In the highly competitive world of digital marketing, getting your visitors to convert into paying customers can be one of the biggest challenges you face. Optimizing your landing pages can be one of the most powerful tools in your online marketing arsenal. If you can make your landing page appeal to your readers and help them understand how your business can help them, you’ll be much more likely to get people to convert and buy from you.
You might be wondering how to do optimization? Landing page optimization means creating landing pages optimized with keywords, calls-to-action, and more so that your audience has no reason not to take the next step in the sales to funnel and buy what you’re selling.
This blog post will share landing page top tips for optimizing pages for search engines, readers, and social media.
Write Your Page Title and Meta Description for Search
Search engine optimization of your landing page is essential and is perhaps the first and most important of all landing page optimization best practices. The title and meta description are crucial elements in ensuring your page appears in search results for relevant keywords, so writing them carefully is necessary. Additionally, you’ll want to include a meta description and keyword list for images on your landing page; these will help improve the SEO of any visual content on your site.
9 out of 10 people use Google as their primary search engine when looking for something online. So we need to make sure that our landing pages show up in Google's organic or sponsored results! This will require us to optimize our landing pages with well-written titles, metatags, H1 tags, etc.
Landing page optimization goes beyond writing good copy, though. We need to have a solid understanding of how landing pages work and what makes them convert into leads and sales. In order to do so, we need to learn about landing page best practices, tips, and tools available at our disposal.
Include Keywords in Your Headings
A good rule of thumb is to make sure that every page has a keyword-optimized heading tag on it. This way, Google knows what each page is about before even reading a single text word.
No matter what your industry is, you should have keywords in your heading tags (H1, H2, etc.) as they allow search engines to understand better what you’re offering. Having relevant keywords in your headings will help boost your SEO efforts. In other words, search engines will better understand what you offer and rank you accordingly. After all, if no one can find and read your content, then it doesn’t really matter how optimized it is.
If you don’t know where to start, try using tools like Google Keyword Planner or SEMrush to see which keywords are being searched for most often by potential customers. Then use those terms in your headings! It also makes it easier for people to navigate through your site.
Use Rich Media and Text to Tell a Story
When designing a landing page, one of your biggest jobs is conveying value in a brief window of time. One of our favorite ways to do that is through rich media. This includes images, video, and even audio—as long as it’s relevant to your product or service. If you have an interesting story you want to tell, think about how that could play out through these mediums and make it part of your landing page.
For example, if you were selling t-shirts with funny sayings on them, you might include some photos of people wearing them in various places around town. Or, if you had a cleaning company, maybe include some before-and-after pictures of clean kitchens. The point is to use whatever tools are at your disposal to help tell your story quickly and easily for visitors who may not be ready to convert yet but still need more information before they buy.
There are three parts to every landing page: Call To Action (CTA), Headline, and Body Copy. It can seem daunting at first, but once you start writing, all three pieces will naturally fall into place.
Let’s break down each section one by one:
Call To Action
What exactly does your CTA button say? Is it clear what action users should take? Does it sound like something someone would actually say? Don’t just write Buy Now! Instead, try something like Get 50% off today only! You can also go further than simply telling users what to do next; you can explain why they should take that action.
Here’s an example, Start your free trial now and save $20 on your first invoice.
Notice how they don’t just tell you to start a free trial—they give you another reason to do so besides saving money. That way, users know there are two benefits associated with signing up for their service instead of just one.
The headline is arguably one of the most important elements of any landing page because it’s typically what convinces visitors to stay on your site rather than clicking away. So make sure yours says precisely what you want it to in order to grab attention and convey value.
And remember, less is more here. You want to keep your headline short and sweet so that users can quickly digest what you’re offering and decide whether or not they’re interested. Remember: no matter how great your offer sounds, if it doesn’t catch a user’s eye within seconds, then chances are good they won’t stick around to read anything else on your landing page. But, if you nail your headline, they’ll probably stick around to read everything else.
Once you’ve got a user’s attention with your headline, it’s time to reel them in with your body copy. While it’s tempting to throw everything and anything onto a landing page, resist that urge and focus on what really matters: getting a visitor to sign up for your product or service. In other words, keep things simple and concise.
Make it easy for users to understand what you’re offering and how they can benefit from it. Tell them what you do, how you do it, and why your product or service is better than anyone else’s. Of course, that’s easier said than done. So if you find yourself struggling to say what you want in a few sentences or paragraphs, consider turning to an outside source for inspiration.
Take a look at some of your competitors' landing pages and see how they frame their value proposition. Do they do it compellingly? Can you adapt what they're doing to fit your brand? If not, that's okay—just move on and come back to it later. At least you'll have a starting point for brainstorming ideas.
Increase the Clickthrough Rate of Your PPC Ads by Incorporating Testimonials
Did you know that 40% of people trust a positive review written by a real person over any other form of online advertising? Testimonials are one of the most effective landing pages optimization tools you can use—so make sure yours is at its best.
- Make sure every testimonial on your landing page is unique (don’t use generic, non-specific language like Our customers love us!).
- Ask for reviews from your clients after they’ve received their order or service.
- When asking for reviews, be specific about what you want them to say (for example, How was our customer service? How easy was it to place an order with us? What did you think about our product/service? ).
- If possible, offer a discount or gift card as an incentive for reviews!
- Monitor which testimonials get clicked on and incorporate them into future landing pages.
- Don’t forget to update old landing pages with new testimonials as they come in!
Asking Viewers About Their Intentions When They Land on the Page
If your landing page doesn’t immediately convey its intent, then users will bounce in a flash—and your carefully crafted landing page copy will be lost. One of the best ways to gather additional information about why visitors choose to click on specific elements on your landing page is through simple surveys asking users what they were looking for when they clicked on certain links. This extra step can make a difference in further optimizing your landing pages.
Remember that you need to balance too many questions and not enough questions, as any survey with more than ten questions could scare off potential customers.
Optimize the Long Tail With SEO
Sometimes, using landing page optimization techniques that focus on improving search engine rankings might be overkill. Instead, you may want to take a different approach—one that focuses on long-tail keywords and landing page optimization instead of high-traffic keywords and search engine ranking.
These aren’t any less important; they just require different thinking. You can optimize your landing pages for long-tail keywords by using LSI keywords and optimizing your content, among other things.
For example, if you run an eCommerce store selling shoes online, try targeting keywords like black leather pumps with ankle straps rather than trying to rank well for shoes or women’s shoes. While it might not generate as much traffic initially, it will result in more qualified leads who are more likely to convert into customers.
If you have time to do some testing, use analytics software to compare these kinds of landing pages against their counterparts and see which one performs better. If you don’t have time for testing, at least make sure your optimized landing page is linked from a higher position on your website (such as being listed in your footer), so it has a better chance of generating conversions.
Don’t Overcomplicate Things:
A big mistake many businesses make when optimizing their landing pages is overcomplicating things. Landing page optimization should be relatively simple if you keep it organized and focus on what matters most: your target audience. .
You don’t want visitors bouncing because they’re overwhelmed by a confusing design or don’t know what you want them to do. Make sure you provide clear calls-to-action and that your audience knows exactly where they should go next.
Don’t forget about mobile optimization, either! According to Google, 30% of all web traffic comes from mobile devices, so make sure your landing page looks good on all screen sizes. Use tools like Google Analytics to see how users engage with your landing page and use these insights to optimize for better performance. These tips will help you build an optimized landing page that gets results.
Get a Winning SEO Strategy That Works — Landing Page Optimization Services
Landing page optimization is the most integral part of your marketing campaign. Design Pros AU offers complete landing page optimization services focusing on helping you plan, develop, and optimize for conversion. We help you improve and up your conversion rates.
Contact us now for a quote to see how we can help you grow your business!