The Art of Crafting A High Converting Landing Page

A big step for any inbound marketer is to convert website visitors into leads. But what’s the best way to get them to convert? Landing pages, that’s what! Our 3rd part of Digital Marketers Week will show you exactly the same.

What is a Landing Page

A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form (a conversion form).

Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on. As a marketer, you need to show prospects that you understand them.

UX of Landing Page

Let’s first work on User Experience end of your landing page:

1.Mobile Experience:

Creating an exceptional, friction-free user experience demands that your landing pages are mobile responsive. Here are some quick tips:

• Remove any unnecessary page elements to keep your page short and sweet.
• Try to keep your CTA above the fold on as many devices as you can.

2. Talk about your prospect:

If you want to provide an awesome user experience, then you’ve got to deliver the right message at the right time. Your headlines and copy are the vehicle for communicating your unique value proposition and they set the tone and mood of your page.

Sub-headers should be able to stand on their own – both in terms of communicating the value proposition and making sense in isolation. Creating your landing pages copy-first will help you ensure that you’re writing copy that speaks about (and directly to) the prospect, not your business. And, don’t forget about a call to action (CTA)!

3. Don’t withhold any information:

No matter what the goal of your landing page is, you should be helping your prospects make a decision. If your landing page doesn’t give prospects all the information they need to make a decision, then they’ll get frustrated and they’ll bounce.

Tip*: Instead of overwhelming visitors with a lengthy landing page with a wall of text, you may opt for an explainer video to address some of these questions and keep the landing page design minimal. You may include live chat and a click-to-call phone number.

Optimizing Landing Page

Now as we have learnt on the UX end, let’s look at the SEO front.

1,Keywords:

Ensure that your chosen keywords are naturally threaded into your copy and are near undetectable to the average reader. It’s also good to place a core or primary keyword in the title of a page, with a secondary one placed somewhere within the opening paragraph.

2. Internal Links:

Links are great, especially inbound links from other websites. Internal links not only allow users to easily navigate your website, but for search engines, they are the pathways that help make up hierarchies, telling Google and co which pages are more important than others.

It also helps spread ranking topical relevancy throughout a website. Also, avoid links that say “click here” as this kind of information is deemed not descriptive enough by search engines.

3. Meta Descriptions:

Meta descriptions offer concise summaries of webpages. On a search engine result page (SERP) they often appear as text beneath the blue links.

Although these aren’t directly tied to search engine ranking, they provide important information to users and should be looked upon as an opportunity to advertise the purpose of a page to a user.

Tip*: Keywords don’t count in meta descriptions.

There are several things you should remember about meta descriptions:

• They should be unique and relevant for every page.
• Length should not exceed 155 characters (including spaces) if you want your snippets appear in SERP nice.
• So here′ s what you need to do: stuff your Meta description with keywords, though reasonably, and make it look like an irresistible invitation to your web page.

Implement rich snippets: Rich snippets appear if you implement a special markup, which signals to Search Engines that a certain page is about a particular item (i.e. person, place, product, video, recipe, etc.), like in the examples below:

No doubt, such search results look catchier and informative and therefore can drive more visitors to your site.

Tip*: Before publishing your web pages with schema, enter the code into the Rich Snippets Testing Tool (https://www.google.com/webmasters/tools/richsnippets). It shows the information that a Search Engine can pull from the schema code and offers a quick diagnosis of any errors.

You are now ready to build a landing page that speaks business and brings business!