The 101 On Optimizing Your Landing Pages

Your website is a powerful resource for your business and should include landing pages. A landing page works to convert visitors into leads, while also intriguing them to learn more about your business. You want your landing pages to keep your visitors engaged with your website while also offering them a pathway across all of your different pages. Your landing page should exist to accomplish a goal, like generating leads through a sign-up form, an e-book offer, and more. Every landing page should have a clearly defined purpose. If you’re wondering how to craft a top-notch landing page that generates leads, here are a few recommendations.

Strong headlines matter

You might think of your headline as just a title, but it's not that simple. Your headline should communicate to readers what you’re offering through your page. Your landing page headline should include keywords relevant to your business and what you want to rank for. Your headline should attract the website visitor into staying for a while to see what you’re about. You want your landing page headline to captivate your attention.

Clean design

It may be tempting to overload your landing page with information, offers, and more. However, an overcluttered landing page can confuse your website visitors, leading them to bounce from your page to another website, such as a competitor’s page with similar content but a more digestible design.

Clean design on your landing page can help you appear more trustworthy and credible to your visitors. We’ve all come across an awful website, and often what makes these “bad websites” is typically too much clutter on the page. Think about Forbes.com, do you think they’d get so much traffic with poor website design?  

Powerful content

When building your website, you’ll need to include content across your different pages. Content is king, and powerful in-depth content can captivate the attention of your audience and encourage people to explore other pages on your website. The copy on your landing page should demonstrate the problem your product aims to solve and defines your offer. However, this doesn’t mean filling the page with more information than your reader can handle. 

Instead, keep your content concise but clear. Every word on your copy counts, so it should be just enough to define your offer and not too much that you’re rambling. You can also bring a more authoritative voice to your content by partnering with influencers in your niche who can serve as brand ambassadors for your products. 

Provide a clear incentive

What incentive are you providing your website visitors who come across your landing pages? If you don’t offer some sort of incentive to dive deeper into your business, how can you expect them to convert? 

Incentivizing your website visitors to click on your offer can help improve the success of your landing page. You want your landing pages to create desirability so that your visitors sign up. Whatever your converting action is, whether it be setting up an appointment with a sales representative or joining to receive access to an e-book, you want to provide your readers with the motivation to learn more about your products or services. You can also include a sign-up form right before your visitor bounces off your page as opposed to when they first land on your page. This can help you keep people on your website longer and encourage readers to interact with the page. 

Call to action

Your call to action may be one of the most impactful aspects of your landing page. Your call to action can come in the form of a button, a sign-up form, and more. Your call to action acts as a bright neon sign to readers letting them know what to do next. Without a clear call to action, your readers might not have a clue of what your offer is. Without clear steps on what to do next, they might bounce off your page without performing the converting action. 

A powerful call to action is action-oriented, so tell your readers what their next step is after viewing your landing page. 

Keep your important information at the top

You want to keep your website visitor's eyes on the prize. Studies have shown that most users focus on the top portion of a page and tend to bounce off a page before scrolling through the entire thing. This is why you want to keep your most important information above what’s known as the fold. 

Simple landing pages work better and lead to more conversions, so keeping it short and sweet can allow you the space to put your more important information at the top of the page. Your call to action and overarching message should be at the top of a page while reminding readers about your offer throughout your content. This helps keep your conversion at the top of your readers’ minds and provides them with clear instructions should they convert. 

Include contact information

Lastly, while a call to action is essential to any landing page, you’ll also want to be sure you’re providing your visitors with a way to contact you. Your landing pages help to promote a converting action and if your visitors don’t see a way to get in touch with your business, you’re losing out on potential customers. 

In addition to your contact information, you should include links to other resources like your frequently asked questions page. Depending on what you’re goal is for your landing page, you can choose to enclose your sales team phone number, an email address for your customer service team, or a phone line to your office. Consider including your contact information around your call to action or in the pop-up form that populates right when a visitor is ready to bounce off of your website. 

Final Word

Landing pages are great tools for your business, providing a way to learn more about you. To keep your bounce rate low, you’ll want to follow some of the guidelines we’ve provided above. And remember, you can always test out different pages to see what performs well for your business’s website.