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school marketing news

Your 5 tips to create effective landing page copy

Posted by Melinda Webster

Landing page copyLanding page copy has an important job to do: convert. You want to engage and inform prospective parents, but ultimately you want to impress them enough to enrol their child in your school, or enquire for further information at the least. Copy is your most powerful tool to achieve this. Here are our five top tips for writing great landing page copy that converts:

  1. Keep things simple
    Can you sum up the value or motto of your school in a single sentence? Use this notion as a starting point or theme for your landing page copy. Aim to engage prospective parents, but your copy also needs to be simple enough to be clearly understood. To avoid sounding like a sales pitch, use conversational language that your school community can relate to and avoid fanciful words. When proofing your content, get rid of any words that don’t need to be there. Here’s an example:

    • John Smith College strives to instil a true passion for academic excellence, advocates the advancement of learning spaces and encourages new heights of potential within every student.

      This sounds fancy, yes. But remember, most parents will be skimming your landing page. They don’t want to have to re-read or decipher anything. This headline is too long, contains too many prepositions and uses unnecessary word choices.

    • John Smith College strives to instil a passion for learning within every student.

      It’s succinct and simple for your reader/prospective parent to process. The easier you make their reading (scanning) journey, the more likely they’ll continue absorbing your information, long enough to be guided to your call-to-action (CTA).
  1. Who’s headlining?
    When attending a music concert, people are eager to see the main act. So don’t make your prospective parents wade through surplus material to find what they’re looking for. Engage them from the get-go using simple yet effectively worded headlines. A headline analysis tool is useful to assess the quality of your headline and rate its potential to be shared socially, increase web traffic and SEO value. 
  1. Let your current school community showcase your value
    Instead of writing a paragraph of copy explaining how great your school is, let your students or current school community do it for you. Feature a student testimonial that showcases the benefits of your school. What features of your school are special to this student, and what positive effect has it had on them? This will have greater impact on a prospective parent by conveying first-hand how your school achieves results and generates trust through personal experience. Someone else’s endorsement of your school can be much more valuable than your own.
  1. Put your copy to the test
    A/B testing – comparing two versions of your landing page against each other to determine which one performs better – can give you a good indication of the effectiveness of your copy, and improve your landing page conversion rate. It’s useful to A/B test your copy and review the results of your landing page regularly. Tweak your headlines and CTA copy to see if different words garner better results. Often, substituting a single word can make a big difference to conversion rates.
  1. De-clutter your page
    A clear and interesting headline, a simple sub-headline, a student testimonial conveying the benefits of your school and an identifiable CTA is a winning formula. Make your path to conversion an easy one, and guide your prospective parent there. Keep the design clean and avoid too many images. If possible, present these steps above the fold so no navigation is required to access your CTA. Keep paragraphs short, copy concise and use bullet points.

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This blog was written by Melinda Webster

As Account Manager at imageseven, Melinda is committed to the unique journey of every client to bring their ideas, hopes and value to fruition. Originally from Sydney, her newest passion is exploring the beauty of the West Coast.

 

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