Tips for Creating a Compelling Landing Page Carefully crafting and implementing a search engine marketing campaign is only the first step in gaining new business. Once the leads generated by this campaign come to your website, you will need to have compelling landing pages in place in order to convert them into paying customers. As a result, the right kind of landing page can be the difference between a successful campaign and one that falls short of your goals. Following are a few of the ways in which you can increase the power of your landing pages.
Match the landing page's content to visitors' expectations. One of the most important steps you can take to create a compelling landing page is to make sure that its content matches the content in the advertisements (or keywords) that sent your visitors to your
website in the first place. For instance, if your advertisement promises a free trial of one of your products, your landing page should clearly promote that free trial. When it comes to matching your content to visitor expectations, you should begin with the headings and subheadings on the page, because these are the elements that visitors will read first. However, the copy on the page should also be focused on material that is relevant to page visitors. This type of concise, on-point content allows your visitor to immediately recognize that they have come to the right place and to be engaged enough to dig deeper into the page (and your website). Make the design easy to digest. Visitors will notice your landing page's design before they notice anything else (including content). They will use the first few seconds of observation to determine whether or not to look more closely at the page. During these few seconds, they will be looking for evidence that the web page is interesting and matches their expectations. As a result, it is essential that your landing page possess an easily digestible web design. For instance, you should simplify the design to focus only on the page's main point. Eliminate anything that detracts from leading the visitor closer to the conversion point. In addition, the web design should clearly convey your brand, your products, and the purpose of the page. All of this information should be placed above the fold (within the part of the page that is visible without scrolling). Finally, you should arrange your headings in such a way that visitors can quickly locate the information that most applies to them. Doing so allows visitors to quickly identify who you are and what you can do for them.
Include a call to action. A well-constructed landing page will leave visitors wanting to engage with your business further. As a result, a call to action that tells them exactly what steps to take next is essential in converting interested visitors into paying customers. Any landing page you create, therefore, should possess a strong and clearly displayed call to action that encourages visitors to engage further with your brand.
The exact call to action your landing page delivers will depend upon your goals. For instance, do you want visitors to purchase a specific product? If so, point them toward a buy button or shopping cart. Do you want them to join an email list? If so, point them to a sign up form. Do you want to offer them a free trial? Show them how to take part. This type of clear direction will encourage visitors to act and garner you more leads and a higher conversion rate. Provide ways for visitors to share your content.
Your call to action will give visitors a way to engage with your brand, products, and services themselves. However, if you are also going to use your online marketing to grow brand awareness and generate more leads, your landing page should make it easy for visitors to share your content. For instance, providing buttons for visitors to post your content on Facebook, or allowing them to tweet about a free offer they just signed up for, allow visitors to spread awareness of your brand and offerings. This type of social media exposure has a number of benefits: It spreads brand awareness, generates more leads, and increases the SEO appeal of your website (the more social signals your brand possesses, the higher ranked your website will be in search results). Optimize the landing page for SEO. Finally, your landing page may be set up as part of a search marketing campaign, but that does not mean you can't also take advantage of opportunities to design the page for search engine optimization. For instance, in addition to writing headlines and copy that are focused on the visitor's initial query, you can work in keywords to allow the page to rank well in the search results. In addition to creating a simple and easily digestible web design, you can create a responsive design that will allow the site to perform smoothly on mobile devices. Using these and other optimization techniques can turn your landing page into a powerful marketing tool, from both a search marketing and an SEO perspective. Landing pages are vital components of any online marketing campaign. As a result, it is important to maximize their impact. By matching their content to visitors' expectations, making the design easy to digest, including a call to action, providing ways for visitors to share your content, and optimizing these pages for SEO, you can create landing pages that maximize conversion rates and increase the overall success of your search marketing campaign.