In this article, I explain how to do a stunning EdTech Landing Page Design. What are the essential features and what tools and techniques can be used to build a highly converting landing page?
EdTech, as per its name, is about combining Education with Technology. EdTech is a fast-growing industry. As per Yahoo Finance EdTech is growing at a combined annual growth rate of 17.79%. Further, it is expected to register an incremental growth of $133.05 Billion between 2021 and 2026.
The Covid crisis gave the industry a strong push forward. Even traditional, offline institutes turned online when they had to shut down their regular classes. Also, during the pandemic when the world shut down, people around the world were tempted to share their knowledge and expertise. Many regular people were bitten by the entrepreneurial bug and they went on to launch their own courses.
EdTech Landing pages, like any other landing page, are primarily meant for conversion. The primary focus is to convert any traffic to sign up to become customers. EdTech businesses use various techniques to drive conversion. The definition of conversion may vary depending on the goals of the business. It can be meant to get the visitors signed up for a free Webinar or a Masterclass, to collect leads and during that masterclass, they pitch their courses. Or it can be focused on getting them signed up for a lead magnet, like a free eBook or any other info product, and collecting their contact information as leads. At other times, they may try to sell the course directly through the landing page. In such cases, the purpose is to get the visitors enrolled in the course and pay the fee through a payment gateway.
Irrespective of what type of conversion the landing page is meant to bring, the basic features are rather similar. In this article, we will briefly cover each of the vital components of an EdTech landing page design. I hope that after reading this article you can feel confident to create your landing page for your course or your institute.
You can use various platforms to build your landing page. In this era, you do not need the knowledge of coding to design and develop your landing pages. I am a huge promoter of the no-code movement. I firmly believe that the time and effort spent in coding a website or landing page should rather be used in its marketing.
You can design your edtech Landing Page on any of the page builders like WordPress+ Elementor, WIX, Webflow, ClickFunnels, or Unbounce. Whatever platform you use, make sure to incorporate essential Landing Page features like the Hero Section, Heading, CTA Buttons, Benefits and Features, and Testimonials.
You can choose to design the page from scratch, or you can build your website on one of the many EdTech website templates available in the market. You can choose from my favorite collection of Themes and Templates for an EdTech Website. At the end of this Article, I also show some of the best Landing page designs for EdTech businesses. You can take inspiration from those and create your own Landing Page.
A Powerful heading is the first thing that gets your visitors hooked to your page. Your heading should be something that creates curiosity in the minds of your visitors and they should be tempted to stay further on the page. It is also a good practice to have a question on your landing page, something like “Looking to double your revenue?” or “Looking to learn the right skills for your career?”. When the visitor subconsciously says “Yes” upon opening your page, it increases the likelihood of them following through with your conversion process.
You can also write the main benefit of your course or the main value proposition that you are trying to sell. Remember that your heading should reflect the main reason why someone should buy your product or enroll in your course. Make the heading compelling so that it’s hard for your visiting prospects to ignore it and move on. But at the same time try not to make it look spammy. The right balance is the key.
The hero section is the main image or video above the fold which the visitors notice as soon as they land on your page. It is a very powerful medium to create a positive impression on a subconscious level. A picture is worth a thousand words. A picture or video has the power to influence the beholders’ emotions. An attractive and communicative image can virtually hypnotize a visitor.
Many designers use the image of happy and motivated students discussing their lessons. This subconsciously drives the visitors to be with them or be like them. They can also use a face with an intriguing smile that again generates curiosity in the minds of the visitor about what they want to say. This makes them want to stay longer on the page and read further.
The Call to Action (CTA) is arguably the single most important part of your landing page. It drives the very purpose of the page, i.e. to get conversations. Yet surprisingly many web designers do not include the CTA button on their landing page or their website’s home page. This mistake defeats the whole purpose of the landing page.
In short, the Call to Action reflects what action you expect the visiting prospects to take so that they may convert. Something like “Get in Touch Now”, “Register Now”/ “Enroll Now” or “Book a Meeting” on an eye-catching button. This increases the chances of the prospect clicking on it and you converting the lead. Without CTA, there can be no conversion and thus there is no point in designing your landing page.
In the best designs, the CTA button should be above the fold, i.e., it should be the first thing that someone notices on your website before scrolling any further. Apart from the top, the CTA button should appear after every major section of your page. The CTA button should appear every time you have given your readers a strong enough reason to convert from your page’s copywriting.
The benefits of your course, or what will your prospects gain upon enrolling for it is another important part of your landing page. The main features Remember more than the features, you should focus on the benefits first, and then the features later. It’s important to keep in mind that any buyer makes the buying decision emotionally within seconds, and then takes time to justify their decision rationally. Emotions first, rationalization second.
Social proof is really important when trying to build trust among strangers. When a visitor reads positive feedback from your past customers, it builds that instant trust on one hand. On the other hand, hearing about other success stories makes your prospects themselves crave for being like them. Most marketers add a section for testimonials on the website or the landing page. If you are using WordPress, there are plugins that can embed reviews from other platforms into your website. Many successful EdTech businesses have ‘Reviews’ as the main section on their landing page., right after the hero section.
Creating a successful and highly converting landing page comes with practice. No one knows what design will fit perfectly with the course or the offer that you are trying to sell and the prospects that you are targeting. You have to keep trying with multiple designs until you hit the sweet spot and then double down on what works.
In the end, I am compiling some of the EdTech landing pages that are my favorite, and from which you might want to take inspiration for your own design.