Tips for creating landing pages for advertising!

This article will share with you the techniques for building a landing page for improving academic qualifications .

In this issue, you will see: analysis of the main selling points of academic qualification improvement, basic portraits and focus points of industry populations, general logic and cases for building landing pages, and additional explanations on page design. (Full illustration at the end of the article)

1. User groups with improved academic qualifications

Business involved: academic qualification improvement, adult self-study examination

Selling points: short time to obtain certificate, low registration threshold, some subjects are exempted from examination, can be checked on China Higher Education Student Information and Career Center website, undergraduate degree from a prestigious university, fee discounts, etc.

Audience information:

Aged 18-35, with a relatively balanced gender ratio (45% males and 55% females); with relatively low education level (mainly high school education or below)

Demand scenarios: job hunting & promotion, civil service examination, household registration, studying abroad, etc.

Users are concerned about: How long does it take to get the certificate and is the academic qualification formal? How to take classes, how much is the tuition, and is the pass rate high?

2. General logic of the academic qualification improvement landing page

1. Header: Tell what can be achieved

①Show business selling points : throw out 1-3 core selling points, such as: high pass rate, fast to get certificate, can be checked on China Higher Education Student Information and Career Center, undergraduate degree from a prestigious university, etc.;

② Matching user needs : easy access to junior high and high school, free admission, high value, promotion and salary increase, direct access to famous companies, rapid promotion, etc.;

2. Fill out the form: stimulate interest and guide behavior

① Test form : test the way to improve academic qualifications, test how long it takes to get a bachelor's degree, test the cost of self-study exams, etc.;

② General form : obtain academic qualification improvement plan, obtain previous self-study examination questions, etc.;

③ Preferential forms : enjoy instant cash back upon registration, register to receive scholarships, tuition discounts, installment payments, etc.

3. Main body: explain how to achieve the needs and why choose "I"

① Specific example solutions : institutional service advantages, customized academic qualification improvement methods, and popular college/major recommendations;

② Establish trust with users : student feedback, word-of-mouth reviews, institution qualifications, and partner endorsements are used to increase user trust.

4. Click-through form & bottom-up conversion components: Take over content to enhance conversion

It can complement the above form, throw out another gimmick to attract students to study abroad or repeat and strengthen the call to action

3. Tips for writing copy for academic degree improvement landing page

1. Common writing methods for header image copy

① Selling point: even with low academic qualifications, you can still get a bachelor's degree from a prestigious university, get a certificate in one year, and it can be checked on the China Higher Education Student Information and Career Center website;

② Notice: 2019 adult education registration has begun, good news: #{region} university opens adult undergraduate enrollment

③ Pseudo-official: #{region} education examination publishing platform; #{region} academic qualification improvement center

Example:

Writing analysis:

Describe user groups, index selling points, and match user needs

Disguised as an official platform for academic advancement to increase trust

2. Form part

① Assessment : Test how long it will take you to get a bachelor’s degree and how much it will cost?

②Customized plan : customize your undergraduate study plan in 30 seconds

③Get materials : Get a full set of exam preparation materials for free, helping you get the certificate quickly without any basic knowledge

④Enjoy the discount immediately : Register now and enjoy a cash discount of XXX yuan/a scholarship of XXX yuan

Example:

Writing analysis:

Create questions, take advantage of the user’s desire to know the answer, and leave form clues.

·Get free exam preparation materials and real questions to help you get the certificate quickly without any basic knowledge

3. Main part

① Description of industry prospects: List the policies and high-paying jobs in the future, explain the benefits of improving academic qualifications in a scenario-based manner, and secondary arouse the user's pain point of urgently needing to improve academic qualifications.

② Comprehensive introduction of courses/businesses: For skills, you can highlight practical industry practices; for certifications, you can highlight the high pass rate; based on user needs, elaborate on the advantages of the institution’s services in detail to increase recognition.

③Successful case carousel: people + salary changes after graduation, etc.

④ Institutional qualification endorsement: Certificate of honor + teaching staff highlight strength, and popular colleges and universities are recommended for majors.

Example:

Writing analysis:

Cover all scenarios for academic advancement needs, meet user needs, and provide customized academic advancement plans.

·Selected 985/211 famous undergraduate colleges and easy-to-pass majors, so you can easily study with no basic knowledge.

4. Additional instructions for the design of the academic qualification improvement landing page

1. Overall color matching: Keep it consistent with the official website or logo. For academic education, blue + white or red + white is better. The page should be concise and elegant, which can enhance brand recognition and persuasiveness.

2. Fonts for pictures: The education industry is an industry that is open to both men and women. The best effect is achieved by using campus beauties + graduation certificates/learning scenes as the header image. The image in the middle of the page can match the text scene, and often uses campus colors, learning scenes, etc.

(Attached: Complete version with illustrations)

Author: Baidu Shenzhen Branch

Source: Baidu Shenzhen Branch