Imagine your business has done all the hard work and managed to get itself a pretty good ranking on the search engines.
You’ve optimised your website to rank for your chosen keywords, you’ve built up a number of good quality organic links and you constantly update your website with high quality, relevant articles. Yet, even though you’ve ticked all the appropriate seo boxes and satisfied Google’s Panda requirements, your hard-earned traffic still fails to convert: visitors willing click on your search engine link, and then for some reason, which you’re at a loss to understand, bounce away to one of your competitors. What do you think is going on? What are you doing that is driving people away? The answer may be a lot simpler than you might think. It’s more than likely your landing page that’s letting you down. Isn’t it about time you sorted that out?
Now you might think that it’s counter-productive to change something that appears to be working, at least on the face of it anyway: if visitors are clicking on your search engine link, then surely that’s your job done? Well, actually no, that’s just the start. The purpose of links is to drive traffic to your website, after that it’s your responsibility to convert this interest into sales. That’s where your landing page is crucially important. The information contained on it will determine whether you’re likely to get the sale you want.
So what should a landing page be like? What should it say? Well, there’s no easy or straightforward answer to that unfortunately. What works for some businesses won’t necessarily work for others. What’s crucially important is that the landing pages should give the viewer all the information they are likely to need and the opportunity to be able to sign up for whatever special deal or promotion you might be offering at that particular time.
What information should landing pages always contain?
- The business name, address and location.
- A contact telephone number and ideally a map showing your exact location.
- A description of the services your company provides- readers will want to know exactly what you’re offering, and will be able to determine from these descriptions whether you’re the right choice for them. If your business specialises in several separate fields, then it’s better to have individual landing page for each of these services: too much information or muddled descriptions can be equally off-putting to viewers.
- Brief details of your pricing or fee structure – no-one’s suggesting you get into too much detail here, but just give some sort of ball park figure so the reader can decide whether the service you’re offering is within his or her budget.
- Availability – this, of course, may not always be relevant and will depend on the nature of your business, but imagine if you’re a garage owner or a builder – isn’t it a good idea to give a rough idea when you might be able to do a job for a customer. You may be the best car servicing depot for miles around, or the most talented and trusted builder in the area, but if you’re booked up for the next 6 months, potential customers will have to look elsewhere. Better to let them know that at the outset: if you’re really so popular, then there may well wait for your services anyway.
- Clear instructions about what action you’d like the reader to take after viewing your landing page – the purpose of your landing page is prompt visitors to act or do something specific, whether that be buying a product, signing up to a newsletter or following on either Facebook or Twitter. Don’t simply hope the reader might twig what you want them to do. Readers like clear direction: if you want them to do something, then tell them. You need to make it obvious, and you have to ensure that this ‘call to action’ stands out.
- Any other information that you think may be helpful or relevant for your reader – the landing page is there to sell your business and your products, so give the reader everything that you think will help you achieve this goal. Just remember that sometimes less can be more: be selective with this additional information and don’t overload the page with stuff that isn’t necessary.
The function of landing pages is to help you convert the targeted traffic that has clicked on your search engine link. Once you’ve managed to get them there, you really need to give them what they want.