How to optimise your landing page
The purpose of a landing page is to increase conversion rates in order to reach your business goals. Pages created for a specific campaign, sale or product are often found organically through a search engine and contain a very direct call to action. Therefore landing page optimisation is key if you want to improve visibility and gain those all-important leads. They can also be found through a paid ad and paid social media efforts.
Landing page optimisation focusses on improving the performance of various page elements to boost conversion. So, here are some useful landing page optimisation tips.
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Have a Clear Purpose
Before creating a landing page, it’s crucial to have a clear purpose in mind. What do you want your landing page to achieve? Perhaps you’re looking to grow your email list or promote a new product. Whatever the case, have a clear message in mind as this will help with your SEO keyword research. When finding words you wish to rank for, think about search intent. What will people type into search engines to reach your landing page? Which words have a high search volume? And can you include long-tail keywords that answer consumer questions and make it easier to land on your page organically?
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Think About Your Headlines
The primary objective of your landing page is to provide a hyper-focused experience that is designed to accomplish a particular marketing goal. So, clarity is of paramount importance. Your headers and sub-headers must therefore be clear, relevant and catchy to make people stay on your page. They must also be relevant to any paid ad search content to avoid bounce rates and losing consumer trust. Keep headers short, punchy and include a keyword you wish to rank for as this will help with relevancy and organic search.
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Use Concise Language
Landing pages have a very clear purpose and the content should reflect this. Make the most of short paragraphs, bullet points, call-to-action (CTA) buttons, images and other visuals that’ll direct the consumer in the direction you wish them to go. This might be to sign up to a mailing list or to buy a new product. Cut out the waffle and get to the point quickly.
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Perfect your CTAs
Crafting CTAs that are attractive, compelling and impactful can boost conversion rates significantly. To get the best conversion rates, be sure to create a sense of urgency. Always use colour combinations that make your CTA stand out and select a large, legible text size. It’s also a good idea to use a strong command verb at the start of your CTA.
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Include Simple Forms
Many landing pages have sign-up forms. These should be short, simple and easy-to-understand. Only ask for details that are relevant to your business as this will increase the chances of consumers filling them in. After all, long-winded forms are off-putting.
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Incorporate Social Proof
Everything from testimonials and reviews to showcasing brand partnerships can help boost the credibility of your landing page and company overall. Make sure all testimonials are tailored to suit the consumer profile you’re targeting. For instance, if you’re focussing on young professionals, having reviews from the same demographic can help build trust.
Top tip: Use heat maps to learn how people are interacting with your landing page. This shows where people are clicking and if they’re ignoring a specific call to action. You can also see where the greatest consumer activity occurs and respond accordingly. For example, if all the action takes place in the top right corner, you should put your most important CTA there.
Talk to Whitefish Marketing, a Kent SEO agency, about all your landing page optimisation requirements today. Call us on 01303 720 288. Why not watch our latest video on “The Ideal Landing Page Design“.
