Landing Page Optimization Strategies

At its most basic, a landing page is the first page a visitor lands on when they click through to your site from an article, pay-per-click ad, press release, social networking site, or other link. Marketers use landing pages to evaluate and test various elements of their marketing campaigns, such as e-mail copy, graphic placement, micro-sites, and more.

Yet the most savvy marketers use landing pages as a way to improve their SEO results while still educating their prospects about their products and services. Once regarded as an afterthought, landing pages are actually very critical to improving organic search and overall results. In fact, experts recommend spending as much time on landing pages as you do on all the other elements to your marketing program.

Follow these proven strategies to better employ landing pages at your organization – and improve your overall results.

PLAY THE MATCH GAME

When writing landing page copy, make sure your headline matches the keywords your prospects are clicking on to find you, and then do everything you can to use relevant keywords that prospects look for when searching for your particular product or service.

It’s important not to merely guess at what keywords are right. Google, Yahoo!, and Bing all offer keyword tools to show you exactly which words and phrases your audience is using to find what you sell.

BE SPECIFIC

Landing pages are a great place to highlight specific product within your complete line of products. For example, instead of a home page about just “flowers,” you could dedicate one landing page to “roses,” one for tulips,” one for “daisies,” etc. landing Page Optimization Strategies

FOLLOW BEST PRACTICES

What’s the right approach? For best results, we’ve found that 100-300 words of copy work best, approximately half of which is a bulleted list. Lists are what a reader expects when they come to a landing page and they’re a great way to reinforce benefits and advantages quickly.

LANDING PAGE VERSUS SALES OPPORTUNITY

Some recommend driving prospects directly to a sales site. We recommend testing here and offer this general rule of thumb: If your product or service costs more than $50, use the multiple-step landing page approach. This way, you’ll quickly build a list of prospects that you can quickly begin to build a relationship with.

At 190west, our professional team is ready to work with you to generate more business with proven landing page optimization strategies. Our expert copywriters and Web designers will:

• Give you the answers and direction that you need to optimize your landing pages.

• Write Web copy and design your landing pages for peak optimization.

• Evaluate and test the effectiveness of different landing pages to achieve the optimal conversion level to sales.

• Coordinate your landing pages with outside ad sources to maximize the effectiveness of your direct response campaigns.

To learn more about how 190west can help you achieve better results, please visit hosting190west.wpengine.com/inbound-marketing or call

866.538.8196.

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