Top 15 Landing Page Optimisation Tips for SEM Lead Conversion

In the last edition of our newsletter, we talked about the nine essential things to consider before embarking on your landing page project. Today, we continue this series by sharing 15 tips for landing page optimisation from our Ultimate Guide to Landing Page Optimisation, which you may want to read for more in-depth knowledge and case studies!

1. Create Eye-Catching Headlines

A compelling headline is your first chance to capture attention. Think of it as a bold newspaper headline that makes passers-by stop and read. Ensure it's clear, noticeable, and at the top of your page.

2. Know Your Target Audience and Match Their Search Intent

Tailor your landing pages for different customer segments to optimize your marketing. Separate pages for each segment allow for precise tracking and a better understanding of what works best for each audience. Advanced targeting can streamline this by dynamically changing content based on visitor type.

3. Simplify Your Landing Page Design and Enhance The User Experience

You don't have to overload your landing page—a simple, focused landing page, can be highly effective. Avoid clutter and distractions—your goal is to direct attention to a single call to action. Regularly review and refine your page to ensure it remains clear and engaging.

4. Demonstrate Credibility and Trustworthiness

Building trust is crucial. Include customer logos, partner logos, testimonials, reviews, and awards on your landing page. Highlighting endorsements and using security badges can significantly boost your credibility. Remember to always seek permission before using customer quotes publicly.

5. Include Relevant Videos/Multimedia

High-quality videos and images can enhance engagement. Videos are easier to consume than text and can hold visitors' attention longer. However, always ensure the quality is high and the content is relevant and valuable.

6. Create Compelling and Straightforward CTAs

Your call to action (CTA) should be clear, noticeable, and compelling. Use whitespace effectively, ensure high contrast, and keep the CTA above the fold. For long pages, repeat the CTA at intervals. Experiment with different designs and texts to find what works best for your audience.

7. Conduct Regular A/B Tests

Testing different elements of your landing page can provide valuable insights. Use A/B testing to compare different headlines, images, and CTAs. Tools like Smart Traffic can automate testing and optimise performance, resulting in higher conversion rates.

8. Track, Monitor, and Report User Behaviour

Accurate metrics are essential for success. Use tools like Google Analytics to track conversion rates, bounce rates, and user behaviour. Regular reporting helps refine your strategy and improve future campaigns. Qualitative data, such as customer feedback, is also invaluable for continuous improvement.

9. Enhance the Confirmation or Thank You Page with Added Value

Offer additional value on your thank you page, such as useful links or downloadable content, to encourage further engagement and data collection. This can leave a positive impression and provide extra marketing opportunities.

10. Maintain Focus on Your Campaign Objective

Understand the business objective and role of your landing page within your overall marketing strategy. Each decision should be guided by this context to ensure alignment with your goals and effectiveness in solving the targeted problem.

11. Develop Efficient Forms for Optimal Performance

Ever wanted to sign up or buy something, but got put off by the seemingly endless number of forms you had to fill? It's the same! Minimise form fields to reduce bounce rates and enhance user experience. Clear, simple, and visually appealing forms with big, noticeable buttons can significantly improve conversion rates. Make benefits and rewards obvious to motivate form completion.

12. Boost Organic Traffic via Landing Page SEO Strategies

Optimise your landing pages for search engines by using clear text headlines and proper HTML tags. However, be sure to balance the need for SEO with the need to convert visitors so your pages is both informative and focused on the primary call to action.

13. Avoiding Pitfalls in Landing Page Creation

Keep your landing pages concise, honest, and user-friendly. Avoid unnecessary forms, provide clear opt-out options, and anticipate visitor questions. Clear communication and a straightforward user experience are key to avoiding frustration and increasing conversions.

14. Test Before Publishing Your Landing Page

Use a checklist to ensure your landing page meets all requirements before going live. Conduct usability testing, review design, and correct any errors.

15. Analyse Your Success After Your Landing Page Campaign Ends

A landing page isn't a one-off thing that you can dump as soon as your campaign is over. After your campaign has concluded, conduct a post-mortem to analyse its success and areas for improvement. Seasonal campaigns can benefit from ongoing SEO value, so consider leaving pages live or making them more generic if the campaign is time-sensitive. Better yet, why not run another SEM campaign?

Create a Winning Landing Page with Verz Design

At Verz Design, we've been creating websites and landing pages for over 15 years, so we're more than familiar with the recipe for a conversion-driven landing page. Beyond landing page creation, we're also able to anlayse the performance of your page and run the right ad campaign to direct visitors there.

Interested in creating a high-converting landing page, or looking to optimise the performance of your existing page? Contact us for a free strategy session and we'll tell you how you can bring in more customers!