The Rising Importance Of Landing Pages

Ever wondered how you can improve your web conversion rates without breaking the bank? Worried that your site isn’t performing as well as it should be? If you’ve constructed a solid PPC (or SEO) campaign but have yet to see a dramatic rise in sales or enquiries, chances are that you should take a look at the effectiveness of your landing pages. Similarly, checking out the overall functionality of your site may pinpoint some fundamental issues with usability that could be costing you money (especially if you’re splashing out on expensive Pay Per Click ads or sponsored links).

When users click onto a link or an advertisement, they need to be ushered to a page that gives them useful and relevant information about your product or service. The landing page should also sell your product to the best of its ability, which means that the content should be persuasive and customized to your target audience. After all, producing tailor-made ads for each of your items (and corresponding keywords) is pointless if you’re only going to send potential customers in the direction of your homepage, which will only serve to be a distraction and may not be easy to navigate.

Spending some time creating landing pages will enhance your campaign significantly. There are a number of key elements that make up a successful landing page but the criteria changes according your business. Consider the points below:

  • Keep your landing pages relevant to your ad. Your user has searched with a particular key phrase for a reason and is looking for related information. Make sure that the keyword in question is displayed conspicuously and make the user understand how your business can offer the solution to their needs.
  • Consider the presentation of your landing page carefully. Users like to receive enough information to justify a purchase but don’t want to be overloaded with sales drivel. Keep sentences and paragraphs short and to the point and highlight important messages to ensure that they grab the attention of even the fastest of skim-readers. Using bullet points is a good tactic if you wish to break up the text. Attractive images and clean, neat formatting will help communicate your company’s unique brand, too.
  • Don’t cloud your information in sentences upon sentences of extravagant claims and descriptive language. The user simply wants to learn more about the product and find out how they can get hold of it. Along the same lines, avoid spelling mistakes and grammatical errors, as these will destroy your chance of making a credible first impression.
  • It’s your job to persuade the reader to buy! Encourage your user to make their purchase. Guide them through the checkout process and don’t provide them with any distractions. Placing a tonne of links in amongst your text will confuse the user and encourage them to click off the page.
  • Your business needs to be perceived as trustworthy and reputable if you’re going to generate sales online. The anonymity of the web naturally inspires distrust in buyers, so you need to convince them that you’re the real deal. Provide a flattering list of testimonials, include information about your customer service programmes and briefly highlight any outstanding professional achievements or awards you’ve received – anything to boost your company’s image and credibility.
  • Most importantly of all, incorporate a bold, clear call to action into the design of your page. This could be in the form of a phone number, email address, contact form – however you want your potential customers to get in touch with you, make sure you allow them to do so as quickly and easily as possible. It’s a good idea to make sure all these details are displayed at the top of the page for maximum visibility.

Take some time to experiment with your landing pages and carry out usability tests as often as possible to determine how well your landing pages are performing. Carry out some research and discover what’s working best for your competitors, but above all, try to remember that every company is different and that it can take a little time to find out exactly what’s best for you and your business.

About the Author:

This post was written by Lewis, the Social Media Marketer from SEO Positive, follow his Blog or Twitter.

Zac is a link building specialist and a seasoned SEO professional. He manages a team of link builders and actively promotes some of Australia's biggest brands. Zac is an active blogger and also maintains Dejan SEO's news and updates section.

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