Clarity & Focus
Every page needs one primary objective (e.g., inquiry, download). Eliminate all distractions like site navigation to create a single, focused conversion path.
Compelling Copy
Focus on student benefits and outcomes, not just course features. Ensure your message matches the ad they clicked. Use strong, action-oriented headlines.
Persuasive CTA
Your Call-to-Action must be visually prominent. Use action-oriented text like "Download Your Prospectus" and place it above the fold.
Engaging Visuals
Use authentic, high-quality photos and videos of your campus, facilities, and students. A strong "hero shot" helps users visualize themselves there.
Social Proof
Build trust with student testimonials, alumni success stories, university rankings, and accreditations. Show that others have succeeded with you.
Mobile-First Design
Your page must be flawless on mobile, where most students begin their research. Fast loading speeds are non-negotiable.
Campaign Strategy Comparison
Tailor your landing page to match the user's position in the recruitment funnel. A page designed for brand awareness looks very different from one designed to generate immediate leads.
| Metric | Conversion (Leads) | Consideration (Engagement) | Connect (Awareness) |
|---|---|---|---|
| Primary Goal | Form Fills, Downloads | Course Clicks, Engagement | Brand Building, Video Views |
| Design Focus | Minimalist, form-focused | Informative, content-rich | Story-driven, visually immersive |
| Copy Style | Direct, urgent, clear value | Detailed, educational, comparative | Narrative, emotional, value-led |
| CTA Example | "Book Your Open Day" | "Explore Our Courses" | "Watch Our Story" |
| Form Length | As short as possible (e.g., Name, Email) | Medium (e.g., add Course of Interest) | None, or a simple email signup |
Page Speed & Core Web Vitals
Page speed is critical for Google Ads' "Landing Page Experience" score. A better score means a lower Cost Per Click (CPC). Focus on Google's Core Web Vitals to improve performance.
Largest Contentful Paint (LCP)
Measures loading performance.
< 2.5s
Optimize your hero image!
Interaction to Next Paint (INP)
Measures interactivity.
< 200ms
Defer non-critical JavaScript.
Cumulative Layout Shift (CLS)
Measures visual stability.
< 0.1
Specify dimensions for images.
Trust & Compliance
Beyond speed, a technically excellent page builds trust and meets legal requirements—essential for public sector bodies like universities.
Post-Conversion Strategy
Use your "Thank You" page to confirm the action and guide leads to the next step, like a virtual tour or student blog. Don't waste this high-intent moment.
Accessibility (A11y)
Ensure your page is usable by people with disabilities. Use alt text for images, proper heading structures, and sufficient color contrast. This is often a legal requirement.
Privacy & GDPR
Be transparent about data collection. Include a compliant cookie banner, link to your privacy policy, and use explicit consent language on all forms.
Useful Tools & Resources
A curated list of tools to help you analyze, optimize, and improve your landing pages.
Google PageSpeed Insights
Analyze your page's performance and get specific recommendations for Core Web Vitals.
TinyPNG / TinyJPG
Smart lossy compression for your images to dramatically reduce file sizes.
Squoosh
An advanced, in-browser image compressor to convert to next-gen formats like WebP.
Hotjar
Use heatmaps and session recordings to understand how users *really* interact with your page.
Google Analytics 4
Set up event tracking for micro-conversions to get a full picture of user engagement.
UK Public Sector Accessibility Regulations
The official guidance on accessibility requirements for public bodies.
Sources & Further Reading
- Google Ads Help Center: "About Quality Score"
- web.dev by Google: "Core Web Vitals" & "Interaction to Next Paint (INP)"
- Information Commissioner's Office (ICO): "Guide to the General Data Protection Regulation (GDPR)"
- Nielsen Norman Group: "Landing Pages: The Good, The Bad, and The Ugly"
- Unbounce Blog: "The Ultimate Guide to Landing Page Optimization"
- GOV.UK: "Understanding accessibility requirements for public sector bodies"