Landing Page Optimization

You can increase conversions by creating specific landing pages on your website targeting the specific search terms your prospects are searching on (instead of always directing visitors to come to your home page or various website pages first). By making specific landing pages for each term your prospects searched to find you, you will increase conversion rates, enhance your visitors’ experience, and generate greater ROI. Landing pages are great to test in paid search against the alternative of sending them to a page on the main site. By having a more targeted page that removes distracting navigation elements and links, and that has one primary call to action (or very clearly defined action items), you can keep people focused on the desired action rather than surfing your site.

11 Key Features of an Effective Landing Page

1. A compelling and benefit-oriented headline
2. Sub-headline
3. A brief description of what is being offered, usually with benefit-oriented bullet points
4. At least one supporting image or short video
5. Call to action such as a form or an action button. Keep the form very short and offer something of value, like an ebook or white paper, in exchange for the visitor’s contact information.
6. Trust and security items, such as testimonials, customer logos, or security badges
7. Remove or limit extra navigation
8. Keep the objective simple and clear, as complexity increases friction and visitor anxiety
9. Ensure the messaging matches the “scent” throughout the entire conversion path. In other words, say the same exact thing in the ad, the headline, and throughout the checkout process (if there is a shopping cart).
10. Create lots of landing pages, because having a page for very specific topics makes users feel the page is exactly what they were looking for.
11. Make your unique value proposition (UVP) very clear

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