Today, every genuine educational institution, online course provider, and other educational services organization has a strong online presence. For most, this manifests in a well-designed website that provides quick information about the programs and institutions to potential learners.
But, considering almost every other institution or provider has a great website, having one is barely enough to encourage conversion and boost your enrollment rates.
To raise their chances of attracting, engaging, and converting potential students, educational institutions and e-learning platforms have been leveraging various online tools. One of the most effective tools for this purpose is education landing pages.
In this article, we will explore the key features of the education landing page and share three great examples. But first:
What is an education landing page?
An education landing page is a standalone web page designed with a singular focus – to convert visitors into leads or customers. This page is typically the destination of a paid advertisement, email campaign, social media post, or any other form of digital marketing.
This Great Learning landing page is an excellent example of an education landing page.
While other pages on a website typically have multiple purposes, an educational landing page has a clear and specific goal. For instance, in the Great Learning example above, you can tell the institution wants visitors to enroll in the Data Science and Machine Learning program.
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6 common features of an effective education landing page
Creating an effective education landing page involves incorporating several key features that work together to engage visitors and help sell online courses. Here are the essential elements to consider:
1. Clear and compelling headline
Your headline is the first thing visitors see when they land on your page. That means it must be clear and compelling to encourage visitors to engage with the rest of the page.
First, ensure it immediately communicates the value of your educational offering by highlighting the outcome potential learners can expect.
Next, grab the visitor’s attention by using action-oriented words that speak directly to your visitor’s needs or desires and encourage them to take action immediately. This Trinity Law School landing page headline does this perfectly.
Besides that, keep your headline specific and relevant to your landing page’s content. You can easily tell what the Trinity Law School landing page example above is about from a quick glance at the headline.
In addition, incorporate keywords that are relevant to your educational offering. Doing this will enable your landing page to rank higher in search engine results, increasing the page’s visibility to potential students.
2. Engaging visuals
Ever seen how happy readers get when they find a book with images? Well, the same goes for landing pages with visual elements like images, graphics, and videos.
Statistics show that putting a video next to a landing page form can increase the form’s conversions by 80-150%.
This makes engaging visuals one of the most important landing page components.
To ensure your visuals add value, use high-quality original visuals. For instance, use videos or images of real students, instructors, or classrooms, similar to what Jessup University does in its hero section.
Besides that, include images that evoke positive emotions to create a stronger connection with visitors. For instance, showing happy students around campus will make prospective students feel more optimistic and confident about enrolling.
Ensure your visuals align with the rest of your visual identity, from the color schemes to your logo. This consistency will create a cohesive look that enhances user experience.
3. Concise and persuasive copy
Potential learners will not engage with your landing page if they have to wade through long paragraphs or dense text. So, keep your landing page copy brief but persuasive.
Use simple, straightforward language to convey your message. Additionally, use bullets, short sentences, and subheadings to break up the text and make your content more digestible, as LSE does in the example below.
To create persuasive copy, focus on the outcomes or benefits of your educational offering rather than its features. For instance, explain how your course or program can solve a problem or its impact on learners.
Also, use words like “achieve,” “excel,” and “transform” that motivate and inspire action.
4. Strong call to action (CTA)
A strong CTA is crucial for converting your landing page visitors into leads or customers. Your CTA should be prominently displayed and stand out in a contrasting or bold color for easy visibility.
It should also clearly instruct the visitor on what action to take next. Use action-oriented language like “Enroll Now,” “Apply Now,” or “Download Brochure,” which encourages your visitors to take your desired action. This AECC example does this perfectly.
To avoid confusing visitors, stick to a single CTA, which you should strategically place throughout your landing page.
5. Testimonials and social proof
Incorporating testimonials and social proof on your landing page helps build credibility and trust.
Include a testimonials section on your page highlighting positive experiences and success stories from current or past students. This will help reassure potential students of the quality of your educational offering.
To ensure authenticity, include the individuals’ image, name, and current credentials next to their quoted words. Video testimonials have an even more personal feel since the alumni share their experiences on camera. Here’s a great example.
Additionally, provide quantitative evidence of the program’s effectiveness by sharing learners’ outcomes, such as employment rates, post-graduation, or student satisfaction scores.
6. Mobile responsiveness
With around 96.3% of global users accessing the Internet via mobile phones, ensuring your landing page is mobile responsive is crucial.
A responsive design will ensure the page layout adapts seamlessly across different screen sizes and devices, the images resize, and the text adjusts automatically for better readability. The mobile version can also have collapsible menus to avoid overcrowding.
Ensure that all forms and CTAs are easily interactable using touch for a smooth user experience.
3 Inspiring Examples of Education Landing Pages
Let’s look at three great examples of effective education landing pages to help you visualize how these features come together:
1. GetResponse Academy
The GetResponse Academy offers various short courses that nurture the learners’ online marketing skills. The goal is to turn them into educate them in specific areas, and the visitors know this from detailed course descriptions.
You’ll also notice that despite the amount of information we’ve included on our page, it still feels quite light and looks clean. This is thanks to our ample white spaces, concise copy, and well-structured content sections.
For individual courses, we have also added information on the course author, difficulty level, category, number of enrolled students, and ratings. This aids prospective students in deciding whether the course is right for them.
We’ve also used a single CTA, “Enroll,” which is strategically placed and easily visible. Finally, we maintained our brand color palettes and design style throughout the page for a consistent brand experience.
2. Harvard Business School Online
Harvard Business School Online (HBS Online) offers a variety of online courses designed to provide a transformative online education experience. Their business analytics course landing page is a prime example of a well-executed education landing page.
The first thing you notice when you land on the page is the video about the course, which apart from informing visitors about the course’s value is also a great way to engage them. It entices them to explore more details about the course.
The ‘key concepts’ section included does a great job showing the impact the course will have on learners. It is also strategically placed next to their ‘who will benefit section’, which is backed by authentic alumni testimonials.
Amidst the ever-growing competition in the education industry, it’s essential to stand out. To ensure this, HBS Online includes a section highlighting how their course differs from others.
You will also notice they stick to their visual identity, from the colors to the font, which you can also see in their “Enroll Now” CTA buttons.
3. Udemy
Udemy, a leading online learning platform, is known for its extensive course catalog and user-friendly interface. Its course landing pages are a masterclass in effective design and marketing aimed at converting visitors into students.
The first thing you’ll notice from the example below is that the Udemy landing page design has a course preview video above the fold. It also includes the main CTA “Add to Cart”. Both are a great way to get potential learners’ attention as soon as they land on the page.
The mention of the number of learners and course scores based on previous learners’ reviews in the hero section are also great additions. They easily reassure potential learners of the course’s value.
Besides that, this Udemy example also includes a section in the description to highlight what sets them apart from other courses, which is a great way to earn potential learners’ trust.
You will also notice that they use lots of icons and bullet points throughout the page to break down what would otherwise be too many text blocks.
Borrow a page or two from these best online learning platforms and create an exceptional educational landing page.
Conclusion
A great education landing page is an asset if you are looking to grow your enrollment rates. As we’ve discussed, there are features your educational landing page must have to successfully achieve this.
They include a clear and compelling headline, a strong CTA, brief and persuasive copy, engaging visuals, social proof, and mobile responsiveness.
Are you looking to create a great dedicated landing page? GetResponse offers a library of templates where you can easily find a great education landing page template to use.