Licking Your Landing Page Into Shape.

There are some SEO analysts out there who think landing pages are dinosaurs.

They argue that any time spent on them is wasted. Personally, I can’t see that. They’re the first point of contact your business has with potential customers: as soon as they click on your link, they’re taken to your landing page. Doesn’t it make sense then to make it as effective and informative as possible? They’re showing trust in you by linking to your page, so shouldn’t your business reciprocate and provide the quality information they’re looking for? Of course it should, because if you fail to deliver you’ll lose that potential customer to one of your competitors.
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The purpose of a landing page couldn’t really be simpler: you want to convert the reader into a buyer.

To do that your landing page needs to retain the reader’s interest and give them an opportunity to sign up for a promotion or product your offering. Well, that’s the theory anyway. Delivering on that theory is an altogether different matter. Nothing is ever as simple as it may at first appear. Optimising a landing page takes time, effort and careful thought. No one can guarantee that you’ll always secure the sale you’re after, but there are steps you can take that will hopefully improve your conversion rates.

  • Functionality:

    keep your landing page simple, uncluttered and functional. Make sure the links are relevant and that the information you provide is bang up to date. If you fail to provide this viewers will most likely look elsewhere.

  • Involvement:

    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. If you want them to do this, you need to make it obvious, and you have to ensure that this ‘call to action’ stands out.

  • Clarity:

    if you want your visitor to do something specific after visiting your page, then spell this out and make it clear. You may have superb content and great offers on your page, but if your visitor doesn’t know what to do after reading it, you’ll probably lose the sale.

  • Uniqueness:

    if your business sells a host of different products or services, then consider having a separate landing page for each of these. If you have multiple landing pages then make sure the message and content for each of these is unique.

  • Make landing pages work for you:

    building the landing page into your website will be beneficial. These will then be indexed by search engines just like other pages of your business website.

  • Avoid using flash:

    flash may well look spectacular, but it isn’t always effective on a landing page. Flash animation will extend page loading times and that may cause your visitors to look elsewhere. Time is a valuable commodity and no one likes to be kept waiting.

  • Seamlessness:

    try to ensure that the action you want your visitor to take is actionable from the landing page. The last thing you want to do is send your visitor off to another page if you want to secure a sale. If you want them to buy something, start that ball rolling right there on the landing page.

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