Many website owners put in a considerable amount of time and/or money in order to drive traffic to their sites, and there are many who have quite literally mastered the art of driving massive traffic to their sites. Some of the people I’ve worked with get enough traffic to make even the most seasoned of webmaster envious. Naturally one would expect them to be making tons of sales, but quite often, that’s not the case. Many have approached me because of this. They are getting all the traffic they need, but they aren’t getting conversions.
Now I know from experience that there can be a number of reasons for this. For example, they could be getting traffic from toxic links. Toxic links are links to your site which appear on low quality sites. Quite often, questionable websites will dupe people into clicking on their links.
Your conversions could also be suffering because of your own wrongdoing. For instance, you might be purchasing and then publishing some awesome content which implies that you’re an authority on your niche, but when visitors arrive at your site, they soon discover otherwise. However, in most cases, if you are not getting conversions despite the fact that you get plenty of traffic, it is the landing pages that are to blame.
Landing Page Optimization for Lead Generation and Conversions
There is simply no questioning the fact that your landing page is your most important page, because this is where you have the opportunity to convert a visitor into a customer. If your landing page is cluttered or overloaded, you are going to lose customers. With that having been said, there are a number of other things you need to focus on as well when you optimize a landing page. These can be grouped together in 3 distinct categories:
- Identify your landing page’s key elements
- Design and/or optimize your landing page to ensure it is visitor friendly first and also search engine friendly
- Use quantitative and qualitative feedback to test your landing page
1. Key Elements to Consider/Identify
- The more navigation links you have on your landing page, the more opportunities you are giving visitors to navigate away from the page. You don’t want visitors to leave your landing page before a visitor has taken an action that you intend them to take, so keep navigation links to a minimum.
- Use a headline which is both clear AND concise – visitors should be able to take in your headline with a single glance.
- Use the space below your headline to provide the most important details regarding your product or service.
- Try to include an image or video – images and videos tend to convert more than text.
- A clear call to action should follow your product’s most important details, and you need your call to action to STAND OUT!
- Include testimonials and a list of the key benefits of your product or service. These should appear below the above mentioned elements
- Include third party verification logos if possible. People feel more comfortable buying if they know their finances and personal details will be safe. Logos such as “VeriSign” and “PayPal Buyer Protection” should appear below the bottom fold on your page. Only display verification logos which you are legally entitled to display.
2. Editing for Visitors and Search Engines
- Create a strong keyword focused Title tag
- Create a COMPELLING meta-description – the brief description which is displayed along with your title in search results.
- Make sure all written content is “scannable” – visitors should know what you are saying just by running their eyes over your content.
- Ensure your page, including all text and images, is clean and tidy – it must be easy on the eyes.
- Have plenty of good quality inbound links on other websites.
- Make sure you provide your visitors with the opportunity to share your site with others via social media.
- Ensure you have a firm but not forceful Call-to-Action.
3. Testing Your Landing Page
There are essentially two ways you can test your landing page. The first method involves creating a second page which has all the same elements, but a radically different design. You then compare the two pages against each other to see which page results in the highest number of conversions. The second method involves creating a second page which has only a few minor changes at a time, and an almost identical design. These additional pages are known as control pages, and they will allow you to analyze various aspects of your actual landing page so that you can make changes if necessary.
Your landing page is incredibly important, so getting it right is crucial, regardless of how much time and effort is required. If you feel that you don’t have the necessary skill or expertise to create a powerful landing page, then I would strongly recommend using a professional SEO agency.