Landing pages optimisation is the bridge between your offline and online marketing campaigns and your conversion goals – Here are five ways to optimise your web pages.
Landing pages optimisation is an essential part of Search Engine Optimisation (SEO). A landing page is the first page of your website that visitors see when they click-through to your site. Years ago, your key landing page would have been your homepage but now each page on your site should act as a crash pad for incoming visitors, making them feel welcome and comfortable enough to be lead down the path of conversion.
Optimise each page for a different keyword/keyword phrase
Each landing page on your website ideally should be optimised for a keyword or keyword phrase. The keyword should be included in the URL, the meta description, the title tag, headline, anchor text of links, ALT tags, calls to action and naturally positioned through the body content. Be careful not to over-optimise the page with keywords as it may appear to be spam to Search Engines.
Inspire trust and confidence
People visiting your website may be new to your site so first-click impressions count and you need to establish your businesses’ credibility and industry credentials very quickly. If your site is not deemed to be trustworthy or secure, they may just leave it altogether to visit your competitors. Professional design, well written copywriting, quality images, testimonials, case studies and good use of white space all help to build trust in your site.
Tell them what you want them to do
People may have landed on your page from various sources such as a keyword search or email newsletter so it is important to let them know what the purpose of the page is. With landing pages optimisation, find a balance between offering multiple calls to action (CTA) and not overwhelming visitors with too many choices. A CTA gives visitors a clear direction and helps nudge them down the path of conversion.
Give people what they ask for
Whether people have found your site through offline or online marketing campaigns, there is a certain expectation that needs to be met. Don’t over promise and under deliver. If your meta description tag* appearing on Search Engine results says that your landing page will be about a certain topic but the page is deemed not to be relevant by visitors, they may leave your website and you risk losing a potential sale.
Make it easier for your visitors
Usability specialist Jakob Nielsen found in an eye-tracking study that people read websites in an F-shaped pattern and scan pages. This has several implications for landing pages optimisation. The first two paragraphs must state the most important information and it is also important to use sub-headings, paragraphs and bullet points to break up the text and start titles and headings with information-carrying words.
The business analysts at SEO Works are experts in optimising landing pages for their clients to maximise traffic, conversions and profits. It may be an overwhelming task for ecommerce sites that have thousands of pages but done well, it will pay dividends. Contact SEO Works to find out how we can help you with landing pages optimisation to help retain customers, improve your conversion rates and maximise ROI.
*A meta description tag is only a suggested summary for Search Engines and is the text that appears under the search results just below the URL. A Search Engine may pull the snippet from any text on the page.
