In digital marketing, a landing page is a single web page that serves as an entry point to the website. It is often used exclusively for the purpose of marketing or selling products online.
Before you can improve your landing page, you need to be clear on what your objective is. A landing page can be SEO focused or conversion focused.
- Conversion Focused: A conversion focused landing page is designed to turn visitors to your page into customers. Visitors may be coming to your web page from search engines or social media. When designing this type of a webpage, certain factors such as bounce rate and links are ignored or given less emphasis.
- SEO Focused Landing page: With this type of landing page, the concern is to get visitors from search engines. It needs to be properly structured and adhere to the SEO rules. Bounce rate, quality links are some of the factors that are important when designing an SEO focused landing page.
Determining your Approach
Both the conversion focused and SEO focused approaches are necessary when marketing your products or services from a landing page. SEO ranking will bring in targeted traffic to your page, a well-designed page with top-notch content will convert more prospects to customers. To make the most of your landing page you need to ask yourself a number of questions:
- Are you planning to use general keywords or targeted keywords or both?
- Is the page promoting products and services, or is it simply a resource page?
- Are you focused on conversion or ranking or both?
If your focus is on conversion, you need targeted keywords. For example, instead of a general keyword like alcohol rehab, a long tail keyword would be alcohol rehab for teens. Your page can be SEO focused if it is only meant to provide resources such as rehabilitation centers, or where to get a certain product.
Page Rank and Conversion Factors
There are a number of factors you need to pay attention to when working on your landing page rank. Here is a list of some of the important factors you need to pay attention to:
- Keyword Research: Take time to find the right keywords. Consider using long tail keywords for targeted traffic.
- Add Keywords to Webpage: Make a point of adding a few keywords to the title tag, meta description, and header tags. If your webpage is full of images, optimize the image file names with the keywords to get more traffic from image search.
- Bounce rate: A high bounce rate leads to the low ranking. Good relevant content and targeted prospects can reduce the bounce rate of the landing page. According to kissmetricshalf the people visiting your site expect the page to load in two seconds.
- Quality links: Find quality backlinks from relevant sites. You can do this by reaching out to people who may be interested in your content, writing guest posts, or by making it easier for people to share your content from your webpage.
- Local SEO: Local SEO still remain unexploited and can boost your page visibility through search engine page results.
- Content: If you are focused on conversion, you need to ensure that you have a copy that is properly structured and easy to read. You may need a qualified copywriter to put together an effective sales copy.
- Page features: A landing page optimized for conversion needs to have a products benefits and features page, social proof showing testimonials and customer reviews, location map for your business, as well as a call to action.
- Make Forms Shorter: Where visitors to your page are required to fill a form, ensure that the form is short or at least broken down into shorter parts. A long form often discourages prospects from completing the process.
Other factors to Keep in Mind
A landing page needs to be optimized for sales even as you seek to have it on the first page of search engines. This makes landing pages uniquely different from regular web pages. Here are a few other things you need to keep in mind when building your landing page:
It is generally accepted that longer content fairs better on search engine page results than shorter content. However, when you are working on a landing page you need to balance between optimizing the webpage for search engines as well as for the page visitors.
Furthermore, not all long-form content is going to fair well on search engines. Only content that has quality information and can retain the visitor will make it to the results page. Ensure the page is uncluttered and only has the necessary images and a lot of white space.
Reusing the Landing Page
If your landing page is for a seasonal product or service, you can keep it online to avoid reinventing the wheel every time you need to use it. Keeping the page can retain the value it has generated online through backlinks and after indexing. These pages can be repurposed later to regain some of the search engine value during the next promotional season.
More people are using portable devices to search for products and services online. According to Smart Insights Americans spend up to three times on their mobile phones than on their desktops browsing the internet. Optimizing for mobile is crucial especially if you are targeting millennials.
To optimize for mobile, you can either create a responsive website, dynamic URLs or separate URLs. The advantage of dynamic serving and separate URLs is that they provide a unique experience for users of different devices. However, their main problem is that they are expensive and time consuming to create.
Privacy online is becoming a growing concern for many users of various platforms. For this reason, it is important to reassure your prospects that their privacy will not be breached and the information their share will not be retained for other purposes.
Doing it Yourself
You need to be clear on what you want to accomplish with the landing page before you can begin. SEO can be confusing and time consuming for the uninitiated. There is a lot of content on SEO, but it can be inaccurate, outdated and misleading. You may want to consider hiring a copywriter and SEO professional to handle the whole process as you focus on your core business. It is also a good idea to take time to learn the basics of the landing page, digital marketing, and SEO before you can start developing your website or webpage.
Author Bio: Patrick Bailey is a professional writer mainly in the fields of mental health, addiction, and living in recovery. He attempts to stay on top of the latest news in the addiction and the mental health world and enjoy writing about these topics to break the stigma associated with them.