In simple, layman terms, a landing page is a page on a website that gets traffic from a source outside your site. Most people associate a lading page with pay-per-click, or PPC ads like Google’s Adwords. Adwords is designed to drive traffic to a specific page, or URL that was set up to receive visitors. In order to get the most out of landing pages on your site, it’s important to know how to set up and design a landing page as well as both their importance and impact on your site’s performance.
Components of an Optimized Landing Page
The goal of landing pages is to create one that will be optimized efficiently for PPC as well as SEO purposes. A page that is properly optimized should be good for conversions, otherwise you’ve wasted your time, money and efforts. Landing pages should achieve an increased conversion rate. Therefore, the goal is to optimize the page for conversions, not just for a paid campaign. Here are some of the things you will need included on an optimized landing page:
- Title Tag that Includes the Primary Keyword – The title tag can seem short and insignificant, but it is a very effective component. It may well be the most important 10 words you write for a page when trying to target specific keyword groups or themes. You want the title tag to be compelling and include the keyword since it not only has an impact on how the page ranks in the search engines, but it also impacts the CTR of the page when it’s listed in the SERPs (search engine ranking positions). In this small space, give users a reason to click on your page rather than all the others in the search results.
- Well Written Meta Description – The page’s meta description doesn’t directly affect a page’s ranking nearly as much as it did in years past but it is an important component of SEO. Remember that this description is going to be displayed with the title tag in search results and might be what gets the visitor to click through to the site. You want to use a soft call to action in the meta description – and once again – give users a reason to click.
- Strong Headline using the Primary Keyword – The headline is important since it is the first thing a visitor will see once they land on the page. It should not be identical to the title tag they saw in the search results, but it should be similar so it’s not misleading. You can lose or win a visitor by way of this simple heading that will be one of the first things they see when visiting a landing page that’s been optimized for SEO.
- Quality Content – A page is nothing without high quality, engaging content written to specifically add value to the reader. It should be thorough, but not rambling just to reach a certain length. This is what the visitor is looking for, so be absolutely sure to make it worth their time.
- Call to Action – A landing page is basically useless without a call to action (CTA). A CTA should give the reader a very appealing reason to take the desired step. It is sort of like telling them what they are supposed to do next.
Well optimized landing pages benefit you and the user, both for paid and organic search engine marketing campaigns. It provides the user with information they are seeking and it gives you a place to put important, marketable information. You lead the user to the page and then give them a good reason to follow through with the action you want them to take. This might be to sign up for an e-newsletter, join a cause, or make a purchase. At the very least… it must be optimized with these five components to be effective. Need more information on the subject? No a problem, reach out to us and let us know how we might be able to assist you further. Nomvo!