Do I really need a landing page?
The short answer: yes.
Of course, if you’ve read any of my previous articles, you know I don’t exactly excel at short answers. Buckle in; this is going to be a #longread.
Landing pages are a key mechanism for converting your anonymous web visitors into prospective students. Without them, you’re seriously damaging your website conversion rate.
The appeal of a landing page is that it puts the opportunity for conversion — the web form — front and center for the user. Without a landing page, you’re likely relying on a web form to capture a user’s attention amongst a number of other information blocks. In other words, you’re burying the lede. (I’ll see myself out.)
Is that really a big deal? You bet it is. 55% of website visitors look at your content for 15 seconds or less. So if your inquiry form isn’t prominent, your audience isn’t likely to stick around long enough to find it.
You can see an example of this with Mercy College. Without a dedicated landing page, Mercy is placing their Request for Information (RFI) Form below the fold of the web page, or below the area of the web page immediately visible to visitors. Worse, it’s mixed in with competing prompts, like their PCAT program, their partnership with RaiseMe, and admissions requirements, among others. There’s simply too much competition for attention.
In the Mercy College example, the issue occurs because Mercy doesn’t have a dedicated Request Information Page. But that’s not the only instance where opportunities are left on the table. This also frequently happens when enrollment is run through an online program manager partner, or OPM.