What is a landing page you wonder? Well, the official definition of a landing page is, “the section of a website accessed by clicking a hyperlink on another web page, typically the website's home page.” That's the general description of an internet landing page, but for marketing purposes, a landing page is one with a specific, targeted goal. The purpose of a landing page is to guide your web visitors toward the next step of the buyer's journey. Simply put, they help you convert visitors into leads and, eventually, leads into customers and promoters.
How does one go about building one of these pages? Glad you asked. Study up on the three tips below. They'll help you build your landing page to perfection in order to convert more leads!
1) Establish Your Target Audience
The first thing to do when creating landing pages for universities is to consider your target audience. You will want to do as much research as possible on your buyer personas. As we've covered in the past, a buyer persona is a virtual representation of your ideal customer, considering things such as: age, likes and dislikes, what information they are seeking, what their problem is, and how you can help them overcome challenges to solving these problems. For universities, your target audience will often be students, prospective students, faculty and alumni. Once you have developed a strong target audience based on your buyer personas, you are then ready to move on to the next step in the process of creating a landing page for a university.
2) Developing an Image and Copy
The next step in creating landing pages for universities is to use the information you gathered about your target audience to guide you in choosing appropriate headlines, images and copy for the page.
Based on your target audience, what image do you think would best resonate with them? You want to have an appealing image but make sure that isn't too big or too small. The image is not meant to take over the landing page or to take away from the written content. Instead, it is there to add visual detail so that the audience remains engaged.
Copy is obviously one of the most important steps in the process. When creating copy, you will need to bear in mind things we discussed prior, like what information the buyer is seeking and how you can help. Tailor your content to what you believe the buyer is seeking and make sure your content seeks to fulfill their needs and provides them with answers. Be sure they understand the benefits of moving forward and downloading your e-book, whitepaper or signing up for your newsletter!
3) Create a Call-to-Action
Your call to action may very well be the most important aspect of your landing page. The call-to-action is most commonly in the form of a button that commits someone to taking the next step in the buyer journey. You will want to be sure that your call-to-action button is appealing. Use contrasting colors so that the button stands out. Ideally, your landing page will naturally flow into your call to action button, and it will be a given to click on the button and move forward. Since it doesn’t always happen that easily though, you want to spend a lot of time considering how to set it up. Things like color, where you want to locate it on the page and what you want it to say are all important factors in creating the call-to-action button.
Once you have completed these three steps, you should have an awesome and effective landing page! The next step would be to closely monitor its success. Use your analytics tools to help you measure the success of your landing page. By following the steps provided, you will help convert your visitors into leads, customers and promoters. Isn't that great? Find out how landing pages (among other practices) helped Verge Pipe Media grow Auburn University's Harbert College of Business by downloading the FREE case study below.