Creating effective landing pages requires certain skills and creativity. Learn easy-to-follow steps to create killer SEO-friendly landing pages.
After talking to many clients who have great SEO and pay-per-click(PPC) management teams, I see that simple stuff on website optimization is still often ignored to a great extent.
You may spend a lot of money on getting top Google positions (either with SEO efforts or paid ads), but it won’t necessarily bring you what you really need: sales.
So what are the simple things you can have fixed even by the end of this week?
Technical Website Audit
Building a house, you think how practical, warm, and strong it would be. Design and interior are often secondary. With a website, it’s very similar – first you create good technical foundation (choosing a domain name, hosting provider, CMS, etc.) and then you work out the design.
However, houses are very hard to rebuild. And expensive, as well. Fortunately, with websites it’s times easier. Armed with some usable SEO tools (like SEO Quake), you will be able to identify and fix the most common issues related to:
• Broken links
• HTML code errors
• Duplicate content
• 404 and other server response code errors
• Not indexed webpages
• Missing or too long titles and meta description
• and other
When you address these issues and fix them timely, you make your website more open for search engines, which is a good start of your SEO campaign.
Landing Page Content: to SEO or not to SEO?
If you are in online marketing, you frequently face the challenge of content optimization. Say, you have enough keywords to put in your content, but you always fear “overdoing.” If so, then focus on some key moments first:
• A clear message: from title to call-to-action, stick to your message and express it clearly and persuasively
• An ad copy = a bigger landing page copy: if you mainly get paid traffic (e.g. Google AdWords), make your landing page similar to the ad copy/banner message. Then your visitors will feel they got to the “right” place.
• You instead of we/I: don’t talk about yourself (or don’t do that often), your visitors are pressed for time and all they need is quickly understand how useful your blog/product/service/book might be.
• One call-to-action: choice is perfect, but it takes more time to decide and can delay desired conversions. State a single call-to-action per landing page, but make it really strong.
• Cut the long story short: whenever you need to talk about a lot of things (benefits, reasons, features, examples), be precise and organize your content into easy-to-perceive blocks. You can make use of lists, charts, schemes, tables, etc. to save some page space.
Make sure your landing page content is constructed in accordance with these simple points. Now add your keywords to page title, H1-H2 titles, first paragraph, underlined/bolded text, a hyperlink, and an ALT attribute of pictures.
Landing Page Design
Regarding the visual layout of your landing page, I’d recommend
• Keeping it clean and tidy. The fewer elements, the better. Do not distract users from completing the action.
• Using visuals, but when they are quality ones. Crappy videos will only disappoint users, especially those on slow Internet connections.
• Always testing your design. Sometimes, changing small things has huge impact on your conversion rate. I’ve recently posted an article on a/b testing with some interesting case studies.
Google Analytics and some other tools (e.g. ClickTale) help estimate how effective your current design is.
Now, schedule your landing page optimization process and get down to work. With some diligence and good tools, you won’t find it too complicated to make a kick-butt SEO-friendly landing page.