Optimising your Landing Page

A landing page is a webpage that serves as an entry point for people visiting your website. They need to quickly engage users, so it’s worth understanding a thing or two about landing page optimisation. 

Think of a landing page as your chance to make an impression on your visitors. If it fails to meet user expectation, the user will click back to the search engine results page (SERPs), costing you a bounce. A bounce is a negative SEO marker to Google. Reducing bounce rates means understanding user expectation and designing your landing page around this.

What Does a User Want?

This will depend on what your landing page has been set up to achieve. If you’ve created a temporary landing page specifically for an ad campaign, such as a special offer, the user is likely to want to be able to purchase that offer from the page they land on. If your landing page is a static page that’s part of your site’s structure and is an entry point for a particular keyword search, then they will be expecting information related to their search query.

Regardless of the different types of landing pages, there are some key focal points that apply to all:

  1. Clarity

All landing pages need to be clear and concise, quickly communicating who you are and what you’re offering, without overwhelming them. Think about your messaging and don’t overcrowd the content with too much information or annoying pop ups.

  1. Relevancy

Landing pages need to match the user intent for visiting. Whether they’ve clicked on an ad or conducted a Google search on a particular term, they want information that relates to their query and matches the keyword or phrase they had in mind.

  1. Trust

Providing clear and relevant content is key, but users base purchasing decisions on trust, so you need to get users to trust you. Why should they pick you? What makes you stand out? Include trust markers like testimonials, reviews and awards to reinforce your brand.

  1. CTA

We’ve covered the content required to engage users and to instil trust – you now need to consider how they now behave. A CTA (call to action) is a clear marker that enables the user to take an action on your page. This could be ‘buy now’, ‘contact us’ or ‘request a brochure’. Make this really visible.

  1. User Experience

Known as your UX, your user experience is how people use your site. It includes things like how well one can navigate to follow on pages, how quickly the pages load (page load speed), how much click depth you have (number of clicks to reach pages) and how easily one can click back to previous pages. Make this too arduous and you run the risk of the client exiting your site.

Need some advice on conversion rate optimisation? Whitefish Marketing is an established Kent based digital marketing agency with expertise in helping businesses to grow their online presence, offering a range of online marketing services from SEOPPCwebsite development and social media management. Give our friendly team a call on 01303 720 288.

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