Landing Page Conversions // On Page SEO // Search Engine Optimization
Any successful web designer will tell you that a good landing page is the key to winning new clients & increasing sales. You may ask what is the difference between a landing page and a home page? A home page is the main index page of your website that tells a customer about your product or service and it has links to other pages within your website. A landing page is specific in that it’s key purpose is to convince your potential customer that they should buy from you or in the very least sign up for your newsletter or promotional event.
Think of it as a giant advertising billboard that effectively conveys your sales pitch all within one page. The first step to a successful landing page is to ensure it is keyword optimized so that it ranks high in searches engines. On page seo with specific targeted keywords will help rank you in the top. Some resources to help you find keywords are google keywords and Wordtracker.
Check out Formstacks article “The Anatomy Of A Perfect Landing Page” for an example of what a good landing page should look like. As you can see the landing page has keywords in headings, titles, paragraphs, and body content strategically placed throughout the page in specific format. They also give you tips on what colors are best to use. Whichever approach you take, the main goal is to convince the visitor that they should buy from you or sign up for a newsletter or other promotional material.
Seth Godin who is considered America’s greatest marketer first talked about landing pages way back as early as 1991. Seth says a landing page needs to do the following:
- Get a visitor to click (to go to another page, on your site or someone else’s)
- Get a visitor to buy
- Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.
- Get a visitor to tell a friend
- (and the more subtle) Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback
Your landing page should be written in such a way that it makes the customer feel comfortable and that they enjoyed visiting your website. This way, even if they don’t make a purchase they are more likely to return to your site and remember your product or service thereby increasing brand awareness. Don’t confuse the visitor with a lot of unnecessary jargon, be specific and focus on no more than 2 things. The main focus is your product or service offer, and should that fail, a second offer to keep them interested such as a free ebook related to your product or business . By offering something free you are passively building a potential client email list for future target marketing campaigns.
Make sure that when a potential customer visits your landing page they know immediately what you’re offering. Consumers today lead very busy lives & will not take extra time to sift through your landing page looking for the information they want. Have a clear, concise, keyword heading that indicates how they can benefit from your product or service. Follow that up with researched keyword body text that continues to showcase how your potential customer will benefit if they take a certain action.
In the world of marketing this is called CTA or Call To Action, you are calling (convincing) a visitor to take(consider) your information and act (buy) on it. Use BIG, BOLD , COLORFUL text with an easy to find link to make it clear what you are offering.
You also need to build trust with your visitor. For any sale to happen your visitor needs to be assured that your site is one that is secure and can be trusted. Place photos of padlocks that indicate security near the end of the page as well as testimonials from long-standing, authority websites. Include credit card logos ensuring safe, secure shopping use testimonials from other customers. Provide clear, detailed contact information such as address and phone number or live chat.
Once you’ve completed your optimized landing page you will now need to test it to see if there is an increase in your conversion rate. Compare all of your new data to existing data and make changes if necessary.