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January 3, 2013

Optimizing Your Landing Pages for Increased Success

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Your landing page is critical when it comes to your business’ success. It is important that your landing page has the most up-to-date and appropriate information possible. It is important to assess its effectiveness and improve content periodically.

Using Content Sparingly on Your Landing Page

It is not a good idea to make your landing page too content-heavy because it may overwhelm (or even intimidate) your visitors. You should try to make your paragraphs short and make sure the language you use is clear and concise and gets right to the point of telling your visitors about your business as well as communicating what you can do for them.

The Advantage of Putting Your Form on Your Landing Page

The landing page is an extremely important element when it comes to attracting online traffic. Your landing page should contain an accurate description of what you do and what you represent. It should also contain a call-to-action, in which you need to tell your visitors exactly what you want them to do. Landing pages often contain forms that you want your visitors to complete. You may have a better chance of getting your visitors to complete your form if you put it on the landing page itself as opposed to providing a link on your landing page that leads to the form.

Making Your Form as Simple as Possible

The simpler that you make your form, the better your chances will be of getting your visitors to complete it. As you are looking at your form and considering how you might be able to reduce the number of fields you have, you need to identify which information must stay (name, e-mail address, and/or phone number) in your form and which information can be eliminated. Make sure the data you do sacrifice is not going to cause you to lose out on people who could have become loyal customers. Of course, the positive results you will gain are that your visitors will view you in a positive light because you have not annoyed them with a long, tedious form to complete.

Clear and Concise Headlines

Your headlines will either attract the attention of your readers or not. The headline, of course, is the first thing your visitor is going to read. It is critical you make it abundantly clear what your business is all about and your headline must include some message about how you plan to help your visitors to solve their problems. If your headlines are not well written, your customers will leave your website and most likely won’t be inclined to return.

Perfect Grammar

When content contains grammatical errors, spelling errors, awkward language, etc., it says a great deal about the writer (or the business owner). It says the person doesn’t pay attention to details, that he or she is careless and doesn’t care about the quality of the work he or she produces. That is not the image you want to portray to your existing and prospective clients.

Building Trust

Trust is a critical element when it comes to your business and one of the places where trust comes into play in a big way is on the landing page. Some of the ways in which you can build trust are with testimonials, security and trust certification, seals of approval, etc. The more your visitors trust you, the more inclined they will be to eventually buy from you. It is a simple fact.

Conclusion

As was discussed earlier, remember it is important to periodically examine your landing page and continue to ask yourself if it is still working as well for your business as it did when you first created it. If the answer is truly “yes,” you are in good shape. However, if the answer is “no,” you need to revisit what you have and try to come up with ways to really make it buzz again.


Michael Cohn is the founder and chief technology officer (CTO) of CompuKol Communications. He has more than 25 years of experience in IT and web technologies. We are pleased to provide you with the insightful comments contained herein. For a free assessment of your online presence, let’s have coffee.

5 Responses to “Optimizing Your Landing Pages for Increased Success

    We agree about complex landing pages and the need for a clear call to action. However it can be difficult not to oversell – the desire to tell prospective customers about your entire product offering can be overwhelming!

    avatar Krista says:

    In the marketing world a good landing page is crucial, but it is equally important to make sure the data that you collect is valuable because you want to be able to reconnect with the person of interest!

    I just put a form on my website after consider so many articles about SEO talking about it. Until now a little more people are contacting us. I think it helps.

    Landing pages for PPC based advertising can benefit from being optimised, 1) so that the content is as relevant to the ad as possible 2) so that content has as higher relevancy as possible to increase quality scores of your ads and campaigns and 3) so that visitors land on a page that is directly linked to the ad they clicked, hopefully resulting in increased conversions.

    avatar Hendry says:

    Landing pages for PPC based advertising can benefit from being optimised

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