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What Is Information Scent, And Why Does Your Landing Page Need It?

Today on The Calculate Minute: what is information scent, and why does your landing page need it?

Information scent is the set of cues that tells a prospect they’re on the right track after clicking your ad. If the landing page picks up that scent, it reinforces your message, keeps your promise, and helps to build trust. If it doesn’t, you’ve just made it very difficult for that prospect to take the next step in their admissions journey.

Here’s what it looks like. An ad promises affordability, and the landing page leads with tuition costs, scholarship information, and financial aid. So the prospect knows they’re in the right place. But if that same prospect lands on a page that never mentions cost, they’ll have to go looking for what you promised, and your campaign starts losing prospects it already paid to reach.

So match all of your landing pages to your ads. Whatever the ad promised, carry that key message into the landing page. Whether it’s affordability, community, or a spring start, deliver it right up front. And when they’re ready to take the next step, make sure the conversion form is right there.

Every click is a prospect showing interest in your school. So build the ad, the landing page, and the form as one experience. It’s more work, but it’s how you move prospects further into your admissions funnel.

Want landing pages that maintain proper information scent? Let’s talk.

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