Welcome to Part 2 of our Effective Landing Pages series! As mentioned in the part 1, Search Engine Optimisation (SEO) and Pay per click (PPC) are extremely important to get your target audience on your page. The real question is what happens now that they are there?
The first four things that you should take into consideration when creating your landing page are:
- Content
- Call-to-action
- Design Layout
- Solid Internal Linking
These four factors are absolutely important in turning your page/website into a highly functional lead-generation and sales machine. Here are four more winning tips that are sure to help you further optimise your landing page(s)!
Credibility Indicators
In order to maximise the conversion rate of your page, the first thing you must do is build trust with your visitors. Instead of focusing on “sales” content, think about promoting the credibility of your business by including non-direct indicators that will push all the right buttons at the right time.
It’s really simple. Place logos of clients or partners that you have worked with, information of buyer’s ratings or client testimonials, and include social signals (Google Plus, Facebook, LinkedIn, etc.).
Remove Unnecessary Page Elements
If you want to create a successful SEO campaign and increase the conversion rate optimisation (CRO) of your website, it is important to have dynamic conversion content, interesting images, call-to-actions and so on.
However you must conduct an audit to see which of these are cluttering up the visitor’s path. More often than not, when a business tries to stuff too many elements on one page, it will only confuse the visitor and could deter them from reaching the end of your sales funnel.
Try not to over-stuff the page with secondary and tertiary conversion elements. For example, instead of placing 10 call-to-actions at the bottom of your page, try to filter it down to the 5 most important ones that your visitors are most likely to click-on.
Page Load Speed
Put yourself in your visitor’s shoes, if the page doesn’t load quickly enough, you would most probably leave and search for other options (i.e. your competitors’). In fact, the load speed will affect both SEO and conversion rates.
The loading time of your website/page(s) are monitored by Google and factored in to their Quality Score.
“How we calculate Quality Score. The quality of your landing page: How relevant, transparent and easy-to-navigate your page is.”
For those who are experiencing this problem, perhaps it’s time to find ways to increase load speed.
Regularly Conduct Reviews and Tests
When you have all the landing page essentials in place, then it’s important that you keep testing and improving your page. Search Engine Optimisation and Conversion Rate Optimisation are always evolving and it has to be constantly updated to adapt to the latest practices. Regularly run A/B tests to evaluate the effectiveness of your landing page.
Always remember to factor in all of the 8 tips that we have mentioned in our two-part series:
- Content
- Call-to-action
- Design Layout
- Solid Internal Linking
- Credibility Indicators
- Remove Unnecessary Page Elements
- Page Load Speed
- Regularly Conduct Reviews and Tests
Once you have all the 8 elements needed to create Effective Landing Pages that Convert, you will start to see a difference in your SEO and CRO efforts, which will lead to an increase in your revenue and help you get ahead of your competitors!
