Generating a lot of traffic for your website is one thing, however, it’s what you do with the traffic that really matters. The landing pages on your website are one of the most important lead generation tools that you have. Once visitors land on your website, you need to make sure that you have a clear plan in place for where you want them to go in order to achieve a conversion that is going to drive your business forward.
It doesn’t matter if you have the best SEO strategy in the world, if you don’t know what to do with your traffic once it is on your website then it’s not going to propel your business forward. Learning page strategy is inessential but often overlooked element of a successful SEO campaign. If you’re in the position where you are getting a lot of traffic to your website but no conversions, then landing page optimisation may be the right strategy to take your business forward.
- Make the User Journey Simple
Before you think about creating a landing page on your website you first need to consider what you want the page to achieve. Once you know what you want from a landing page you’re in a far better position to create a user journey that’s going to lead to a conversion.
Landing pages need to be viewed as a stepping stone for customers on their journey to a conversion. To ensure your customers don’t into the journey at the first landing page you need to have a funnel in place to make sure they’re taking the necessary steps to continue their journey.
- Have a Clear Call to Action
It’s amazing the number of websites that rank well in the search engine results pages but failed to create a clear journey for the customers. Once a user lands on your webpage you need to have a funnel in place with a clear Call to Action that stage of the buyer journey. For e-commerce businesses, this could mean having clear “purchase” or “add to cart buttons”, while for service businesses this could mean having a clearer “call” or “enquire” button.
- Make Your Contact Information Accessible
Having your contact information such as email, phone number, and physical address (where applicable) is an effective way to build trust with your website visitors and allow them to visit or contact your business easily. as a rule of thumb, your contact information should always be visible from every landing page whether that is in the footer, header, or on another part of the page you need to make it simple for customers to contact you.
Creating a landing page that works for your business is going to involve a lot of trial and error. What works for your business may not work for another and vice versa, so it’s important that you tested a wide variety of many pages and measure their effectiveness and conversion rates. The key to having successful landing pages is to continue learning as you get there more information over time.