Blog Post | Oct 11, 2022
5 Tips for Optimizing Your Landing Pages
Landing pages serve a different purpose than your regular webpage and so require the inclusion of a number of different elements for optimal success. To take a prospect from anonymous visitor to converted lead, employ these five tips for creating an effective landing page that ranks higher in organic searches. Equal parts strategy, design, content and ongoing analysis, read on to discover how to put these tips into practice.
One of an integrated marketer’s most powerful conversion tools is a landing page. These standalone web pages, customized to specific campaigns, are used as the funnel entry point for users once they click on an ad or button within an email.
Serving a completely different function than a web page, landing pages have a singular goal> of converting anonymous users into leads. Focused entirely on your call to action (CTA), landing pages have no navigation beyond directing users to a form, generally offering a desirable reward in exchange for their contact information.
Why Optimize Landing Pages?
Optimizing your landing pages ensures that your business shows up more frequently in organic searches on search engine result pages (SERPs), leading to higher rankings. These pages of compelling and useful content work hard to turn visitors into customers, more effectively converting traffic than a regular web page.
So what are some of the best ways to optimize your landing pages? We share five tips below.
State Most Important Info Above the Fold
Readers’ time is limited, so they are more likely to read the most visible information on a landing page. Likewise, because the goal of an optimized landing page is to rank well on search engines, one of the most important design elements is ensuring that the central information appears above the fold of the landing page (easy to read without having to scroll). Therefore, you must ensure that your primary messaging, call to action and form are all positioned at the top of your page.
Use a Clear CTA
Arguably the most important content on your landing page, the call to action encourages readers to convert, so be focused and specific with your copy. The button should stand out and the message should be strong and comprehensible, telling readers exactly what you want them to do. Use action verbs and perceived time constraints like “respond today” “download now” or “get started before it’s too late.”
Include Visual Assets
People learn and connect visually—remember the old saying, a picture is worth 1,000 words? Including visual elements such as images, videos and demos will set the tone for your page and help convince users in far less space than text would require, while creating emotional connections with your audience. Take time to confirm the visuals are relevant, high quality and in line with your brand identity.
Provide Social Proof
Back up your claims to help conversion. This can be in the form of third-party partner logos, comments from influencers or industry experts, or positive customer reviews. Including these kinds of affiliations builds trust with your audience. Undecided users may find this feedback from past users is just what they need to pull the trigger, especially if you are citing well-known people or individuals from high-profile companies.
Test, Track and Do It Again
Once you’ve put all these tips into practice on your landing page, measure how it performs! See what works and what doesn’t, how people respond and where they click. Use A/B testing to track everything from the size and shape of your buttons to your headline, copy and images. Regularly analyzing your landing pages helps to increase their effectiveness and ensures they continue to be relevant to your audience.
Heeding the advice above can help take your landing page from an average conversion rate of 2.35% across all industries to 5.31% for the top 25% of landing pages or even 11% for the top 10% of pages! So don’t wait; start optimizing your landing pages now.
Serving a completely different function than a web page, landing pages have a singular goal> of converting anonymous users into leads. Focused entirely on your call to action (CTA), landing pages have no navigation beyond directing users to a form, generally offering a desirable reward in exchange for their contact information.
Why Optimize Landing Pages?
Optimizing your landing pages ensures that your business shows up more frequently in organic searches on search engine result pages (SERPs), leading to higher rankings. These pages of compelling and useful content work hard to turn visitors into customers, more effectively converting traffic than a regular web page.
So what are some of the best ways to optimize your landing pages? We share five tips below.
State Most Important Info Above the Fold
Readers’ time is limited, so they are more likely to read the most visible information on a landing page. Likewise, because the goal of an optimized landing page is to rank well on search engines, one of the most important design elements is ensuring that the central information appears above the fold of the landing page (easy to read without having to scroll). Therefore, you must ensure that your primary messaging, call to action and form are all positioned at the top of your page.
Use a Clear CTA
Arguably the most important content on your landing page, the call to action encourages readers to convert, so be focused and specific with your copy. The button should stand out and the message should be strong and comprehensible, telling readers exactly what you want them to do. Use action verbs and perceived time constraints like “respond today” “download now” or “get started before it’s too late.”
Include Visual Assets
People learn and connect visually—remember the old saying, a picture is worth 1,000 words? Including visual elements such as images, videos and demos will set the tone for your page and help convince users in far less space than text would require, while creating emotional connections with your audience. Take time to confirm the visuals are relevant, high quality and in line with your brand identity.
Provide Social Proof
Back up your claims to help conversion. This can be in the form of third-party partner logos, comments from influencers or industry experts, or positive customer reviews. Including these kinds of affiliations builds trust with your audience. Undecided users may find this feedback from past users is just what they need to pull the trigger, especially if you are citing well-known people or individuals from high-profile companies.
Test, Track and Do It Again
Once you’ve put all these tips into practice on your landing page, measure how it performs! See what works and what doesn’t, how people respond and where they click. Use A/B testing to track everything from the size and shape of your buttons to your headline, copy and images. Regularly analyzing your landing pages helps to increase their effectiveness and ensures they continue to be relevant to your audience.
Heeding the advice above can help take your landing page from an average conversion rate of 2.35% across all industries to 5.31% for the top 25% of landing pages or even 11% for the top 10% of pages! So don’t wait; start optimizing your landing pages now.