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A Beginner’s Guide to Landing Page Optimization

Launching of a company’s website may be a big deal for many small business owners because it would mean that they can finally check it off their to-do list. However, it is a costly mistake especially if they still have no landing page.This limits distractions and subtly guides visitors toward taking immediate action, such as opting-in to an email list, scheduling an appointment, or accessing content you’ve posted for them to download.

When you have such level of control over your site visitors, you will surely get benefits for your business. Which is why providing faster access of information will boost your search engine rankings– and that is definitely profitable for your business.

What Exactly Is a Landing Page?

A landing page is a standalone web page that is distinct from your website and serves a specific purpose. It is used for marketing and works in this way– Visitors who arrive on your landing page, for example, cannot navigate to other pages on your primary website. The whole idea behind the use of a landing page is to limit visitors’ options in a way that will help you achieve your conversion goal such as visitors jumping into the call to action that you want them to do (email opt-in, download, purchase, etc.).

There are two main types of landing pages: click-through and lead generation. With a click-through landing page, your goal is to persuade the visitor to “click-through” to another page. These are commonly used in sales funnels as a kind of a direction to encourage visitors into ordering a product. When visitors arrive on the click-through page, they get compelling information regarding your product or service before leading them to placing an order and payment. Missing out on click-through pages can make visitors feel rushed or unprepared to order, resulting in an increase in bounce rates.

On the other hand, the goal with a lead generation page, is simply to capture the visitor’s data—usually a name and email address. If you’ve ever downloaded a special report, registered for a webinar, or signed up for a free trial, you’re familiar with a lead gen page.

How Landing Pages Influence Rankings

Using landing pages can boost conversions effectively because they give your visitors easy access to taking action the way you want them to. Additionally, search engines will reward your site for relevance once they detect that your visitors get the information that they are looking for. In this case, Google, Bing and other search engines will rank your site higher in search results than those of your competitors, who may not be using landing pages effectively.

Search engines, however, are constantly changing.The result has required business owners to do a kind of marketing mindset shift. Instead of obsessing over optimization just for the sake of it, you need to focus on your visitors’ intent. To simply put it, you ask the question: Why did they visit your page in the first place?

Your goal is to close the gaping hole that exists between their reason for visiting and your landing page’s purpose for attracting them—which you will be able to do by learning everything you can about your visitors, then reaching out to them through spot-on copywriting and landing page designs that align with their expectations.

Optimizing Traffic for Stronger Conversions

Optimization of your landing page traffic will vary according to your business goals and the amount that you’re willing to spend. Although some free traffic options exist, they tend to be laborious and, sometimes, not really free.

Mostly, small business landing pages receive their traffic through pay per click (PPC) advertising. The most popular PPC ads are placed on Google and Facebook, as well as on other platforms. This is the reason why optimizing your landing page is a smart way to ensure that your PPC marketing campaign doesn’t get lost in the midst of ads out there.

However, there may be possibilities that if your PPC campaigns are not delivering the sales you had hoped for, go back to your landing page and try these 5 optimization tips:

1. Give the people what they want.

If you are paying money to drive traffic to your landing page, you have to ensure that it’s delivering the information (or offer) specifically promised in your ad. People, most especially consumers, want what they want, when they want it. To boost conversions, all you have to do is give it to them as advertised.

2. Show you’re uniquely qualified to help.

People click on ads for two reasons: 1) They think you may have a solution to a problem they’re experiencing, or 2) They’re just curious. Whatever their reason may be, when they arrive on your landing page, you have a golden opportunity to share your unique selling proposition (USP)—this simply means,you have to make it that what you offer is the best solution available. If the USP extends seamlessly from your ad through your landing page, visitors will proceed deeper into your sales funnel.

3. Experiment with your call to action.

Now that your PPC ad did its job by driving traffic to your landing page. Now it’s up to your Call-to-Action (CTA) to get the all-important click. You know, there’s more to CTA buttons than simply saying “Subscribe,” “Submit,” or “Order.” In fact, there’s a whole science behind these buttons—so don’t be afraid to get creative and think up of more interesting and catchy ways of making your CTA. An adventure travel site, for example, might have a CTA that says “Begin Your Adventure.” Similarly, an auto parts supplier catering to sports car enthusiasts might have a CTA button that says, “Buckle Up!” What’s a good one for your business?

4. Show you’re trustworthy.

Making money online is usually done successfully through selling directly or “getting in a relationship” with customers so you can sell to them later. Of course there’s nothing wrong with that, but the fact remains that they don’t know you. So what you need to do is to give them a reason to trust you by adding testimonials, flattering media clips and/or favorable social media mentions to your landing page. These additions give your customers an insight on your credibility which makes them feel at ease and help grow your conversions.

5. Avoid conflicting (or busy) visuals.

Who doesn’t love a beautiful (or cool) visual element? It is important to have an attractive page so you can get the attention of your visitors. But an aesthetically pleasing landing page is useless if it doesn’t convert well. Always remember that your design exists to serve your message. Unload any visual clutter and stay focused on the clarity of your message..

Primarily, leveraging optimized landing pages in your business will enable you to better direct visitors to find what they’re looking for, to improve your search rankings and most importantly, to grow sales.

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the Online Alliance

the Online Alliance is here to inspire growth and challenge the status quo by creating member resources, tools and training that is meaningful, evergreen, affordable and effective, that is designed to support Independent business owners to achieve their higher goals.

3 Comments

  • A page that has very good detail and something any business person would secure knowledge from. We picked up a couple of extra ideas ourselves. Particularly like the point about having an attractive website – but not over cluttered and ‘not having the website just for the sake of it, you need to focus on your visitors’ intent. To simply put it, you ask the question: Why did they visit your page in the first place?’

  • I found this article very helpful in understanding the parts of having your own website and what people want so that they want to use it. When All of this is organised to work for you from the start its a bonus. That’s why I’m in The Online Alliance.

  • Jenny Davison

    June 4, 2016

    This is a great article. I was always confused about the difference between a landing page and a webpage and this explained it well.

    Keep the great article comes Online Aliance!

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