December 20 2018

How To Optimize Your Landing Pages for SEO and Conversions

Image of a website.Is your company considering implementing landing pages as a part of your digital marketing strategy? If that’s the case, you are not alone. Most companies are now seeing the value landing pages bring to their SEO rankings, though only 52% of companies actually choose to find ways to improve conversions of their landing pages (Source: MarketingExperiments).

Landing pages are a crucial part of marketing and can be used in various ways. Perhaps, you want to showcase more detailed product benefits and give an incentive for visitors to purchase. Or maybe you are trying to obtain feedback on a past event and want visitors to take a survey. Whatever the purpose of your landing page, the goal is always the same: hooking a fish. You want to reel it in (and get them more interested) but at any time they can lose interest and let go of the bait. For that reason, we have provided some landing page optimization tips to assist with your company’s website ranking and getting your visitors to bite the bait.

What is Landing Page Optimization?

Landing page optimization involves enhancing each element on your landing page to increase conversions. The design, content, and functionality of a landing page should all work together to clearly convey an offer, make it easy for visitors to take action, and convert visitors to the next stage of the consumer journey. Landing pages should also align with the audience in terms of knowledge, behaviors and preferences to ensure effectiveness.

Landing Page Optimization Tips For Conversions

Data is a crucial aspect of landing page optimization because it helps identify areas that are working and where improvement is needed. Utilizing tools like heat maps and scroll tracking are effective ways to collect this kind of information. Heat maps visually illustrate where people are clicking onto your landing page, helping you understand how visitors are interacting with the page. Ideally, you want to see clicks on your call to action(s). Scroll tracking shows where the scrolling activity occurs on the page and how quick it is. This way you can keep track of which sections of content are of interest to visitors and capture their attention. You want visitors focused on the offer, features and benefits, as well as the call to action.
If your offer is something of substance that makes your visitor feel inspired or excited, they will be more likely to take action. It is best to keep your landing page design simple, so don’t overwhelm your visitors with too much information or they will be easily distracted. Use contrasting colors to make actions stand out, repeat the call to action in multiple areas of the page, keep benefit content simple and relatable, and like the rest of your site, your landing pages should always be ADA conformant, too. The easier it is for your visitors to decipher your landing page offer and content, the more likely your conversion rate will go up.

There are a few common mistakes to avoid with landing pages that can cause a visitor to abandon the experience. This includes an unclear design, non-compelling headlines, too much page content, hard-to-find calls to action, and an overall lack of purpose of the landing page. When designing a landing page, make sure the offer is obvious, the content is easy to digest, and the next step is easy to take. Additionally, be sure that analytics tracking is in place so you can understand where the experience is succeeding or failing.

How to Make Your Landing Page Support SEO Ranking

If you want your landing page to be indexed in search engines, it’s important to follow SEO best practices.

  • Researching relevant keywords can help optimize your SEO success.

  • Map out a list of keywords relevant to your offer and research which long-tail keywords are searched by users. Placing these keywords in your title tag, meta description, header tags, and even your image file names should increase SEO appeal and drive search engine traffic.

  • Write content that is keyword-rich so it supports your strategy while keeping visitors engaged.

  • Remember, search engines (and screen readers) cannot see the images on your landing page, so they rely on its written description. Describing your images using keywords can help search engines understand what is depicted in the visual, the purpose of the page, and ultimately improve your ranking in relevant search results.

 There are a lot of factors that impact landing page optimization. When they work together, they can have a positive impact on your business’s ranking in search results and ability to convert traffic to leads.

  • Landing Pages & Microsites
  • SEO

posted by
Carley Corraccio
Carley Corraccio

ZAG Interactive is a full-service digital agency in Glastonbury, CT, offering website design, development, marketing and digital strategy to clients nationwide. See current job openings.
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