Imagine this: A parent heard about your school through a friend talking about how his son was excelling in the football team and really loves the teachers. He goes home and search your school’s programs to learn more about what you have to offer. However, he never fills out an inquiry form because your web page failed to meet the expectations he had.
This is a common situation for schools. Branded searches drive a ton of website traffic to landing and interior pages. Ignoring this, schools often compromise their landing and interior page design to spend all their time, energy, and budget on their homepage.
Landing pages are the place that searchers, do in fact, land on. From a design perspective, landing pages are the main pages, other than your homepage, that you’d expect website visitors to land on from search, social, or your main navigation.
To ensure that your school is always putting its best face forward, we’ve cover the top important qualities that your school’s landing pages should have.
1- Landing pages need a consistent design.
Keeping consistency among the look of these is integral to your site look because it simplifies the user experience. You don’t want the look, feel, and navigation of your student life page to be completely different than your Admissions page.
Rather than approaching each page individually, you should follow these guidelines when designing your School Website:
2- There should always be a clearly defined “next step.”
When someone lands on any page on your school’s website, they expect to find calls-to-action that make their next step as easy as their first. Use clearly defined calls-to-action that direct to other lower-level interior pages to guide users down a path of conversion.
Calls-to-action are most effective when placed in the top-left hand corner of the page or at the bottom: Generally speaking, people read websites in an “F” shape from the upper left the lower right of a page.Use contrasting colors to visually separate different calls to action. Each page should have 2 or 3 calls to action that appeal to different website visitors. For example, while someone may be visiting your Admissions page, they might not be ready to apply. So offer other options, such as Schedule a Visit.
3- Each landing page should tell a story.
A landing page isn’t just a web page packed with the wordy content you didn’t want to put on your homepage. It’s another touch, another opportunity, another chance to engage and inspire your user.
Incorporate videos, photos, student testimonials, and other marketing collateral into a story.
Let us know your opinion and ideas below!