What Should My Online Academic Landing Page Include?

Online Academic Program Landing Page

The main landing page for an academic program webpage should include keyword-rich content that can be found on search. Think about what your target audience and “searchers” are looking for. A sample page can be found here.

The landing page should include:

• The name of the degree
• The benefits of being in the degree program (ie. experiential learning opps, faculty expertise, skills developed, highlighted courses)
• The strengths of the dept/college offering the degree
• The outcomes of the degree (ie. specific career opportunities, grad school prep, etc.)
• Different tracks (descriptive) of the degree (if applicable)
• Any information required due to state or federal regulations
• The program contact

Page Layout

*word count: 500-600 words

1. Title/H1
   1. Should be degree name and include “online”
2. Photo
   1. Static photo – use a photo that a prospective student can place themselves in that is also relevant to the program/degree: “I can see myself here or I can see myself doing this.”
   2. 900 x 400 px
   3. Template
3. CTA/Button(s)
   1. Request Information
   2. Apply
   3. Degree and Course Details
4. Sub-heading/H2
   1. Descriptive, keyword-rich sentence that shares a benefit of the degree/program, the word online and the name of program/degree – not necessarily the exact name of the degree. Think like a student or someone searching for this program.
   2. Ex: The collaborative online human sciences and nursing bachelor's degree offers students a flexible, interdisciplinary and unmatched learning experience.
5. 3-4 paragraphs that list the key benefits of the degree program
   1. Paragraphs should not be too long or dense
   2. Include the degree name
   3. Include the strengths of the dept/college offering the degree
   4. Include callouts such as bullet points, bold text and H3 sub-headings (where appropriate) so that content is easily scannable.
   5. H3 examples:
      1. Flexible and customizable online Hospitality and Retail master's degree that fits your schedule
      2. Earn a bachelor's degree that is designed for professional adults seeking to make an impact on young children and families
6. Sub-heading/H3
   1. Descriptive, keyword-rich statement describing a degree outcome
      1. Ex. Our flexible Nutrition Degree prepares you for careers in a wide range of health-related professions.
7. 2-3 paragraphs that list the key outcomes of the degree program
   1. Paragraphs should not be too long or dense
   2. Include the degree name
   3. Include callouts such as bullet points and bold text (where appropriate) so that content is easily scannable.
8. Sub-heading/H3
   1. Descriptive, keyword-rich statement describing degree tracks (if applicable)
      1. Ex. Choose Your Own Specialty in Our Retail Management Degree
9. 2-3 paragraphs that list the key outcomes of the degree program
   1. Paragraphs should not be too long or dense
   2. Include the degree name
   3. Include callouts such as bullet points and bold text (where appropriate) so that content is easily scannable.
10. Contact Section
    1. H3: Request more information about the XYZ degree
    2. CTA/Button: Request Info
    3. Should direct to a form
    4. Program contact name, email and/or phone number

How Can Our Office Help?

The Office of Communications and Marketing will work with academic programs to build keyword lists and content based on information provided by the department through our discovery form. 

After the form is filled out, someone from our office will reach out set up a discovery meeting.

Information Required From Departments

The discovery form will ask for information that will help guide content development and keyword identification. We will ask for information such as:

• Target Audience

• Goals

• How will content and updates be maintained after page/site is launched?

• Strengths/Benefits of the degree

• Length to degree completion/hours

• Expected outcomes/career paths/grad school options

• Student opportunities and experiences in the degree program

• Information required to disclose due to state or federal regulations

• Terms or phrases we should avoid using?

• What words would you use to describe your unit/program?