Landing pages are the most misunderstood component of digital marketing. Whether you’re driving traffic through paid ads, email campaigns, or organic searches, a well-crafted landing page acts as the bridge between user interest and measurable action. But not all landing pages are effective. Poor design, technical inefficiencies, weak messaging, or lack of relevance can increase bounce rates, reduce visibility, lower conversions, drive up advertising costs (CPC), lower Ad Rank, and even prevent ads from being displayed altogether – hurting overall campaign performance.
In the second of our three part series, we’ll explore the critical dos and don’ts of creating landing pages that deliver results. You’ll learn actionable tips – backed by data and industry examples – to help you transform your landing pages into conversion powerhouses. From clear headlines to mobile optimization, every element plays a role in capturing your audience’s attention and driving them toward your goal.
Dos: What to Include on a Landing Page
Creating an effective landing page starts with understanding the elements that drive success. Here are the critical “dos” to keep in mind:
Clear and Compelling Headlines
Your headline is the first thing visitors see, so make it attention-grabbing and value-driven. Example: “Advance Your Career With Our Online MBA Program.”
Consistent Formatting & Readability
Ensure a clear visual hierarchy by using consistent headings, fonts, and spacing. Landing pages should guide the visitor’s eye naturally from the headline to the CTA without unnecessary distractions. Avoid using too many different fonts or inconsistent styling, which can make the page feel unstructured.
A well-designed page uses one primary heading style for section titles and a secondary font for supporting content to maintain clarity, as well as a clearly identifiable header and footer that align with institutional brand assets.
Concise and Relevant Content
Avoid overwhelming users with too much text. Highlight benefits, outcomes, and next steps in an easy-to-scan format using bullet points or short paragraphs.
- Ideal Content Lengths for Landing Pages:
- Headlines: 6-12 words (Keep it concise, impactful, and benefit-driven).
- Subheadings: 10-20 words (Summarize key points).
- Body Text: 50-150 words per section (Break content into short, scannable paragraphs).
- Call-to-Action (CTA): 2-5 words (e.g., “Apply Now,” “Request Info”).
- Example:
- Instead of: “Our online MBA program is designed for professionals looking to advance their careers by gaining leadership skills, strategic knowledge, and networking opportunities.”
- Use: “Advance your career with our flexible, fully online MBA program – designed for working professionals.”
Strong Call-to-Action (CTA)
Make CTAs bold, prominent, and action-oriented. Use clear directives like “Request Information” or “Apply Now” and place them strategically throughout the page – “right place, right time.” Here are some best practices for CTA placement:
- Above the Fold:
- The primary CTA should be immediately visible when the page loads.
- Ensures users don’t have to scroll to take action.
- Best for lead generation forms, sign-ups, and high-intent users.
- Repeated CTAs (Top + Bottom):
- Place a CTA at the top and another at the bottom of the page.
- Helps capture users who scroll and need more information before converting.
- Best for longer landing pages with detailed content.
- Sticky/Static CTA (Mobile & Desktop):
- A floating CTA button remains visible while the user scrolls.
- Ensures CTA access at all times without disrupting readability.
- Best for mobile users and high-scroll pages.
- Jump Links to CTA Forms:
- Instead of repeating a form, use “Jump to Form” buttons throughout the page.
- Keeps the design clean while allowing users to convert at any point.
- Best for pages with multiple sections or deeper content.
Visual Appeal
High-quality images or videos help engage visitors. For higher education, include campus shots, student testimonials, or program highlights to create an emotional connection.
Mobile Optimization
With most users on mobile, ensure your landing page is responsive, fast-loading, and seamless across all devices. Think about content hierarchy, CTAs, and overall prominence of key content and prompts through a mobile-first lens.
Social Proof
Build trust with student testimonials, alumni stories, or endorsements from reputable sources, such as industry partners.
By incorporating these elements, you’ll create a landing page that not only attracts visitors but also compels them to take meaningful action.
Next, we’ll explore the common pitfalls to avoid.
Don’ts: Mistakes to Avoid on a Landing Page
Even with the best intentions, certain landing page mistakes can hurt performance. Avoid these common pitfalls:
Cluttered Layouts
Overloading your landing page with too much information or visuals can overwhelm visitors and distract from the main goal. Keep the design clean and simple, using plenty of white space to guide attention.
Promoting Multiple Programs on One Landing Page
Trying to market multiple programs on a single landing page can create confusion and lower engagement. When users click on an ad expecting information about one specific program but land on a generalized page with multiple options, they may struggle to find relevant details, increasing bounce rates and lowering Quality Scores.
Create dedicated landing pages for each program to ensure clear messaging, better relevance, and a stronger user experience. For example, instead of a single “Explore Our Business Degrees” page covering MBA, accounting, and marketing, create separate landing pages for each program with tailored messaging, CTAs, and content. If listing multiple programs is necessary, use dynamic content blocks to highlight the most relevant option based on the user’s ad source.
Generic or Misaligned Content
If your content doesn’t match user intent or ad messaging, visitors will leave quickly, increasing bounce rates. Ensure your headline, subheadings, and body content align with your ad’s keywords and promises.
Weak CTAs
A vague or poorly placed CTA can confuse visitors and lower conversions. Use strong, clear, action-oriented CTAs like “Request Information” or “Start Your Application” and position them prominently.
Slow Load Times
A slow page frustrates users and causes them to abandon the page. Optimize images, minimize scripts, and use tools like Google’s PageSpeed Insights to improve performance.
Unoptimized Mobile Experience
A poor mobile design can alienate prospective students who browse on their phones and other devices. Use responsive design and test across multiple devices to ensure a seamless experience.
Too Many Links or Distractions
Extra navigation, several multimedia elements, or outbound links to unrelated pages can divert users from your primary goal. Keep the focus on conversions – limit navigation and remove unnecessary links.
By avoiding these common pitfalls, your landing page will stay focused, high-performing, and effective in driving prospective student engagement.
In our final article, we’ll examine real-world examples of effective and successful landing pages, as well as long-term optimizations to ensure continued success:
Taking the First Step
At VisionPoint Marketing, we specialize in helping higher education institutions craft high-performing landing pages that drive engagement, inquiries, and, ultimately, enrollment. If you’re ready to transform your landing pages into powerful conversion tools that drive success for your campaigns, contact us today to get started, and don’t forget to download our landing page best practices!
