Posted by Steve Parker, Jr. (@sparkerjr)
Landing pages can be instrumental in driving leads and sales for your business. It is important that you take into consideration all paid search and SEO tactics in order to implement the most relevant and informative pages possible. Listed here are 5 tips for improving your landing pages:
1. Aesthetically-Pleasing Design
Your landing page can be your customer’s first impression, which means the design needs to be inviting, colorful and easily-navigable. Links and actions should be powerful (and limited to the most important) and above the fold. If the landing page is designed to generate new customers, have a clear contact form. Do not clutter your landing pages with secondary information.
2. Mobile Optimization
This is becoming increasingly more important as many connected consumers are using their mobile devices to search for information. Your landing page call to action buttons should be larger to accommodate smaller screens and generally be free of cluttered automated videos or ads–anything that can disrupt the user’s experience. Mobile optimization is key; if you do it right now, you will not have to adjust later.
3. Implement SEO Strategy
In order to make your landing pages most relevant, use SEO best practices. If you’re a multi-location business, for instance, consider building out landing pages that are customized for a certain location. This also looks professional and inviting to the user. Google will recognize targeted landing pages (by location, subject, keywords, etc.) as highly-relevant content, which will help improve your quality score and ad rank.
4. Generate Complementary Ad Text
It is very important to your quality score that your ad text also reflect your landing page’s content. If you have one landing page for 50 locations or 4 different services, for example, your quality score could suffer. Highly relevant content in the ad matched with the content of the landing page should always yield the best results.
5. Generate User-Centric Copy
Make sure that your landing page is centered around the user. Give the user a reason to complete a contact form or request information. What can the user expect from giving you his/her information? What’s in it for them? Why should they choose you? Answer all of these questions clearly and marry it with a unique design. Then you will have a landing page experience that performs well.