Understanding Landing Page Optimisation
You only get one chance to make a first impression, and in the online world it’s pretty cut-throat. Users take a split second to decide if they like your website, based on content relevance, layout, colour and trust. Furthermore, the average user also only reads 20% of your webpage, so instantly engaging a user is a tough gig!
If you don’t pass the above criteria, users will just click back to the search results, which registers as a bounce. Bounce rates count as a ranking signal so higher than average bounce rates across your site’s pages could negatively affect your SEO performance.
So How Do I Optimise My Landing Pages?
Your landing pages include any page on your website that you want users to visit, either from a Google search or directly from a marketing campaign or advert. Optimising these means strategically trying to minimise bounce backs and maximise engagement. Your overall goals with your landing pages are to:
- Immediately engage the user.
- Create a level of trust.
- Compel the user to take a simple action.
In order to achieve the above, a good landing page will incorporate important elements, as highlighted below.
All good content should have a heading that is clear, concise and relevant to the user’s search. Web pages are no different. Think about the keywords you have optimised your page for and what sort of search query a user might have entered into a search engine, to find your page. Does your heading reflect that query?
Sometimes, a heading is laid out as a question that might directly match something a user has asked. Your content can then answer that question as informatively as possible, with references to solid information sources.
Sub-headings are good for two reasons. Firstly, they enable you to break up the content into chunks, which is easier on the eye and is less likely to overwhelm a reader. Secondly, they act as reference points, allowing users to scan the content to the parts they are most interested in.
Sub-headings can also include questions, to directly answer another user query. This might be a sub-question to the overall query they are trying to get answers to.
It goes without saying that your content needs to engage the user. That means writing useful content that answers the user’s query and provides added value. Don’t just waffle on relentlessly and don’t over engineer your copy, to include too many keywords. Google’s semantical algorithms are very adept at distinguishing the difference between well-written, well-resourced copy from spammy text that is designed to manipulate rankings.
Keep your copy clear and concise. Whilst Google does expect to see a minimum of 300 words per page, your readers want instant gratification so, keep to the point and be informative.
In amongst your copy, you want to state your USPs. Why should they use your brand? What makes your brand different to other brands in your industry? What does your product or service really do that stands out? What do potential customers really want to hear?
Your USPs can be integrated as part of your text, or they can be written as bullet points. However, you choose to display them, make sure they stand out.
Listing your USPs is great, but nothing beats a reinforcement from a third party. This creates trust in brand and makes the user feel more compelled to want to use you.
Even if your user has found come across you through a recommendation elsewhere online, you want to showcase anything that promotes your brand from the eyes of another. This includes customer testimonials, ratings, affiliations with other brands and partnerships. All of these trust signals show that you are reputable.
If you can’t get these signals into your content high up on the page, make sure they are clear on the site.
Assuming you have answered the user’s question, met their needs and gained their trust, you now need to ensure your site has a clear signal on what to do next. This should be a button that stands out from the rest of the content. Examples of CTAs include Buy Now buttons, Download buttons or links to enquiry forms. If you want the user to call, make sure the number stands out and make sure the number is clickable, for those browsing on mobile. Don’t underestimate the importance of a mobile-friendly website.
If conversion on your pages is low, you can A/B test the same page with different CTA buttons Things that improve conversion include button size, colour and placement. Obviously, it goes without saying that you should regularly test CTA buttons and forms to make sure they are working and are tracking conversions.
Simple text is boring. We are in a digital world where we are used to seeing daily videos and images online. Break up your content with informative videos and eye-catching images.
Don’t forget to use ALT attribution text as a placeholder, in the event the media doesn’t load as quick as the page, although you really should seek to avoid any page load issues altogether to prevent a high bounce rate.
As mentioned earlier, the average user only reads 20% of your page. They may scan to what they want, but the most important content is that above the fold. Don’t assume that all users will scroll.
Include as many of the above elements in the first half of your page content as you can, without compromising design. Similar to the CTA buttons, you can carry out split testing on different layouts, to see what works best.
Is Optimising My Landing Page Really That Important?
Yes. If you have heavily invested in activities such as SEO, PPC, social media and email marketing, to drive traffic to your website, your efforts and budget are wasted, if the user doesn’t like your landing page and exits again. Digital marketing is not just about getting the user to visit your site, it’s about getting them to engage and convert to a customer. Good landing pages are the key to achieving both.
For more information on how you can maximise landing page conversion for your Kent business, get in touch with one of our experienced SEO specialists at Whitefish Marketing on 01303 720 288.