In digital marketing, a landing page also referred to as a “static page”, “destination page”, or a “lead capture page” is a web page that users are redirected to after clicking on an online advertisement, marketing email, marketing promotion or on an optimized search engine result. Unlike other web pages that are designed to serve several purposes, landing pages are only designed for just one purpose and that is lead generation. This is why using landing pages is the best option to increase the conversion rates of your marketing efforts.
To get the best results out of your landing pages, you need to optimize them to align with your needs. Landing pages optimization is a continuous process to influence the results that you get on your landing pages. Here are the best tips you can use to optimize your landing pages and improve your conversion rates.
- Structuring of Your Landing Pages Matters
The structure of your landing pages relies on both the design and content of the pages. This means that your content experts and your designers are the ones tasked with this job. The two must work together to ensure that your landing pages are well structured to get high conversion rates. Some of the things that you should focus on when structuring your landing pages are:
Like any other headline, landing pages headlines need to be short, clear, and straight to the point. A perfect landing page is the one that can offer a solution to a problem that the visitor never knew they had in the first place.
Your landing page is the first thing that visitors will see before visiting your site. That is why it should give your users an easy way out to encourage them to go to the next step. Most of the landing pages fall under 5 categories. These are
- Value proposition
A good landing page must always have something to offer to the site visitors. It is the only way to convince visitors to take action. Whether you want them to sign up for your emails, download an ebook, or subscribe to any of your services, you must give value to your visitors.
An opt-in is a form that users fill online to indicate that they are interested in a particular service or product and would want to be contacted with further information about it. In general, when you opt-in you are giving a third party consent to send you emails as a product sale, newsletters, or any other form of marketing material.
Whatever your goal is, you will need an opt-in form on your landing pages. You can present the opt-in forms as pop-ups on the product or home page, built-in widgets, or as dedicated landing pages. Regardless of how you present them, always remember to give your users an opt-out option. This is the law.
Call To Action (CTA)
The call to action is the point where users become customers. This is usually a button on the landing page that users can click to either download, subscribe, sign up, or even make purchases. The number of CTA buttons will depend on what you want to achieve.
- Focus on Building Trust
People need to feel confident that they can trust you before they can engage in business with you. This means that users have to see it on your landing page that you are a reputable business and that they are not wasting their time and money interacting with you. Some of the ways you can use to build trust include testimonies from other clients, association logos, certification, as well as awards and endorsements your business has received in the past.
Including all these on your landing page can give users the proof they need to trust and conduct business with you.
- Focus on Delivering Value
If you look around, you will see so many pointless landing pages. The reason for this is that website creators focus all their energy on creating something unique forgetting that they also need to sell to the users. The first thing you should consider before creating a landing page is the impact you want to make with these pages. The impact needed will vary from one industry to another. Whatever industry you are in, you have to find the balance between the impact you need to make and the design of the landing page.
- Focus on Simplicity
There is a thin line between informing your customers and giving them excess information. You need to find the balance between the two when creating your landing pages. The idea is to give your customers only the information relevant to them.
There is a belief that long-form content can help your page rank better. Yes, this is true only if the content is valuable to the customers. Too much content without value is useless. Keep your landing pages simple and valuable to get better results.
- Always Include SEO in Your Strategy
The majority of companies focus on creating landing pages that can only accommodate PPC ads. While this is often necessary, it is not enough on its own. If you want to reap the maximum benefits on a landing page, you can contact Joel House SEO Wollongong for guide.
Remember that your page is your sales representative. Creating a landing page that is appealing to the search engine algorithms can go a long way to ensure that you get the best results out of a marketing campaign. Some of the things you can do to ensure that your landing pages are SEO optimized include, meta descriptions, URLs, page titles, and keywords in tagged headers.
Additionally, it is wise to create specific landing pages intended for a specific audience. For instance, if you are in real estate, you may need to create specific landing pages for both buyers and sellers.
Your landing pages are your biggest lead generators. Always ensure that they are best placed to serve their intended purpose. If you implement the tips above, you will get the highest possible conversion rate from your marketing efforts.