SEO Tips and Techniques for Landing Page Optimization
What is a landing page?
A landing page is a page for a specific audience which has one main conversion goal. It is super important that your landing page is well designed. This will help guide visitors into your sales funnel and result in serious conversion rate optimization.
To get you started creating awesome landing pages that work, we’ve compiled a list of our top tips.
Know your landing page conversion goals
Make sure you know the exact action you want your website visitors to take when they arrive on your website. By making sure you know your conversion goal you can focus on building your landing page around it.
Our go-to conversion goals for awesome landing page results are…
Sign up: Getting the visitor to sign up on your website, and have them on your email list.
Make a purchase: Buying your product or paying for your service.
Call or schedule an appointment with you.
Remember when building your landing page your overall aim is to get as many visitors to make conversions as possible. It is highly recommended to keep your call to action between 5-6 words.
This means you probably don’t have enough landing pages…
Why are we suggesting you have 20+ landing pages!?
To start with, more landing pages mean more conversion opportunities. By having landing pages which are targeted at different user personas. And a wider range of offers specific to them, they’re more likely to convert.
SEO benefits: Having a greater number of landing pages, means Google will be indexing more of them in the search. This will positively impact your website prior to users landing on your website. Which is great and can lead to more lead generation.
Times when you should be using a landing page…
Paid traffic and events
When you are sending paid traffic to your site. We don’t advise sending paid traffic to a generic webpage on your site. The landing page should match the ad you used to get the traffic. The landing page should be conversion focused and specific to the ad.
For an event. Create a landing page with all the necessary information about the event. But only have one possible action on this page; booking a ticket to said event.
Launching products or services
Have a landing page specific to the new product or service that will be available. Page action should be; sign up to be an early bird or pre-sales for (new product or service!)
Alternate user engagement levels
Some of your site visitors may have had an hour-long phone call with you. Or may have been recommended to visit your site by a friend (who already got great value out of your products). Whilst others may have just happened upon your page and seen your offer. These people will have different needs in terms of information before converting. Build dedicated landing pages to send people coming from different engagement levels. Some will need higher quantities of information. Others can be sent immediately to the call to action.
Types of landing pages
Each landing page should only have one conversion goal. Whether that is an email sign-up page, purchasing a product or service page or a coming soon page. We have inserted examples of each type of landing page below.
Write awesome copy
All three landing page options are much more effective with copy that has been written in a thoughtful manner. Make sure it is succinct and relevant to your visitors.
Headline: Write an attention-grabbing headline. That your audience will see as soon as they reach your landing page.
Description: Keep your body text simple, informative, and straight to the point. Keep your audience informed if you want people to sign up be clear about what they can expect you to be sending them.
Call To Action: Make it obvious – whether it’s a sign-up form or phone number.
Footer: Utilise this space for your contact information. Customers should be able to find your contact information easily.
Other elements you should incorporate into your landing page
Add social proof element to your landing page. This will help customers feel comfortable opting into your call-to-action. Trust elements we recommend including are;
Proof of social shares
Number of happy customers
Logos of well-known client
Don’t make your audience do the work:
Like the rest of your landing page, the form for your customer to fill in should be succinct and to the point. Don’t make them fill in any unnecessary information or they’re likely to click away. Any additional information you need can be collected further down the line.
These landing page tips will help you successfully convert visitors into subscribers, buyers, or leads. We recommend implementing as many of these tips as you can in a single landing page. This will result in a better conversion rate.
For more in-depth discussions on landing page best practices, we suggest Hubspots eBook.
To follow along with a tutorial and build your first landing page today. Try MailChimps easy-to-use tutorial.