Landing pages are the key destination on your website. You may pull a lot of visitors into your home page, but the landing pages – those pages visitors access by clicking on your home page links, typically with specific intent – get the job done. Landing pages complete calls to action, sell products and services, provide more information, and generally engage customers.
So landing pages are vital for conversions...but how are they connected with organic SEO searches? You see, specific organic searches (and they are getting more specific all the time) are often more likely to bring up a landing page result instead of your home page. This means the landing page is the first thing that a new customer sees when visiting your site: Landing pages, then, need to be created to with a SEO strategy that specifically address customer wants and needs. This carries organic traffic easily over to a full conversion, even if people skip past or ignore the home page. Let's talk about specific ways to improve landing pages for those people:
1. Create Clear Headlines with a Purpose: Visitors will notice your headlines first, so make sure they are top-notch. Address exactly what the page is for and what visitors can do there so there is no confusion – confusion is a death knell for any web page. Make things immediately clear with choice headlines that correctly describe the purpose of the landing page. There are plenty of guides available for making the best headlines, but here's one big tip: In today's world, shorter is always better.
2. Focus All Content On Answering the Page's "Question": Every landing page should promise something – more information, contact with a representative, the chance to buy, answers to FAQs, etc. All content on that page should be created specifically to fulfill that purpose. The more fluff or unessential content you add, the more distracted and frustrated visitors (especially organic visitors) will be.
3. Give Every Landing Page a Call to Action: Landing pages shouldn't exist just to have a separate page, they should always encourage a customer to take an action. In some situations, that action is moving on to another page (seen most in complex online stores), but generally the landing page itself should give visitors the call to action directly. Make sure every landing page ends with a chance at a conversion. This is possible even with brand-building "testimonial" pages and other various types of content.
4. Streamline the Page for Fast Decision Making: Your big call to action should be immediately visible – the form, the Buy Now, the important button, whatever it is, must be clear. Visitors should notice it immediately and understand what it does without any trouble. You only have a few seconds for visitors to make up their mind, so make landing pages conducive to high-speed decisions. Are you expecting people to scroll to reach your big button? Never do that.
5. Have a Backup Plan to Decrease Bounce Rates: When it comes to organic searching, there's always a chance that visitors will click on the wrong landing page and immediately try to back out. You can avoid this by providing very clear website navigation. If the landing page menu shows the general structure of the site and links to other key sections, visitors will be more likely to click on what they do want, rather than leaving your site entirely.
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