Building Great Landing Pages

As you no doubt know, you can put into place the best and most effective SEO techniques to absolutely no avail if you do not also pay attention to CRO. You have drawn traffic to your website – now what? What is going to keep them there? How are you going to encourage them to complete the desired call to action, whether that is making a purchase or signing up for a newsletter? One of the best ways to boost conversion rates is to make sure you have optimised your landing pages. Here are some tips to help you do just that.

• Determine who your ideal audience is and what they want. Figuring out user intent is crucial in helping you generate quality content. Here’s what typical user intent is not: it is not to be sold to. People don’t like a hard sell – but you’re in business. If, for instance, you’re selling your accountancy services, you could write content around, “Ten Tips for Proper Taxes,” or “5 Ways to Invest for Retirement.” You are providing useful knowledge as soon as people land on your site or blog, and you are doing a soft sell at the same time.
• For those landing further along in the sales funnel, you could move towards a more direct approach, using a more typical sales-solution.
• Related to user intent is user needs. What do they want? What is the problem they have that you can help with?
• Create compelling headlines that draw in readers. Subheadings are a great addition as well.
• Create readable, usable content with bullet points, subheadings, images, and optimal use of whitespace.
• Spend time working on your call to action. Make sure it is clear what you want users to do and easy for them to do so. Clarity and brevity are the soul of wit here, so keep it all clear.

These are basic ideas to get your landing pages working more effectively and efficiently for you. A good landing page is like your face; it will encourage people to open up and trust your site, your information, and your products or services.