Here’s the scenario: A person wants a solution to some pressing matter in her life, so she goes to an Internet search engine to find an answer. She types some words that best describe what she’s looking for into the search box and clicks “Search.” The next thing she sees is what is called the Search Engine Results Page (SERP), which lists links to pages the search engine believes will help answer her question. Among those listings is one of YOUR site’s pages. She clicks on the link to your page.
Question: How will your website guest be greeted once she gets there?
Sam Walton emphasized the importance of the door greeter, and until recently, every Wal-Mart customer was welcomed at the door. Greeters play an important role in many places people visit, from churches to business, so why not carry this out on our websites?
In case you’re wondering what this has to do with search engine optimization (it is SEO Saturday, after all), it is relevant because your page was optimized well enough to display in the list of pages that will hopefully answer her question. The problem with many landing pages, though, is that site owners often place more emphasis on getting their pages ranked rather than actually welcoming the person who clicks through to the page.
While Landing Page Optimization (LPO) is important, what is really important is taking good care of the visitors that come to your site as a result of your Landing Page Optimization efforts.
When a person lands on your web page, never forget that she is ONE click away from returning to the search engine results page.
Remember, when a person clicks through to your site from a search engine, they are tentatively stepping their front foot onto your site (like dipping a toe into the water), but their rear foot is firmly planted back on the SERP. Your landing page’s purpose is to give them reason to bring that other foot forward and place both feet firmly into your website.
So, let’s back up for a minute and go through the three questions every landing page should answer – and, if these are answered well, your site visitor will have a happy experience on your site, which will likely increase the conversion rate of your landing page.
Three questions every landing page should answer:
- Where am I at?
- What can I do here?
- Why should I do it HERE?
Where am I at?
The first question, “Where am I at?” (or “Where am I?” if ending the question with a preposition bothers you) should be answered instantly through the branding on your page – header, logo, page title, etc. It sounds simple, but you’d be amazed at how many websites fail at this. And some sites attempt to hide who they are by removing all evidence of who they are on their landing pages. Reminds me of the way Amway reps used to try to sneak into people’s homes.
The point is to make the person comfortable, which means you must be trustworthy.
Your best tool to put the visitor at ease is through the use of an effective headline. They are probably not as concerned with who YOU are as they are with whether or not the content on this particular page will help them. The headline should concisely share the main benefit or “value proposition” of your product/service.
After your headline, provide a paragraph or two that shares the story of how your product/service is beneficial. This should be some of your best writing – concise, clear, and compelling. Follow that content with some bullet points that summarize the benefits your product or service or free report (if this is a lead capture page) will provide.
Using video is a great way to engage your site visitor and share the story. Just remember that search bots can’t “read” videos, so you’ll still need enough quality text on your page to let the search engines understand what your page is about.
Next, comes your call to action, which answers their next question.
What can I do here?
This question is typically answered by your call to action (CTA). What can your guest do here? Opt in to receive a free download? Order a product? Request more information? The call to action should be clearly marked, and effective landing pages should have only one call to action.
If you’re using your landing page to capture leads, let them know exactly what they will get in exchange for their name and email address. Put an image of the ebook or freebie you’re offering. Describe what it is in your copy and summarize its benefits in your bullet points.
Use your CTA button effectively. The text on the button should say more than “Click HERE” – it should promise them something in exchange for that click, such as “Get your free download now,” etc.
Why should I do it HERE?
Hopefully your story and benefits have answered this question for the guest, but many people want evidence that your offer will help them. This is done by providing “social proof” and/or testimonials.
Add some testimonials after your call to action and opt-in form. If they’re still hesitant, a good testimonial can often be the tipping point that convinces your guest to take the action you want.
Final SEO Tips for Landing Pages
- If you’re re-designing a landing page, first research which keywords are already driving traffic to that page. Keep those words in your copy so you don’t rock the search engine boat.
- Again, if this is a re-design, be aware that removing links from an established page can affect your SEO.
- Make sure you’ve done all your on-site optimization properly
Until next time,