Landing Page Optimization and Website Structure
Having a page one search engine position for a highly valued keyword is a dream of every business owner. However, it is a completely different story when your site is not converting those valuable leads into sales (or at least inquiries about your company). The truth is that conversions, be they inquiries or sales, are the ultimate goal. Therefore, it is essential that you do everything in your power to make conversions happen as often as possible.
Before you decide on a website navigation scheme or plan a landing page that makes an impact, you should look at what marketing gurus call the sales and marketing funnel. This term is familiar to most Internet marketers, but it may be new to you.
The sales and marketing funnel is actually the process that moves the prospects towards the predefined goal. They should have been determined at the outset of the project by your management, and include goals like driving sales, raising awareness, generating orders or inquiries.
Usually, a company's home page is never a good place to start optimizing, as home pages generally have to promote many different services within a business. So, it is very important to have the navigation of your site and how it flows with your sales and marketing funnel in mind.
Relevant keywords will determine your site sections and the pages within each section. Keywords have different attributes, either it's researching or buying. You need your research pages to have links to buying pages. What’s more, you have to email sign-up forms as a non-primary goal.
Designing a logical flow through your site is a crucial step and ensures your prospects are being presented with highly relevant information and clear calls to take action at each and every stage.
Below are several useful tips on how to set-up a landing page that will convert visitors into buyers or otherwise accomplish the main goal of your website.
- The landing page has to be relevant to your keywords that enable it to be found.
- It has to be clear to the visitor what your website offers. The relevant information must be concise. Keep in mind that Internet audience is a flighty one and are very likely to click out of your website at virtually any time.
- Keep both calls to action and key information ordered so the visitor doesn't have to scroll down. In other words, the relevant information should be ordered so that is instantly available.
- Use a strong headline that connects with your users emotionally and includes your keyword. What's more, the headline has to include the key advantages of your offer.
- Have a short call to action message above the webpage form. This could be a huge red sign-up button for periodical publications.
- Use up to five bullet points at the top of the landing page in order to summarize to your visitors what the page is actually about. Keep in mind, a large number of bullet points will become overwhelming for a visitor who has limited time to read your offer.
- Use a human face image. Nothing sells better than the human face. A picture of a human face looking straight at the viewer can produce a positive attitude and drive sales.
- Keep your text easily readable. The more readable your landing page is, the more likely your prospects are to be able to read and understand it. Using only short sentences and words without a lot of syllables will keep your text easily readable. If you don't know how to do this, you should hire a professional writer or buy website content online.
- Break content into short paragraphs.
- Do not use jargon. Using fancy jargon and bureaucratese will cause problems because your prospects may not understand it.
- Use primary colors (red, blue, and yellow) in your landing page design. Primary colors are the colors that are the most suiting to the visitor's eye.
- Include local press coverage, client case studies, or live support to further reinforce your position as a highly reputable business.
- Use descriptive captions under the photos with relevant keywords.
Your landing page must look professional and complete if you want to impress your visitors. Remember, a professional looking landing page promotes trust to potential customers. A badly put together design can (and most probably will) put your prospects off.