The landing page is an essential part of any inbound marketing strategy. Whether your goal is to acquire potential customer, sell more products or collect customer data, a landing page is where all of these happen.
Attracting digital users are getting more challenging, and you need to do it the best you can to surpass your competitors. If you are trying to optimise your website to acquire more potential customers, the landing page is a great target. A highly-ranked landing page will most certainly boost your monthly traffics from potential customers; it also allows the people looking for your content to find it.
So, how do you optimise your landing page? Which sections should be changed to create the best result? BraxtonDawn will guide you on optimising landing page to most efficiently acquire customers.
Concise and optimised title text
According to data from Moz, the crucial factor in any on-page SEO is the page title. A page title is a website description displaying on your browser tabs.
Search engines usually display only first 60 digits in search results and your page title doesn’t need to be full title of your advertising content. Instead, focus on keywords and remove redundant words, as long as, the title is clear and articulate to page users.
Landing page’s URL structure
URL is the next important factor telling search engines more about page contents. Moreover, URL also tells search engines about website structure and how the landing page fits into other website contents.
Use a short URL format. Most search engines only display 65 digits of URL including your domain, and you only have a couple of dozen digits left to show if you don’t want your URL to get shortened in result pages.
Use “/” to separate definitions and phrases. Every level in your URL has its page that customers can access. For example, if you advertise an offer about acquiring potential customers via social media in 2020. The URL of the page should be something like: /lead-generation/social-media/2020-predictions/
In the above URL, you should also have a page about social media customer acquisition in:
And your most generic lead generation page in this URL:
Above examples also show you ways to integrate your landing page into other pages in your website structure. The data structure is an integral part of landing page SEO. Ensure your landing pages – and other contents on your website are well-organised, allowing search engines and users to find content that they need and content that satisfies them.
Use an appropriate heading tag that coordinate page title
There should always be an “h1” tag on your landing page. The H1 tag should concisely describe your offers and your site content/services. Never try to stuff too many keywords here, Google is smart and can quickly tell if you are trying to trick it.
It would help if you also considered using subheading, graphic and list to help your site visitors understand your offers easily and keep your content interactable.
Write an articulate and compelling meta description
Your meta description tag is not a direct ranking factor of Google. However, it helps convincing users to click to your site. The more people click, the more traffics, the higher chance search engines will take that as a signal that your site is a good result and should have a higher rank.
Therefore, when writing a meta description tag, write it for the users, highlight what benefits they will get going to your site. If you are advertising an event, tell them that they can register to join, even better, it’s FREE, only for TODAY. If you are offering an ebook? Tell them what is inside the ebook. Write the landing page meta description concisely and make it more relatable.
How can Google find your images and gallery? It’s harder for search engines to “read” visual content on websites. Many search engines find clues from filenames or alt text you provide.
File names should be short and self-descriptive, including words connected by hyphens. Alt text should describe the image content or illustration. Alt text also used by a screen-reader and is used as “alternative text” when the browser can’t load your imagery, it describes clearly images on your website, so users know what they miss.
File names and image’s alt text are also ample opportunities to include synonyms or alternatives of your target keywords (as long as they describe the imagery appropriately). They are not the type of content often shown to users. Nevertheless, they can help you increase your site ranking when users search for synonym or alternatives of your targeted keywords.
Be cautious with your form fields.
Landing pages often have forms for users to contact you or exchange for ebooks, templates, and event RSVPs. However, remember conditions are not the favourite parts in your customers' experience. A too excessive form will scare off your visitors and increase page exit rate.
Form length affects customers conversion, as well. Generally, a shorter form means more people will finish it; hence you convert more customers. However, the customers' quality increases if they are willing to fill in more fields, providing you with more insights. In conclusion, shorter forms mean more customers while longer finished forms mean higher quality customers, pick what is more important to your business.
You can’t gather insights about your site visitors without a landing page, making it impossible to understand their behaviour and market your products and services to them or determine your product fit and finally convert them. BraxtonDawn hopes these tips will help you create a high-ranking and profitable Landing page for your business.