Effective landing pages attract and convert potential families as well as help to fill important admissions events throughout the academic year. This comprehensive guide aims to shed light on four types of landing pages that international schools can leverage to increase enrolment, and one that schools should avoid.
What is a Landing Page?
A landing page is a standalone web page distinct from your main website that has been designed for a single focused objective. This objective is known as a Call to Action (CTA). It’s the action that you want the visitor to take on the landing page. Landing pages are often the first point of contact for prospective students and their families. Hence, it is crucial to make a positive and lasting impression.
Landing pages play a vital role at every stage of the admissions funnel, from raising awareness to generating interest, and ultimately to driving enrolment. Each page should be designed with a specific stage of the funnel in mind to effectively guide visitors towards the desired action.
1. Inquiry Landing Pages
Inquiry pages are one of the most crucial areas of a school website. They provide an opportunity for prospective families to express their interest and request more information. An effectively designed inquiry page should:
- Highlight your unique value proposition
- Showcase your differentiators
- Include a clear and compelling CTA
The inquiry form should be easily accessible and simple to fill out. Offering additional resources, such as downloadable brochures or virtual tours, can also enhance the user experience.
2. Event Landing Pages
Event landing pages are designed to promote upcoming school events such as open days, webinars, and information sessions. Key elements of an event landing page include:
- The name and date of the event
- A short description of what attendees can expect
- A registration form
- The event agenda
3. Content Download Pages
Content download pages offer valuable resources like prospectuses, brochures, or school fee PDFs in exchange for contact information. These pages are effective for capturing leads at the top of the funnel. Key elements of a content download page include:
- A display image of the content on offer
- A brief description of the content
- A simple form to capture contact information
4. Thank-You Pages
Thank-you pages are displayed after a visitor has completed a desired action, such as filling out an inquiry form or registering for an event. They serve as an opportunity to further engage with the visitor and set clear expectations for what happens next.
Avoid Using Your School’s Website Homepage
When running ads, it is important to send the target audience to a landing page that aligns closely with the messaging of the ad. Often, school’s send their audience to the homepage of the website. While this may provide a quick overview of your school, the homepage is often unsuitable as a landing page for many reasons:
- No form above the fold
- No event specific information
- Increased chance that the visitor will leave before taking the desired action
Measuring Success
Use analytics tools to measure the success of your landing pages. Key metrics to track include:
- Bounce Rate: The percentage of visitors who leave your site after viewing only one page.
- Conversion Rate: The percentage of visitors who complete the desired action.
- Time on Page: The amount of time visitors spend on your page.
Regularly Review and Update Your Landing Pages
Keep your landing pages fresh and relevant by regularly reviewing and updating them. This will help you stay on top of changing trends and preferences among your target audience.
Remember, your landing pages are part of a larger user journey. Each page should be designed to guide visitors towards the next step in the admissions process, ultimately leading to enrolment.
Landing pages are a powerful tool for international schools to increase enrolment. By understanding the different types of landing pages and how to design them effectively, you can create a seamless and engaging user journey that drives conversions.