Anytime you use social media, email, banner ads to advertise
your schools programs you need a landing page. But many people don't understand
the true purpose of the landing page and why it is so important. In addition,
many don't understand what makes a landing page effective. These tips will show
you how to make your landing page effective.
In a nutshell, a landing page is an internet micro site that
is a single web page that simply states your offer. When someone clicks through
to a landing page they have shown that they are interested in learning more.
Opening an email (as an example) doesn't have much meaning. But clicking a link
is an action that they take on purpose. Something in the email/banner ad/social
media has peaked their interest. It's up to the micro site to capture that
interest and get them to act on it.
What are the most important elements of a landing page?
·
It must state your offer simply and directly.
·
Do NOT add links that allow them off of the
landing page without filling the form.
·
A consistent message between the email/banner
ad/social media and your Landing Page.
·
It should have no copy "below the
fold".
·
The call to action/variable fields are above the
fold.
·
No more than 5 mandatory fields to complete.
·
Keep it simple, not text heavy. State the offer,
give them a form to complete and be done with it.
·
Make it visually interesting but not visual
heavy.
Once they complete the variable fields and click
"submit" send them a thank you note immediately after their
submission and tell them information is on the way.
Remember, this is the ONLY way you will know who they are.
Keep it direct, to the point. This is not the place for a full sales pitch.
That's what your Admissions staff is for. This is for your prospect to tell you
who they are and how to get in touch with them.
So, what do most Universities do wrong? I've developed a
list of mistakes that are fatal in capturing the needed information.
·
NO OFFER! Everyone expects or needs some
incentive to buy. Going back to school is no different. It could be as simple
as a scholarship, day care, a free class to get things going, discounted
tuition. Anything that gets them past the time and cost involved in returning
to school.
·
Variable fields that go on, and on, and on, and
on, and on. 60% of all internet users who click through to a landing page will
abandon the page if there are more than 5 variable fields to fill out. FIVE!
·
More text than existed in the original message.
This is the place to make short, bulleted points that reinforce your offer.
Make the sale, but make it simple.
·
Multiple links that allow the visitor to click
away from the landing page without filling out the information. There can be
only ONE way to leave the Landing Page. Fill out the form and click
"Submit"
·
If I have to I will say it again. NO OFFER - no
one will complete the form!
The landing page is the one way for you to
capture your leads. The role of prospecting is to identify those who are
interested (clicking through does that) and capturing who they are (the Landing
Page). Most schools violate one or all of the above bulleted points. To be
successful, you need to adhere to the first set of recommendations. This isn't
rocket science, it's a study in psychology and motivation. If you give them the
proper motivation, they will do what you want them to do
