When it comes to inbound marketing, a number of brands are starting to notice the growing challenge of not only capturing peoples’ attention, but holding it as well. As more people spend more of their time online, their expectations begin to shift, leading some brands to take wildly different approaches when it comes to converting leads into long-term clients and customers.
The truth is, there’s an art to crafting the perfect website, and though landing pages rank among the five most important pages for your website, they sometimes require a bit of extra optimization to help them really shine. In this article, we’ll discuss a few of the things your business can do to optimize your landing pages for maximum conversions.
Whether you’re an eCommerce retailer, software provider, or digital marketing agency, your number one goal for your landing pages should be to keep your message clear, concise, and straight to the point. You want to communicate the value of your offer, whether it’s through a set of guides, a series of webinars, or a collection of templates. You want your audience to understand that your product, software, or service provides the solution to their problems, addressing their pain points at every turn.
Think of it this way: while good marketing help will help your business look smart, great marketing will make your customers feel smart for having chosen you. It’ll tap into their emotions with great copy, and validate their visit with a positive user experience. This is especially true when it comes to advertising services, as different clients will be looking for digital marketing strategies tailored to their industries. Beauty and skincare clients will be looking for specific beauty and skincare digital marketing strategies, while B2B or SaaS clients will look towards personalized strategies of their own. In the end, the goal remains the same: capture peoples’ attention with clear copy, and convert them into customers and clients with transparent, comprehensive information. Explain exactly what they’ll get in exchange for their information, ensuring no one feels slighted or surprised along the way. Not only does this help to build trust, but it nurtures those relationships down the road as well.
When you’re a source of great content and your landing pages are optimized to boost that content, then your links act a lot like social media posts. Placed in front of the right people, they get shared again and again, driving more traffic to your site, increasing lead generation, and improving rankings on search engines along the way. After all, a majority of your landing pages’ authority is tied to how well-received your information is to off-page sources. Impress others with your content, and they link back to it consistently, improving your E-A-T score (Expertise, Authority, Trustworthiness) as well.
If you’re in the business of SEO, for instance, your link-building strategies might include links to relevant blog posts to highlight your expertise on the matter. On the same token, you’d likely craft and optimize case studies pages for conversion, highlighting your accomplishments in ROI and revenue growth for respective clients. No matter your approach, your link-building strategy would be based on giving your site a well-rounded and healthy link profile.
While it might seem like a no-brainer, testing your landing pages’ mobile-friendliness will go a long way towards maintaining your business’s perceived quality and credibility, especially given today’s mobile-first environment. While some users might prefer the desktop experience, favoring the extra information provided by desktop URLs, the optimal user experience will invariably be linked to mobile.
For this reason, ensure your landing pages’ content is optimized for text size, use of pop-ups, or check-out/form-fill experiences, as these will be different across both platforms.
Speaking of user experience, good images and quality video content can often be the difference between an average landing page and one that converts. Not only do photos and videos break up the copy on your website, adding more white space, but they’re fantastic tools for boosting engagement. Whether it’s testimonials, tutorials, or “how-to” demonstrations of your product, videos help to enhance your call to action, especially if they’re placed on your company’s YouTube channel, Instagram, or LinkedIn for added exposure. Bear in mind, however, that there are limits and best practices when it comes to adding visual elements, as you don’t want to negatively affect your website’s or landing pages’ page speeds by adding too many slow-loading or unoptimized elements.
As with your content, your call to action needs to be as clear and straightforward as possible, helping others to see the value in your page’s offers or products. This means keeping your language simple and specific, avoiding any fancy or complicated jargon that might stress or otherwise confuse users on their way through the conversion process. Looking to promote your company’s newsletter? Choose a CTA like “Sign Me Up.” Offering a free trial of your company’s software? A CTA like “Download Your Free Trial.” makes for an obvious and effective choice.
All in all, your landing pages are crucial elements of your overall website strategy, driving visitors to focus on the benefits of your company’s products and services. With the right lead generation strategy in place, you’ll not only drive more conversions, but you’ll improve your overall rankings within SERPs as well, securing more opportunities to increase revenue and nurture future client and customer relationships.
Should you have any further questions about best practices for optimizing your business’s landing pages, we’d love to help! Contact VELOX Media to learn more about how we can help you get the most from your landing pages today.