso School of Law’s online Master of Legal Studies makes great use of white space, direct CTAs, and clear bullet points to quickly and clearly sell the value of the program.
Layout 2: Visual-Centric Design with Testimonials
As much as we talk about copy, it’s important to remember that the internet is a highly visual medium — especially if your readers are coming from platforms such as YouTube, TikTok, or Instagram. Using visual elements as part of your landing page is an easy way to showcase what your program is about.
Even if you’re promoting an online degree program, having images that show your campus and your students conveys the values and lifestyle of your school. This is especially important with testimonials, which are an essential form of social proof you should always try to incorporate into your landing pages.
Here’s a great, visual-centric long landing page from VLACs (Virtual Learning Academy Charter School). Scroll past the top-of-fold RFI form and you’ll see a range of colorful icons, representative images of students, and even a short autoplay video showcasing students interacting with online lessons.
This landing page puts a human face to an entirely online program, right down to its testimonial section, which includes a portrait of each person quoted.
There are a lot of personal experiences here from students, parents, and faculty. The use of a carousel slider allows for a wide range of testimonials, presented in a way that’s easy to read. It’s a great way to break up walls of text while showing sincere stories about how students have benefitted from your program.
A few other tips for utilizing visuals in your landing pages:
- Make use of branded photos as much as possible, such as students wearing branded attire, to carry through the identity of your school.
- Look for ways to differentiate your landing pages by program and by degree through images, think about which students you’re highlighting and their surroundings — are they younger undergrads or older, non-traditional students? What do we see them doing in the images? Are they learning online or on-campus?
- Be sure to portray your faculty, students, and alumni in a positive light — everyone should appear happy or at least engaged in and enthusiastic about whatever it is they’re doing in the image.
- Try to include video testimonials that convey the experience of real students, as videos are an easier way for users to connect on an emotional level.
Second Example — This long landing page layout from the American Military University pairs a clear, bold image with the CTA form right at the start and makes use of a blend of stock photos and alumni testimonials to sell the personality of the program and connect with readers.
Layout 3: Detailed Information with Multiple CTAs
Rules are made to be broken, so while you always want to emphasize the main RFI form on your page, you can supplement it with additional, related CTAs. For example, if you know that your audience will consist of students at different stages of their journey, you’ll want to offer CTAs that meet them where they’re at.
Here’s a mid-sized landing pay example from Tufts University’s Fletcher Graduate School that makes thoughtful use of multiple CTAs for different audiences while also presenting useful, detailed information.
The “Request Info” button in the top right is actually the same CTA as the RFI form, meant for students looking for more information. You’ll notice there’s a smaller secondary banner with a different “Apply Now” CTA for students who feel ready to take more direct action. It’s a temporary banner that will be replaced after the spring semester application period has ended, but that timeliness is also an effective way to get attention (the front-and-center fee waiver doesn’t hurt, either).
If you do have multiple CTAs, always prioritize the CTA that aligns with your primary conversion goal for the campaign — in this case, requesting information. In addition to being present above the fold, there’s another Request Info button at the bottom the landing page that reinforces the RFI.
The size, color, and position of the buttons should guide your reader’s eyes to the primary CTA, first. You’ll notice that in the first image, all of the CTAs are within an orange field, keeping the message and branding consistent.
You’ll also want to include relevant data proof, such as statistics that will reinforce your messages. In the first image, there are five superlative statements about the school that tease some of the information a prospective applicant would be interested in (Ex. Do I need a GRE? Are there scholarships available?). The page also has an updated timeline of deadlines for application, which reinforces the CTA of the secondary banner.
Second Example — If you’re going to have multiple CTAs, ensure they’re not just related to the main point of the page, but actively reinforce it. All of the CTAs on this medium-length page from Grand Canyon University are anchor links that bring the reader back to the main RFI form. It’s an effective way of presenting your reader with options, but always pushing them toward the same outcome.
Layout 4: Video-Driven Design with a Focus on Engagement
Nothing catches peoples attention like video. Hubspot has found that 30% of top landing pages incorporate video, and embedding videos can increase conversions by as much as 86%. Short-form videos and student success stories are also two of the major trends for higher ed sites we saw for this past year. If you really want to make engagement your number one priority, place a video above the fold in the hero section of your landing page, ensuring it’s visible without scrolling.
Marshall University does this through its short landing page, which places the RFI form below a video banner that highlights the campus, as well as a video that showcases student life through a montage of images.
Notice that they have a button at the top right corner to ensure their CTA still appears above the fold. Clicking it will drop you right down to the RFI form.
As great as video content is, you have to take care in how you deploy it. Some recommendations for using video effectively:
- You can consider using autoplay for quick engagement but, if you do, mute the video by default, otherwise it can be disruptive and annoying.
- Offer subtitles or text overlays to convey key messages without audio, both for users with hearing impairments and those who need to watch without audio.
- Try to incorporate a clear call-to-action within the video itself, either towards the end or as an overlay at strategic points, especially if it reinforces the message of the landing page.
- Size matters, even for video files. In this case, you want shorter videos and compressed files so they’re quick to watch and even quicker to load.
To that last point, don’t try to repurpose an entire 30 minute webinar onto a landing page. Instead, pull a relevant clip and use that to highlight your message. Not only does that make the content more engaging, the smaller size ensures it’s viewable on any device. Speaking of which…
Layout 5: Mobile-Optimized Layout for Higher Ed PPC Campaigns
For the past seven years, mobile devices have accounted for more than 50% of all web traffic. That means if your landing pages aren’t compatible with mobile screens, then you’re alienating more than half of your audience.
However, good mobile design doesn’t just mean that the landing page is able to load correctly on a phone. There are important design considerations that will make your mobile display feel intentional as opposed to an afterthought.
Pace University does a good job with their mobile conversion, here are a few steps to follow their lead:
- Different devices display in different aspect ratios. Ensure that your landing page can automatically adjust to different screen sizes.
- Remove any unnecessary elements or distractions that could overwhelm users on smaller screens, such as pop-ups or small text.
- Compress images, use shorter videos, and limit the use of unnecessary JavaScript and CSS to reduce load times.
- Use a single-column layout to ensure all content fits naturally on a vertical mobile screen without requiring horizontal scrolling.
- Place your primary CTA button above the fold so that’s is visible on mobile without needing to scroll.
Second Example — The Master of Science in Criminal Justice landing page for the University of Oklahoma is another page that transitions well from a short, web layout to a single column mobile display.
Three Common Landing Page Mistakes to Avoid
We’ve talked about what makes for a good landing page layout — but what are some mistakes you need to avoid? We’ve actually talked about each of these already, but they’re considered common mistakes because they keep happening. So, let’s finish up with an encore.
Mistake #1: Overloading with Information
Repeat along with us: ”My program’s landing page is not the same as the homepage.” You need to make it easier on prospects by providing a simple, stress-free landing page that offers a single purpose. Even if you feel it’s worthwhile to include additional information and multiple CTAs, there are better ways to draw your readers’ attention to what’s important:
- Eliminate unnecessary distractions such as additional links to other programs or chatbots. Keep your reader focused on the action you want them to take.
- Always follow Web Content Accessibility Guidelines (WCAG) to make your content as accessible as possible to audiences of all abilities.
- When including images and videos, make sure that they’re directly related or at least relevant to the CTA.
- Create a simple and clean design with thoughtful use of white space to draw attention to essential elements.
Mistake #2: Lack of Mobile Optimization
Not designing your landing page for mobile is a massive mistake. Mobile devices are quickly becoming the primary way prospective students visit your site, so the design and layout of your landing page needs to be easy to navigate for a mobile audience. If there are modules that you can’t fully see without having to scroll horizontally, then you have a problem.
You also have to make sure that the page layout, images, and videos all work seamlessly on mobile devices. Every second that it takes to load a page is an opportunity for your reader to get annoyed (or bored) and then decide to move on. Videos should be short and compressed so they’re fast to load, even over a cellular network.
Mistake #3: Ineffective CTA Usage
The CTA is the entire point of your landing page and should reflect the ONE THING you want your prospective students to do before they leave. While multiple CTAs can be useful, too many can be overwhelming. Try to keep to one CTA per content section and limit the number of different actions to two or three. Be clear about what you want page visitors to do.
You also want to have an element of your CTA above the fold. Even if the actual RFI itself is lower on the page, give your user a clear button they can click that takes them directly to the form so they can fill it out.
What’s Next?
If there’s anything you should take away from this guidance to improve your PPC landing pages, it’s that you want to remove exit opportunities. No chatbots, no social media links, no “view all programs” section. The one thing that all of your landing pages need to do is to have a visitor fill out and submit a form.
If you do need to provide additional information or context,include that information as directly and as simply as possible, without giving a reader the opportunity to navigate away from the landing page. The only clickable links you should offer are the ones that get them to provide you with their information.
If you’d like to learn more, such as which landing page designs might work best for your programs, you can always reach out to chat with us. At Vital, we specialize in higher education digital marketing and work with multiple universities and colleges. Our team uses real-world data and insights to develop and execute targeted campaigns and create content that drive results.
We’d love the opportunity to test your page to see what information is still missing and to track what your users are doing (and, more importantly, what they’re not doing). Contact us today to discuss how we can help you optimize your PPC strategy to engage more prospective students.
