Optimizing Your Landing Pages Strategy

Landing Pages

From there, the next step is to build a simple spreadsheet with your targeted keywords in the first column, one keyword per row of the spreadsheet.

In the next column of the spreadsheet, go ahead and list the page on your website that should be the preferred landing page for someone who searches on that term.

Imagine that you sell birdhouses, for example. An important keyword for you might be “brass birdhouses,” in which the landing page for that term might be your category page for brass birdhouses. The term “cedar birdhouses,” by contrast, would be targeted to your category page for cedar birdhouses.

A more particular search like “small barn wood birdhouse” might target a particular product page that closely fits that description. Likewise, a branded search for a particular product (“Dunwood Classic Redwood Birdhouse”) should target that particular product page.

One implication of this exercise might be the discovery that a term that you think is important doesn’t have an appropriate landing page on your site. For example, imagine that your birdhouse web store currently only categorizes products by the materials from which they are made.

Nonetheless, imagine that you’re interested in targeting visitors who search according to the size of birdhouses (e.g. “large birdhouse,” or “small birdhouse”). In that case, you should consider creating a new set of product categories that correspond to the keywords that you care about. In addition to the value in terms of SEO, presenting your products in terms of the categories that consumers are considering can really influence conversion rates and time-on-site.

Another possible outcome of building this spreadsheet that might surprise you is that you find that you’re almost always targeting the home page of the site. Although it is tempting to want visitors to always come through the front door, the truth is that landing on a relevant interior page on the site is going to be more effective as a selling tool for many, many searches.

It’s also easier to optimize an interior page for a particular longer-tail search term compared to trying to optimize the home page for every term you care about. And optimizing interior pages on various related long-term search terms will have the added benefit of potentially raising the overall visibility of higher-level pages on broader term searches.

Are you a business owner thriving in the competitive world of online marketing? Are you an employee being bombarded with questions as why the online sales are diminishing?

If you are thinking of strengthening not only your company’s online presence but its sales as well, then take a moment to review your site’s landing page. This might be the only thing you need to attend to.
Before you head on with the details of improving your site, you have to familiarize yourself with what a landing page is.

A landing page is where you bring your visitors when they click your link from ads, search results and other web pages linking to you. Typically, if your goal is to sell your services, increase the number of subscriptions or cause the visitors to download your products, then you have to bring them to a page that will convince them to avail of such. Otherwise, you will be throwing your only chance of sales from a new visitor.

So how do you optimize your landing page?

Determine site barriers: You should determine your site’s ability to keep up with the fast-paced lives of your visitors. To be able to do this, check your page from different browsers and devices to see whether there are barriers that limit your online visitors. Be sure that your site is mobile responsive and loads all the site details in a snap.

De-clutter your page: No one would like to continue browsing a page with too much clutter. Every element in your landing page speaks something about you and your services. Determine which among these elements are important and eliminate those that are not.

If you are not sure of which to keep, here’s a list of the most important details on your landing page: An engaging headline, a short description of your services, feedback from satisfied customers, an image or video about you and what you offer.

Check if your page has a fold: A fold creates a cut on your page from a typical browser resolution. Ensure that all the necessary items to deliver a number of conversions are above the fold. This way, if the visitor opts not to scroll down further, you are sure that you have relayed the message you want to speak of in the first part of your site.

Be consistent with your content: Narrow your focus, strengthen your voice and eliminate blabbering of things that sidetrack your visitors from your main point. Providing a consistent experience to your visitors from the ad they clicked to the landing page and all throughout your website will intensify the message you want to relay. Having understood this, your visitors will most likely purchase what you are offering.

If tinkering with your website’s codes seems too overwhelming for you, you can also try using landing page software which is a lot cheaper than hiring professional services. By carefully crafting your landing page according to specific needs of your target market, you will be sure to notice drastic changes in your conversions in a small span of time.