Landing pages are a technology that’s here to stay, so if we want to reach more users, we need to learn how to use them effectively.
What Is a Landing Page?
A landing page is a lead generation tool or a means of reaching more customers. The content on the landing page appeals to a particular search query or may be linked to a targeted online advertisement. Rather than just linking to a home page, the link takes users to the specific information they were looking for, helping them with content and so building relationships. This content then has a call to action, relating to the content, and acting like a part of your sales funnel. The call to action may be a form to collect emails, a link to a contact page, or a link to a sales page that is a logical extension of the landing page.
Site Conversions in Landing Pages
A landing page improves site conversions by providing a targeted niche with which to appeal to more users, more specifically, and in many different occurrences.
An effective conversion result requires attracting and then engaging users. In this respect, landing page optimization aims to attract more conversion results through:
- Effective search optimized content; and
- A design which engages and converts users.
Search optimized content helps whether pages are marketed as advertising or organic. Search optimized terms for advertising will increase exposure, click through, and conversion. Organic search reach is obviously driven by content.
Once a user has landed on your page, the conversion process (achieving your desired action) will depend on how well the page is designed.
So, what is landing pages optimization all about?
Landing pages optimization aims to ensure your landing pages result in user interaction and these interactions follow through with conversion, that is, achieving the desired action, whether this is a sign-up, a sale, or a click through to another site.
Keyword and Niche Targeting
Getting short form landing pages to rank is primarily keyword targeting. Target a niche part of your businesses – for example, break down your services into multiple areas, and target keywords that have good potential, (for example, low competition high search volume words) to reach a niche market.
Target keywords that relate directly to the type of customers looking for your services. Make sure your content matches keywords in a search and user-friendly way.
Clean and Attractive Design
- Ensure the flow of the landing page is logical and appealing.
- Make imagery stand out by using imagery that is both appealing, and targeted, ensure images are tagged for search.
- Make calls to action (CTA) stand out – use eye-catching, friendly, and inviting buttons or forms.
- Create effective headlines that are attractive and tweak interest. We’ve all heard about the fact a page has not more than 30 seconds to capture a user’s attention. Headlines and subtitles are the first things a user will read.
Make Sure Your Content is Appealing
Decide what content to include for your desired effect. Do you need social media, or logos? Are there video links that will help? Or, is the content just simple text and CTA?
Write effective copy – make sure your copy reads well and provides concise, friendly, and informative descriptions.
Be helpful with information about the topic; this will build your relationship and make your site a go-to source. Customers will be much more inclined to follow through with a call to action.
Use lots of paragraphs and subheadings to make content more readable.
The key to landing page optimization is to decide what you need to achieve, research key terms, and then provide compelling content to appeal to your market, sounds easy right? Of course, it’s not as easy as it sounds, but this explanation and tips should help get you started.