Time is a precious commodity for people. Anytime you can save someone time, you are doing them a favor. Parents are busy. They do not have time to sift through your website, looking for content related to their child. Please help them by personalizing their experience.
Does your school district have well-developed landing pages for your programs? Do you have content geared toward niche groups in your community?
In this article, I quickly explain how to build an impactful landing page to convert families into students in your district. I encourage you to steal this idea. Personalize experiences with landing pages.
What is a Landing Page
A landing page is a unique webpage or a niche audience. Wikipedia describes a landing page as a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement.
In his book The One Week Marketing Plan, Mark Satterfield says the purpose of the web page is to ensure that visitors feel they have come to the right place regarding their specific needs. In essence, a page that gets directly to the point of why they were searching.
In our school district, we have created many landing pages or hubs to promote our programs and give a clear picture to parents as they investigate what we have to offer for their individual needs.
An Example of a Pre-Kindergarten Landing Page
Inspired from ideas in the book Marketing Made Simple by bestselling author Donald Miller, I developed a mock-up of an informative pre-kindergarten landing page for our parents interested in early childhood education.
The image below is a visual representation of the page:
The landing page I developed had nine sections to help parents make an informed decision, as well as Call to Action buttons placed throughout. Donald Miller developed the landing page sections. His theories on customer acquisition were my guide in building the website.
The goal of content is to help your audience solve their pain points. Give them useful information that will solve their problems and, in turn, build trust with you and your audience. A landing page is an excellent placeholder of your valuable content for programs in your school district.
Note: My pre-kindergarten website was inspired from the book Marketing Made Simple by Donald Miller.