You don’t need a full site redesign to make your enrollment marketing perform better—you just need to fix the pages that actually drive conversions.
Landing pages are where higher-ed marketing succeeds or stalls. They’re where awareness turns into action, and where great campaigns either convert students or lose them to the back button.
The good news? With a few key changes, your landing pages can start working harder—this week.
Step 1
🎯 Clarify one audience, one action
The biggest reason higher-ed landing pages underperform is simple: too many goals.
Each page should exist for one audience (e.g., adult learners in your top ZIPs, high school seniors interested in technical programs) and one action (start application, schedule a call, download a guide).
Ask yourself:
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Who is this page really for?
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What single step do we want them to take next?
Then strip away anything that doesn’t support that action.
📈 SEO bonus: Clarity improves dwell time and reduces bounce rate —both strong user signals for Google.
Step 2
💬 Lead with what they’ll gain—not what you offer
Too many higher ed pages start with institutional pride (“Founded in 1962…”) instead of personal relevance (“Graduate in 12 months and start earning faster”).
Your hero area should deliver three things within the first 3 seconds:
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A hook (the outcome they want)
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Proof (a stat, ranking, or graduate success)
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A call to action (specific and easy)
Example:
“Finish your credential faster. 92% of grads employed within 6 months. See class times near you.”
💡 Keep it student-centered. Google’s Helpful Content algorithm now favors pages that answer the user’s intent, not pages that talk about themselves.
Step 3
⚙️ Make speed your secret advantage
Pretty pages don’t convert if they load like molasses.
Your page should load in under 2.5 seconds on mobile—or you’re losing prospective students before they even read the first line.
Quick wins:
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Compress images (use WebP format)
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Use a CDN (content delivery network)
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Lazy-load non-critical assets
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Test your page on PageSpeed Insights
🚀 SEO bonus: Page speed is a confirmed ranking factor for both desktop and mobile searches.
Step 4
🧭 Remove navigation clutter
If your landing page has full site navigation at the top, you’re leaking conversions.
Landing pages should act like one-way doors—the only way out should be through your call to action.
Remove: top nav menus, footer links, social icons, or anything else that sends users away.
Keep: your logo (linked to the home page), headline, proof, benefits, and form.
🎓 Think of it as “applying hallway design”—one clear path that leads straight to the goal.
Step 5
🧱 Simplify your forms
In higher ed, long forms kill conversion.
If your inquiry form looks like a FAFSA, you’ve already lost them.
Ask only for what you need to start a relationship:
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First name
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Email or phone
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ZIP code
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Program of interest
Then move the rest (address, graduation date, etc.) to step two after the initial form submit.
📊 Shorter forms can lift conversion rates 25–40%—especially on mobile.
Step 6
🔍 Use social proof—the right way
You don’t need long alumni testimonials. You need fast, credible proof that feels real.
Try this format:
“I started my job within 3 months of graduation.” – Marcus, HVAC Tech ’23
Pair it with a program logo, employer name, or outcome stat. The mix of human + data proof builds trust faster than a wall of text.
💬 And yes, Google notices—embedded quotes with structured data (schema) can enhance visibility in search snippets.
Step 7
📞 Fix your CTA copy
“Learn more” is the most expensive phrase in higher-ed marketing.
Swap it for something action-specific that signals value:
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“See class times in your ZIP”
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“Get your 3-step start plan”
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“Find out how fast you can finish”
A/B test two CTAs each month and keep the winner. Over time, small gains in click-through add up to major lift in inquiries.
Step 8
📈 Track what matters
If your analytics dashboard only shows traffic, you’re missing the point.
Track:
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CTR (click-through rate) from ads or emails to landing pages
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CVR (conversion rate) on the page (goal ≥ 8%)
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Form starts and completions separately
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Page load times and mobile drop-offs
Integrate Google Analytics 4 with your CRM so you can connect page performance to actual enrollments.
🧠 Final Thought
You don’t need a total rebrand to get better results. You need clarity, simplicity, and the right page experience that moves people from interest to intent.
Your landing page isn’t just part of the funnel—it is the funnel.
If your enrollment marketing feels stuck, start here. Fix the pages that sell your programs, not just the pages that tell your story.
Because when clarity meets performance, Creative works.
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