The VPM Blog

Converting your University Website Prospects into Leads

Posted by Chelsea Phillips on Feb 18, 2015 9:21:00 AM

Have you ever been in a store and an employee asks if they can assist you with anything? If so, you would probably answer, “Yes,” and proceed to give information on what you are interested in. Because of that person’s ability to help you, you were able to find what you were looking for which was probably most beneficial for you in the long run. Consider that an example of a landing page...Prospects_into_leads-1

A landing page is the final step of converting a visitor into a lead. Just as you would provide additional information to that employee in the store, a prospect may be converted into a lead based on entering information on a landing page. A good landing page has the ability to convert more than 20% of the visitors to leads.

How can you assure that your landing page is more than subpar? No worries, we have the key to your page’s success. There are a few landing page best practices for higher ed inbound marketing that we recommend you to follow:

  1. Matching: The content on the landing page and the wording on your call-to-action button should match as precisely as possible. If you were to ask the employee where socks were located, and he or she led you to the clothing department, we are positive that you would be unsatisfied that some further poking around was necessary to find what you came for.
  2. Build Trust: Your landing page should be well-written and professional. Poorly designed pages lead to a lower conversion rate. Likewise, if you enter a store and it is not clean and well organized, this lessens the chance of you actually purchasing something from this store, not to mention makes it harder for you to find what you came there for.
  3. Go Naked: The single function of a landing page is to get people to fill out your form. It is crucial to reduce the number of offers on the page including distracting navigation to other sections. For instance, if the employee was attempting to lead you to your desired purchase, but took a detour through electronics, cleaning supplies and the candy aisle, you would probably be so distracted from these interferences that you do not remember why you were in the store to begin with.
  4. Graphics Matter: Do not overdo the graphics on the page. They will be a distraction from the main goal. Do we have to continue explaining about the store analogy, or have we made it clear?
  5. Keep it simple: A landing page is not the time to explain additional information. If it is that pertinent, be sure to make a bulleted list instead. 

So, you’re probably asking yourself, “Is that all?” Absolutely not!

You need to assure that your landing page is short and concise, above the fold, simple, trustworthy and has an auto-responder that sends a confirmation email. In addition, social sharing buttons with links to Facebook, Twitter, Google+ and more can expand the reach of your offer.

Lastly, be sure to track your progress. In order to optimize your landing page for maximum results, it is important to measure the visitors, conversions and resulting conversion rate.

For more information on landing pages, click the link below.


How to Use Landing Pages [For Universities]  

photo credit: Growing Happiness via photopin (license)

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