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school marketing news

Why your landing page headlines need to be effective

Posted by Vanessa Klomp

Increase enrolmentsWe’ve all heard that if you want your blogs, emails or copy to be read you need to have a powerful headline that makes the reader take the next step. That is, read the content. The same rule applies to your website landing pages. So, how do you create a truly effective website landing page?

Every component of your landing page is there for one specific task. For a headline, its task is to ensure website visitors stay on the page. Nothing else.

According to HubSpot, 98 percent of website visitors never return. So, it’s really critical to create the perfect string of six to twelve words for your landing page headline. You want visitors to stay longer than a couple of seconds. And, this is becoming increasingly challenging for school marketers. You want visitors to stay long enough to become a lead and ultimately an enrolment.

So, don’t get distracted by trying to convince landing page visitors with promises, expressing your Value Proposition or including all the right SEO keywords. You’ll end up with a headline that is not focused and trying to do too many things and will ultimately fail. Certainly, these aspects are important, but your headline doesn’t have that many jobs to do! Only one.

When the headline is optimised for its particular job, you’ll have a clear, specific way forward to direct visitors to respond to your call to action and convert.

A clear headline brings the reader one step closer to conversion by drawing them in to read the content. It is the first thing a visitor will see when they land on your page so it should be simple and succinct.

Ensure the headline connects with the reader. If a prospective parent can’t relate to it, they won’t keep reading. The headline needs to be written in their language and direct to meet your prospect’s needs. Think like a prospective parent and keep their needs and wants in mind and expressed in a way that they will ‘hear’. Headlines should clearly convey the purpose of the landing page.

A concise powerful headline will also help give your landing page authority and credibility. A visitor only stays a few seconds on a page so there is only a very brief window of time for them to determine its purpose and value. With such limited time it is important to get your prospect’s attention and action words help determine the page’s purpose, for example, Register Today or Download Now.

Here at imageseven, we love using CoSchedule’s Headline Analyser. It’s a quick and simple way to check how effective your headline will be.

To ensure your headline is optimised, run an A/B test on it - if you would like to know more about A/B testing, read our series of blogs on the topic here. This will help you to determine the best option for your landing page headline – the one that will bring the most conversions.

I’ll say it again, your headline is a very powerful element on a landing page, but all the other elements are equally as important.

So, remember every landing page has one goal. All elements should point to that goal – the action you want your prospect to take.

Resources to help you optimise your landing pages

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This blog was written by Vanessa Klomp

Vanessa has in-depth knowledge of the education industry having worked in high school, home-schooling, international language and post-graduate fields of education, making her a natural fit to undertake the marketing communications of a number of imageseven’s education, not-for-profit and professional services clients. Vanessa enjoys travelling, running, sharing time with friends and family, and simply being outdoors.

 

Topics: Lead generation, Education, Inbound marketing, imageseven, Communication, Marcom, School marketing strategy, School marketing, School