As an educator, your school may have a website but struggle to generate leads. This is where the landing page comes into play.

A landing page is a single web page created with a specific goal. It is the key to achieving that goal and converting visitors into leads.

For a school website, a landing page serves as a focused entry point, highlighting essential details about the institution, academic programs, admissions, and upcoming events. The design of the school landing page needs to focus on goals and nothing else.

When designed and executed with key elements, landing pages can be powerful tools for schools, helping attract, engage, and convert prospective students.

So, are you wondering how to design a landing page for your school website? In this post, we’ll review the elements to design an effective landing page. We’ll also provide some tips on how to make your page stand out from the competition.

  • Engaging Visuals
  • Concise and Relevant Copy
  • User-Friendly Design
  • Showcasing Academic Programs
  • Emphasizing School Values and Culture
  • Incorporating Trust-Building Elements
  • Integration of Multimedia and Interactive Elements
  • A/B Testing for Landing Page Elements
  • Optimizing for Search Engines (SEO)
  • Call-to-Action (CTA) Placement and Messaging

Let’s explore each.

1. Engaging Visuals

Engaging Visuals

In higher education, if you’re looking to capture the attention of your visitors, you need to position graphics and images strategically.

While arrows are common for directing people, subtler approaches can be equally effective. If incorporating photos, consider arranging elements in a way that naturally directs focus toward buttons or essential text.

The goal is to design the page in a manner that intuitively guides visitors’ eyes and mouse interactions, optimizing the user experience without relying solely on overt visual cues like arrows.

School landing page images must resonate and convey feelings to your key stakeholders. It must exemplify the feelings of your visitors once they arrive at your landing page.

For example, a school landing page can feature a heartwarming moment between a teacher and student, conveying a supportive and nurturing learning environment.

2. Concise and Relevant Copy

An overloaded landing page with excessive information can be overwhelming for the reader. Finding a solution that trims down essential details to a minimum is important, ensuring the content is brief, concise, and straight to the point.

Here are some tips for creating content that engages:

  • Use short paragraphs with headings and subheadings
  • Work on a personalized message
  • Use the FOMO approach to engage visitors
  • Use video content or explainer videos
  • Showcase student success stories
  • Include calls-to-action (CTAs)

Protip: An excellent web copy is expressive, personal, and persuasive. Let your content breathe. You don’t need unnecessary icons or images.

3. User-Friendly Design

Maintaining visual simplicity and a user-friendly higher education web design is important because it improves visitor focus and helps to showcase the value proposition.

The first is ensuring your page is visually appealing and easy to navigate. With more and more people browsing the web on their phones, ensure your page is responsive and mobile-friendly.

Here are some tips to design school website landing pages:

  • Intuitive Navigation: Simplify menu structure for easy exploration and quick information retrieval.
  • Mobile Responsiveness: Optimize design to ensure seamless user experience across various devices.
  • Clear CTAs: Use compelling buttons guiding visitors towards desired actions effectively.
  • Consistent Branding: Maintain uniform visuals and messaging for cohesive brand representation.
  • Whitespace Utilization: Allow visual breathing room, enhancing readability and overall aesthetic appeal.
  • Fast Loading Times: Optimize page speed to prevent user frustration and encourage engagement.

A user-friendly design for a school landing page enhances accessibility, promotes engagement, and ensures prospective students and parents can easily find and navigate essential information.

4. Showcasing Academic Programs

Showcasing Academic Programs

Showcasing academic programs on a school landing page is essential as it informs prospective students about available opportunities, aligning their expectations. This transparency builds trust and helps in making informed decisions.

It significantly impacts enrollment by attracting individuals interested in the school’s offerings, contributing to a more qualified applicant pool.

By effectively communicating the unique aspects of each program, the landing page becomes a compelling tool for promoting the school’s academic programs and distinguishing it from competitors.

5. Emphasizing School Values and Culture

As an educational institution, you must emphasize providing a glimpse into school values and culture on a landing page, building a sense of belonging and resonance for potential students and parents.

The landing page must effectively communicate the ethos by incorporating vibrant visuals, testimonials, and clear mission statements. This approach distinguishes the school and helps attract individuals aligned with its principles, creating a community with common values.

The impact extends to a positive perception of the school, influencing enrollment decisions. Prospective students are more likely to choose an institution whose values align with theirs.

6. Incorporating Trust-Building Elements

Online trust symbols enhance credibility and confidence for website visitors, playing a key role in the initial impressions of your school’s landing page.

Visitors quickly assess the site’s credibility, making landing pages an ideal platform to instill trust in your brand and offerings.

Here’s how you can improve trust-building via the school landing page:

  • Use symbols or logos that represent credible affiliation
  • Including a testimonial from existing students, alums, or faculty
  • Develop your brand and keep your message consistent
  • Make the contact form stand out

Remember that trust is vital in converting visitors into enrollments and ensuring they feel confident in taking the desired action on your landing page.

7. Integration of Multimedia and Interactive Elements

Multimedia is a powerful tool that grabs attention, conveys information, and evokes actions. Multimedia is any type of media that incorporates multiple forms of content, such as text, images, audio, and video.

Integrating multimedia elements on a school landing page enhances communication by providing a dynamic and impactful presentation.

Utilizing videos to showcase campus life, animations to highlight academic features or interactive elements for engagement creates a lively and memorable experience.

Interactive elements capture visitors’ attention, increasing the likelihood of them taking desired actions, such as exploring programs or submitting applications.

Multimedia on a school landing page transforms static information into a vibrant narrative, offering a more compelling and immersive glimpse and encouraging prospective students to connect with the institution.

8. A/B Testing for Landing Page Elements

A/B Testing for Landing Page Elements

A/B testing is a simple concept that involves creating two different landing page versions and testing which performs better.

To conduct A/B testing, you can craft a variation with a single different element, like the headline or CTA button. Visitors view one version and, after running an A/B test for a significant duration, determine the more effective landing page.

But what elements of a school landing page can you test? Here’s what you need to know.

  • Headlines and Copy

Test different headlines and text to identify language that resonates best with your audience and effectively communicates the school’s unique value.

  • Images and Videos

A/B tests various visual elements to determine which images or videos capture attention and effectively convey the desired message.

  • Call to Action (CTA) Buttons

Experiment with CTA button text, color, and placement to discover the combination that encourages the highest click-through rate and conversions.

  • Opt-in Forms

Test different form lengths, fields, and layouts to optimize the user experience and maximize the number of visitors willing to provide their information.

  • Social Proof

A/B tests the presentation of testimonials, reviews, or other forms of social proof to showcase positive experiences and build trust.

A/B testing is one of the most accurate, data-backed methods to ensure your landing page is best optimized for conversions. By adopting these split testing options for your school landing page, you can increase visitor traction and stay ahead of your game.

9. Optimizing for Search Engines (SEO)

Well-optimized landing pages, aligned with SEO best practices, attract more relevant traffic. This occurs as search engines comprehend your page’s intent, elevating its ranking.

Improved visibility ensures visitors easily locate your page when needed, enhancing their experience and boosting conversions. SEO-optimized higher education pages also contribute to a higher page quality rating, leading to AdWords campaigns.

The 5 main steps to optimize school website landing pages for SEO:

  1. Keyword analysis
  2. Landing page optimization
  3. Link building (earning backlinks)
  4. Page speed and mobile friendliness
  5. Result analysis and adaptation

Ensuring your landing page is optimized for search engines, such as Google, ensures that your target audience reaches the page, increasing the conversion rates.

10. Call-to-Action (CTA) Placement and Messaging

On your school’s landing page, have just one clear thing you want people to do, like Apply Now or Enroll Today. Put call-to-action buttons where everyone can see, using a different color to catch attention.

Make it super easy for visitors to do the next thing, whether filling out a form, getting info, or going to the application page. A landing page like this tells everyone that your school is good and cares about students, making them want to learn more.

Follow these call-to-action best practices for school website landing pages:

  • Clear and Direct Language: Use straightforward phrases like “Apply Now” to guide visitors with clarity and prompt immediate action.
  • Strategic Placement: Position the call-to-action prominently on the page, ensuring visibility without overshadowing other essential information.
  • Contrasting Colors: Employ vibrant, contrasting colors for the call-to-action button, making it stand out. For example, a bright “Enroll Today” button on a neutral background.
  • Mobile Optimization: Ensure the call-to-action is easily accessible and functional on mobile devices, enhancing user experience across different platforms.

Craft compelling and persuasive copy around the Higher Ed call-to-action, emphasizing benefits. Ensure everything on the landing page is geared toward that one action (defined goal).

Final Words

As a school, you understand the importance of an effective online presence to reach students and build your brand. Key takeaways from the blog:

  • Start by prioritizing clear navigation and mobile responsiveness to enhance accessibility.
  • Utilize compelling visuals, concise headlines, and strategic calls to action.
  • Incorporate multimedia elements like videos and images to create a dynamic user experience.
  • A/B tests elements, from headlines to CTA buttons, to optimize for maximum impact. 
  • Integrating SEO best practices ensures visibility among your target demographic.

Now that you know how to design a landing page for your school website, you can engage prospective students and parents. By combining these strategies, you create a landing page that attracts and converts, driving enrollment for your school.