Creating a Landing Page That Converts
When it comes to generating more sales for your business, how do you convert casual visitors into customers?
How do you make sure that your website has the right features to maximize your sales output/numbers and generate ROI?
Well-designed landing pages can be a vital tool in attracting new customers, converting their initial excitement into sales, and if all goes well, repeat clients. Check out the following guidelines to help you craft an impactful landing page that stands out from the deluge of SEO-driven commercial ads.
Optimize Your Landing Page
Landing pages are sections of your website that live separately from the main site, where your customers “land,” in order to showcase one targeted focus or point that you want to drive home. Whether your goal is related to capturing email addresses and information, promoting a product, offering a discount, inviting people to an event, or any number of other business targets, landing pages – when properly utilized – direct users to your call-to-action (CTA).
While putting valuable and useful content on the actual page is paramount, it is important that you first set up your landing page with the metadata and SEO that will increase the right kind of traffic to your site. If you have a wonderful website, but no one ever sees it because Google is not directing search results to your business, you will never achieve the ROI you’re seeking.
How do you fix that?
Generate Quality Traffic to Your Landing Page
Frame your metadata around SEO and long-tail keywords
One of the backbones of marketing in this digital age is generating SEO (Search Engine Optimization), the attempt to optimize or format your website so that the quantity and quality of traffic increases, thereby providing a competitive advantage, boosting sales and maximizing conversions.
Metadata, or more specifically metatags, are HTML tags on the backend of websites that store information about the web page but are not displayed on the browser itself. The title and basic description of the page, including keywords relevant to the page are included as metatags, which search engines use in order to filter results and index web pages, delivering content matched to user queries online. These results are known as search engine results pages (SERP).
Metatags include both metatitles and metadescriptions, which play an important role in delivering a visitor’s first impression of your landing page content. Metadescriptions are the small subtexts that pop up under SERPs. These provide general descriptions of the content of each landing page. If you write compelling metadescriptions that accurately describe your content using specific keywords, your landing page will get quality clicks from users seeking your specific content, increasing conversions.
The following is an example of a metatitle and metadescription. Note that each employs a short and keyword-focused, direct approach.
When you don’t include metadescriptions, it leaves you at a serious disadvantage, as viewers have no real idea about your page’s content or reliability.
So, if you are a consumer looking for skin care solutions, typing the question “What skin care is best for me?” into a search engine will yield SERPs with keywords directly matching that question. These include both paid results and organic, or unpaid, search results matching a user’s words.
Is writing that exact phrase or the keywords “skin care” in your metatag enough to connect your brand with an eager customer? Of the 794,000,000 results that Google delivered, would yours be the first search result?
If money is no object for you, then sure. But not if your startup skin care company is trying to compete in organic searches with the likes of Tata, Clinique, or Ulta.
How will you stand out in such a huge result pool? In order to increase organic search traffic when designing your landing page, you should factor in more specific phrases, or long-tail keywords that come up online in order to corner that specific market.
While it may seem counterintuitive to make your metatags or text more specifically focused on generating what seem like arbitrary search results, the bulk of searches are not comprised of the most popular terms, but rather of long-tail keywords. Just think about the last question you asked Siri or Alexa.
Using long-tail keywords to generate organic search results
Long-tail keywords are longer keywords with more specific phrases used frequently by visitors close to a point-of-purchase when browsing online or using voice search tools.
You would think that by using shorter keywords, it would be easier to match search results, but with popular search terms, competition is incredibly intense and your ROIs will be low. In order to really get attention on your page in a search results list, you’d have to pay more money to companies like Google to compete with the giant companies out there.
Also, bear in mind that with long-tail keywords, you may bring in less traffic, in terms of quantity, but the ROI will be much higher, as the visitors to your website will be more specifically focused on products like yours, since already close to a point-of-purchase.
You can use programs like Google suggest, Google Ads, or Wordstream’s Keyword Tool to explore current search popularity. This will guide you towards the right metatag and long-tail keyword angles for your individual landing page.
Google’s Related Searches can also help you find quality long-tail keywords related to your business.
Don’t forget to also use these long-tail keywords in the content of your page too.
Be selective with links on your landing page
As we mentioned before, SEO is vital to ensure that your website gets the exposure necessary to draw visitors to your website and to generate conversions. When considering what content to include, focus on the quality and amount of links on your landing page.
Including defunct or excessive external links on your landing page tells search engines that your website might be fake. Additionally, adding too many external links on a page increases the chances that traffic will lead away from your page and your CTA.
Feature one H1 heading on your landing page
Search engines like Google process the information on your landing page and view main headings, or H1 tags, as the main topics covered in your content. If there is no H1 tag on your site, the search engine is missing information, but if there are too many H1 tags, it is equally confusing.
So, when including content on your landing page, include only one H1 tag. Consider making your subheadings an H2 or H3 tag instead.
Capturing and Keeping Visitor Attention on Target
Quickly deliver a good first impression
Bold and catchy headlines will instantly capture attention. Setting up that first glance that piques interest and generates curiosity is integral to achieving your objectives. If your website is too clunky and hard to follow, you will lose new visitors faster than good content will keep them. By creating a streamlined, functional web page where users can find information quickly and efficiently, you increase viewers’ time on your site and the likelihood that it will convert.
First impressions are really important, so make sure you take the time to structure your website around creating a good one.
Organize, organize, organize
When someone clicks on your landing page, it should be easy to find the information they are seeking. An easy way to achieve this is to add simple headlines that direct guests to pertinent information you deem important on this page. Subheadings are also a proven method for helping visitors navigate your content.
Target your headings and subheadings around long-tail keywords, so visitors can locate the information quickly and efficiently. And don’t be afraid to use bullets or clear patterns, so users can travel the page with ease.
Add some visual content that captivates (videos)
By adding multimedia elements like videos to your landing page, you can definitely increase traffic to your landing page. According to Wordstream, using videos on landing pages can increase conversions by more than 80%. However, make sure to do so selectively, so you do not take away from the main focus. Also, bear in mind that attention spans are not long, so make sure your video can get to the point in a reasonable amount of time.
Carefully selecting quality, relevant graphics and images will help your landing page stand out from the competition. However, too many stimuli can draw the viewer’s eye away from the page’s content or CTA button.
If you include images in your landing page, don’t forget to add alt text, or information about the image that search engines can read, as they cannot read images. In order to optimize alt text, ensure that it is a clear and detailed description fewer than 125 characters. Including alt text will make your content accessible for different kinds of viewers.
A/B testing the colors and page placement of these features can help you determine the best move for your unique landing page.
Decide on the objective for your landing page
Are you trying to achieve too many things at once? Have you decided the business goal for each particular landing page? By designing your website from the goal backwards, it allows you to ensure your content matches your target.
Some designers, in trying to add lots of fancy, colorful graphics to set their websites apart from the competition, also create more distractions. Make sure that you don’t lose visitors’ attention and that all roads lead to your single objective.
Focus and streamline your landing page
While it may seem strange to recommend not adding lots of extras to a landing page, it is actually much more logical than you might think. That is not to say to avoid visuals, as adding an engaging multimedia element will capture and engage visitor attention. There is a limit though.
How will you know? Using A/B testing can help you evaluate which decisions generate the most results, including color schemes, image location, form placement, and many others.
If the goal of your landing page is to direct customers to complete an action at the bottom of the page, then adding too many links in the header, footer, or sides of the landing page can often lead traffic away from your objective. You will garner more conversions this way. If your long-tail keywords brought visitors to your site that are interested in what you are conveying, this will streamline their vision, funneling them to your CTA.
Converting Visitors to Customers
Long-tail keywords with actual answers
Eye-catching headlines, phenomenal SEO, wonderful graphics… but if your landing page still does not provide the answers that viewers are seeking, not only will you lose their attention, you will also lose their respect for your site. If your metadata and landing page promises something, your content should deliver accordingly.
By establishing a reputation for your business as a company that consistently delivers on customer expectations, you will continue to generate quality traffic and sales.
By knowing your customers, you can be sure to emphasize the priorities important to them. This could mean emphasizing the value of your provided service over the cost. If cost is the main driving factor, then low price or discounts might be a better tactic to motivate visitors to click on your CTA.
Create an eye-catching CTA
The main focus of your entire landing page is your call-to-action, where the actual conversion happens. This could be to sign up for a service, buy a product, submit information, or any number of items.
Don’t be afraid to be specific. If you expect customers to do something, be clear.
Ensure that your CTA button or link is easy to locate, so that visitors do not have to actively search for it. Reduce the chances that they will overlook it on your page by choosing colors that highlight it on your page.
Don’t be afraid to change the language on the actual CTA button or link to reflect more appealing lures. Some have found that natural language does better here than prefabricated lines like “Sign Up Now.”
Make sure that when visitors actually complete the task you have set out for them, this should generate a Thank You page or pop-up, showing your appreciation for their action. It is important to validate the customer and make them feel understood. You can even pair this with discounts on a future purchase.
- It is much easier to see on a streamlined page, if you’ve reduced your links to a few target items that help drive your point home.
- If you want to make your CTA a little more visually appealing, it can even be embedded in a video.
Ensure that any e-commerce is secure
Identity theft has become a huge issue for many cardholders in an evolving omnichannel world. When purchasing on a website, consumers want to know that their financial and personal information is safe. Ensuring that your website aligns with security expectations will take your website one step further than the competition.
Use an e-commerce hosting site like Shopify or KCart with a 24/7 operational web host with a good backup service, in case you ever need to restore it. You can also purchase an SSL certificate from a recognized vendor and move your website to HTTPS. This creates a secure link for users between their browsers and your servers to prevent security hacks. Bonus: it will help Google to give you a higher SERP ranking.
It is also important that you avoid storing sensitive data like credit card information on your website. To avoid this, you can use processes like Tokenization, which substitutes customer information for “tokens” or unique identification data online, reducing risks and providing more peace of mind for your buyers.
Make your site mobile-friendly
Today’s world is a digital one in which most people access the internet – and all things – via their smartphones. You’ve done all of this work to get the interested customer to you only to lose them. How? Your website does not function well on a mobile interface.
This is one huge mistake that many sites do not consider when creating a strong, engaging landing page that converts. Instead, give website visitors access to all that your landing page has to offer from anywhere in the world, whether in front of a computer screen, or most likely, on a mobile phone. If your website can’t operate in the smartphone age, you will quickly be left behind.
From smartphones to voice search, current trends are easier to keep up with than you might think.
Keeping track of your CRO
It is fair to assume that keeping ahead of SEO will continue to be a challenge, as marketing evolves to surpass each competitor’s latest digital trend. How will you know which strategies can help your business generate more sales?
Educate yourself on the different tools available to measure conversion rates. Try different strategies to determine the appropriate route and trends for your specific industry and business model. A/B testing and other rate calculators can help in learning which elements make the most sense for your landing page.
After you have done all of this work, you will still need to keep your content current and on trend. You can do this with the help of a number of the aforementioned useful tools and strategies that make generating and maintaining quality traffic to your landing pages consistent.
Ultimately, don’t be afraid to test out different landing page styles, so you can locate the right colors, layout, and CTA button that work best to drive conversions on your landing page.
For more tips on how to build a successful website, visit "10 Crucial Elements Every Website Should Have."