The 10 winners.

The landing pages actually worth stealing from.

Winner #1: capella.edu

capella.edu/lp/bachelors

Online Education landing page example from capella.edu
  1. 1

    What works

    Form with three dropdowns at the top

    The form has dropdowns for program and level in steps 1 and 2. A visitor picks from a list.

  2. 2

    What works

    Red band with a time and a price

    The band says ‘19 months and under $19,000’. A footnote explains the figure is based on the fastest students.

  3. 3

    What gets in the way

    Program list shows no cost or length

    The list shows program names only. A visitor who just saw a price in the band has to click to see it again.

  4. 4

    What gets in the way

    Accreditation line is below the program list

    Trust proof comes after a long list. A visitor who doubts the school finds it only after scrolling.

  5. 5

    What works

    Transfer credit has its own block

    The block shows transfer credit of up to 75%. Adults with earlier credits see the answer early.

What to try

Put cost and time under the form

Say ‘19 months and under $19,000’ next to the form button, so the visitor sees the price when they decide.

See the original page

Winner #2: phoenix.edu

phoenix.edu/info/earn-more.html

Online Education landing page example from phoenix.edu
  1. 1

    What works

    Headline with two numbers

    The headline says ‘100+ online programs aligned to 300+ real-world careers’. It shows scale in one line.

  2. 2

    What works

    Bullets remove the usual entry hurdles

    The list says ‘No essay, no SAT, ACT, GMAT or GRE needed.’ A hesitant adult sees the barrier is low.

  3. 3

    What works

    Survey result with both numbers

    The page shows a Harris Poll result of 98% against 88%. A buyer sees two numbers to compare.

  4. 4

    What gets in the way

    Form starts below the headline block

    The form has the line ‘explore ways to save on your education.’ It is lower than the headline, so the first screen has no field.

  5. 5

    What works

    Each doubt gets a question and an answer

    The page asks ‘Not sure you can afford it?’ and answers it. Cost, time and fit each get a short block.

What to try

Add a source line under the employer number

Show who surveyed the employers and in which year, so the 98% figure is easy to trust.

See the original page

Winner #3: explore.gcu.edu

explore.gcu.edu/online-degree-programs/general

Online Education landing page example from explore.gcu.edu
  1. 1

    What works

    Discount in the top bar

    The top bar says ‘32% off tuition’. A visitor sees a price cut before reading the page.

  2. 2

    What works

    Form lists what happens after submit

    The form shows the steps that follow. A visitor knows what the next call or email will be.

  3. 3

    What works

    One line removes two worries

    The line says ‘No Application Fee | Most Online Classes Starting Weekly’. It covers cost and start date.

  4. 4

    What gets in the way

    Headline is generic

    ‘Earn Your Degree Online With GCU’ fits any online school. A visitor learns nothing about a program or price from it.

  5. 5

    What works

    Student quote with hard facts

    The block has a student quote and facts such as accreditation since 1968 and 340,300 alumni.

What to try

Put the discount in the headline

The 32% figure is strong. Move it from the top bar into the headline, where visitors read first.

See the original page

Winner #4: onlinedegrees.purdue.edu

onlinedegrees.purdue.edu/purdue-global

Online Education landing page example from onlinedegrees.purdue.edu
  1. 1

    What works

    Form offers a program guide

    The form says ‘Complete this form to receive the Purdue Global Program Guide.’ The visitor knows what they get.

  2. 2

    What works

    Headline in capitals

    The headline says ‘COME BACK MORE PREPARED THAN EVER.’ It speaks to adults who left school.

  3. 3

    What works

    Three ticks answer the first questions

    The ticks list 100% Online, No Application Fee and 175+ Programs. Each takes one line.

  4. 4

    What works

    Three cards with credit and a trial

    The cards show credit up to 75% and a 3-week no-cost trial. Each card has one idea.

  5. 5

    What gets in the way

    Trial billing sits in small print

    The cost after the trial is in small type below the cards. A careful visitor has to hunt for it.

What to try

Give the trial its own card

Show how the trial works and what it costs afterward in a card the same size as the others.

See the original page

Winner #5: chamberlain.edu

chamberlain.edu/lp/rn-to-bsn

Online Education landing page example from chamberlain.edu
  1. 1

    What gets in the way

    Header menu links lead away from the form

    The menu lists links such as ‘Master's’ and ‘DNP’. A visitor can leave before reaching the form.

  2. 2

    What works

    Form starts with a yes or no question

    The first field asks ‘Are you a registered nurse?’ A visitor who is not a nurse leaves early, and a nurse sees the page is for them.

  3. 3

    What works

    Headline with program and format

    The headline says ‘100% ONLINE RN TO BSN COURSEWORK’. A nurse sees the degree and the format at once.

  4. 4

    What works

    Time and price in one line

    The line says ‘Complete in as few as 10 months for $14,082*’. A footnote lists 15 credits and 35% savings.

  5. 5

    What works

    Closing band with the saving and a button

    The band says ‘Save up to 35%* on Your RN to BSN’ and has an Apply Now button.

What to try

Remove the menu links above the form

Keep one link for the phone number. Every other link is a way out.

See the original page

Winner #6: ohio.edu

ohio.edu/learn-more/info/brand-national

Online Education landing page example from ohio.edu
  1. 1

    What works

    Form with a phone number beside it

    The form says ‘Or call 800-730-2753’. A visitor who prefers a call has a number.

  2. 2

    What gets in the way

    Long consent paragraph under the button

    A block of legal text is right under the submit button. It adds reading at the moment of action.

  3. 3

    What works

    Headline with the program type

    The headline says ‘ONLINE GRADUATE PROGRAMS’. A visitor sees at once that the page is for them.

  4. 4

    What works

    Three short claims in one band

    The band lists GRE/GMAT not required, Affordable and Nationally Ranked. Each claim covers one worry.

  5. 5

    What works

    Scholarship with who can claim it

    The block lists a scholarship up to 15% for alumni and corporate partners. A buyer sees if they qualify.

What to try

Shorten the consent text

Keep one sentence under the button and link the full text. The button then stays the clear next step.

See the original page

Winner #7: worldcampus.psu.edu

worldcampus.psu.edu/penn-state-online-nationally-recognized-institution

Online Education landing page example from worldcampus.psu.edu
  1. 1

    What works

    Hero shows the number of programs

    The hero says ‘Penn State Online 200+ Degrees and Certificates’. It shows the range in one line.

  2. 2

    What works

    Short form in three steps

    The form shows ‘1 of 3’ and four fields. A visitor sees a short first step.

  3. 3

    What works

    Diploma line removes a common doubt

    The line says ‘Your diploma will be identical to one earned by a resident Penn State student’.

  4. 4

    What gets in the way

    Vague line before the form

    The line says ‘Take the next step’. It does not say what the step is or what comes after it.

  5. 5

    What works

    Ranking badge from a known source

    The badge shows ‘BEST ONLINE PROGRAMS’ from U.S. News. A buyer sees proof from a third party.

What to try

Say what the next step is

Replace the vague line with what the visitor gets after step 1, such as a call or a guide.

See the original page

Winner #8: devry.edu

devry.edu/get-started/core.html

Online Education landing page example from devry.edu
  1. 1

    What works

    Start date and phone in the header

    The header says ‘Classes start on October 26, 2026’ with the number 866.933.8795. A visitor sees urgency and a way to call.

  2. 2

    What works

    Yellow form in three steps

    The form is yellow and stands out from the page. It is the first thing a visitor sees on the right.

  3. 3

    What gets in the way

    Headline is a category name

    The headline is a category label for the school's programs. It does not say what a visitor gains.

  4. 4

    What works

    Program cards sorted by field

    Each card shows a field of study. A visitor finds their field without scrolling a long list.

  5. 5

    What works

    Success stories with real names

    The stories show named graduates such as Ebony Henderson. A buyer sees people who finished.

What to try

Turn the headline into a result

Say what a graduate does after the degree. Keep the category name in a smaller line.

See the original page

Winner #9: explore.ace.edu

explore.ace.edu/areas-of-study/education

Online Education landing page example from explore.ace.edu
  1. 1

    What works

    Find Your Program form in two steps

    The form shows ‘Step 1 of 2’ and asks for a program first. A visitor starts with a choice.

  2. 2

    What gets in the way

    Headline is generic

    ‘Education Programs’ fits every school. It does not say who the page is for or what it costs.

  3. 3

    What works

    Blue bar with the price ceiling

    The bar says ‘Most master's under $10K, doctoral under $25K’. A buyer sees a price range before the first scroll.

  4. 4

    What works

    One program row open with its price

    The open row shows ‘Total Program Cost: $9,109’ and ‘Completion Time: 10-15 months’. Cost and time are on the page.

  5. 5

    What gets in the way

    Other rows are closed

    A visitor has to open each row with a plus to see its cost. Most rows show no price until clicked.

What to try

Open every row by default

Show cost and time in each row. Visitors compare programs without clicking.

See the original page

Winner #10: wgu.edu

wgu.edu/lp/general/lead/supportive-flexible.html

Online Education landing page example from wgu.edu
  1. 1

    What works

    Headline in the first person

    The headline says ‘I can earn a degree sooner than I thought’. It reads like a thought the visitor has.

  2. 2

    What gets in the way

    Apply button, no form on the first screen

    The first screen has an APPLY FREE button. A small request link is in the header, so a visitor not ready to apply has little to click.

  3. 3

    What works

    A basic question answered at once

    The page asks ‘What is competency-based education?’ and answers it in a few lines.

  4. 4

    What works

    Price comparison in one line

    The line says ‘Undergraduate degrees at about half the cost’. A buyer sees the saving.

  5. 5

    What works

    Flat-rate tuition table with real prices

    The table lists tuition from $3,760 to $5,325 for undergraduate and $4,125 to $4,995 for graduate programs.

What to try

Move the tuition table up

The real prices are the strongest proof. Put them nearer the headline, where visitors read first.

See the original page

What the 10 winners do.

  1. A form on the first screen

    6 of 10

  2. A price or saving on the first screen

    5 of 10

  3. Proof from a third party

    4 of 10

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: start.amu.apus.edu

start.amu.apus.edu/military-degrees/overview

Online Education landing page example from start.amu.apus.edu

The search: military online degree

Sponsored start.amu.apus.edu

American Military University | Earn a Degree Online With AMU

  1. 1

    What it gets wrong

    Merger notice sits above the headline

    A notice about the school's merger fills the top of the page. The visitor reads it before the offer.

  2. 2

    What makes it work

    Headline aimed at a military student

    The headline says ‘MOVE FROM SERVICE TO STUDY’. It matches the visitor who searched for a military degree.

  3. 3

    What makes it work

    Form asks about military service

    The form asks ‘Are you affiliated with the U.S. Military?’ The answer shapes the price they see next.

  4. 4

    What makes it work

    Yellow band lists five zeros

    The band shows $250 per credit hour for military students, $0 ebooks, $0 technology fee and 0 entrance exams.

  5. 5

    What it gets wrong

    No-cost promise is in small type at the bottom

    The ad said ‘Apply Online Today at No Cost’. The page says ‘There is no cost to apply’ in small type at the very end.

What to try

Repeat the no-cost promise near the form

Put ‘There is no cost to apply’ beside the button, so it matches the ad.

See the original page

Wildcard #2: onlineexeced.mccombs.utexas.edu

onlineexeced.mccombs.utexas.edu/uta-artificial-intelligence-machine-learning

Online Education landing page example from onlineexeced.mccombs.utexas.edu

The search: ai certificate program

Sponsored onlineexeced.mccombs.utexas.edu

AI Certificate from UT Austin - UT Austin Postgraduate Program

  1. 1

    What it gets wrong

    Headline lists topics, with no word certificate

    The visitor searched for an AI certificate. The headline lists subjects and does not say certificate.

  2. 2

    What it gets wrong

    Two buttons with different jobs

    The buttons say ‘DOWNLOAD BROCHURE’ and ‘GET SYLLABUS’. A visitor must choose between them before knowing the difference.

  3. 3

    What makes it work

    Deadline with a real date

    The line says ‘Applications Close : 15th Oct 2026’. A visitor sees a reason to act now.

  4. 4

    What makes it work

    Sample certificate with an honest label

    The image shows a certificate marked ‘Image for illustration only’. A visitor sees what they would earn.

  5. 5

    What makes it work

    Ranking tiles with source and year

    The tiles show #6, #6, #1 and #6, each with a source and a year.

What to try

Put the word certificate in the headline

The ad says ‘AI Certificate’. Use the same two words in the page headline.

See the original page

Wildcard #3: hello.gse.rutgers.edu

hello.gse.rutgers.edu/teachscience_G?scg-ads=

Online Education landing page example from hello.gse.rutgers.edu

The search: nj teaching certification science

Sponsored hello.gse.rutgers.edu

24-Credit NJ Teacher Path - Affordable Path to Teaching

  1. 1

    What makes it work

    Headline matches the search

    The headline says ‘Your Path to Teaching Science Starts Here’. It matches a visitor who searched for teaching certification in science.

  2. 2

    What it gets wrong

    CE is not spelled out

    The line says ‘Earn your CE with just two science courses!’ A visitor may not know that CE means certificate of eligibility.

  3. 3

    What makes it work

    Three numbers in one row

    The stats show #1, 6 credits and 17,500+. Each number is short and easy to scan.

  4. 4

    What it gets wrong

    Ad says 24 credits, page shows it far down

    The ad said ‘24-Credit’. The page lists ‘24 credits’ in a bullet far below the form.

  5. 5

    What makes it work

    Partner and credit count

    The block shows the American Museum of Natural History as a partner and says up to 15 credits.

What to try

Put 24 credits in the headline

Use the 24 credits from the ad in the headline, so the visitor sees the same number.

See the original page

The copy bank.

Headlines

  • “I can earn a degree sooner than I thought”

    wgu.edu

  • “100% ONLINE RN TO BSN COURSEWORK”

    chamberlain.edu

  • “ONLINE GRADUATE PROGRAMS”

    ohio.edu

Offers

Removing doubts

Next steps

3 pages that waste the click.

  1. mba program

    Full site menu around the sign-up link

    A visitor who searched for an MBA program sees many menus and a small sign-up link. The text below is long, and the offer starts far down.

    • Many menusTwo rows of menu links lead away from the page.
    • Small sign-upThe only way to ask for details is a small link.
    • Long introSeveral lines of text come before any proof or number.

  2. ms in finance

    Menus and three buttons, no form

    A visitor who searched for an MS in finance sees a menu bar, a sub-menu and three buttons. There is no form on the first screen.

    • Three buttonsApply, Attend an Event and Request Information compete for one click.
    • Sub-menuA second menu bar is under the headline.
    • ParagraphsLong paragraphs come before any number.

  3. dual enrollment

    News headline above the form

    A visitor who searched for dual enrollment reads a news headline and paragraphs. The form comes after them.

    • News toneThe headline reads like an announcement.
    • Form far downThe form starts after three paragraphs.
    • Many menusA menu bar and a search bar lead away.

What we learned.

  1. Show the price early

    Capella prints ‘19 months and under $19,000’ in a red band. ACE shows most master's under $10K in a blue bar.

  2. Remove the usual doubts

    Phoenix says no essay and no test scores are needed. Penn State says the diploma is identical to the resident one.

  3. Keep the form short

    Penn State shows ‘1 of 3’ with four fields. ACE shows ‘Step 1 of 2’ and asks for a program first.

The bottom line

The online course pages here that win show a price or a saving early and keep the form in view. The losers send paid clicks to menus, news text and paragraphs.

Postclick is live

Now do that to your own course page

Paste the URL your own ads point at. Postclick reads it the way we read these 40 pages, shows what is costing you sign-ups and leads and draws new versions to look at. Your first audit and two design directions are free.

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