10 Landing Page Optimization Tips
Landing pages are great for targeting single keywords for Pay Per Click (PPC) Advertising and natural search engine rankings. It’s recommended you do a landing page for a single long-tailed keyword and mix it up slightly.
For example I’m going to use our site as a basis. A good strategy for selling services is targeting business in your local area, why go for the short “Web Design” keyword which has a lot of competition when i could go for “web design Aldershot” and get less competition!
Based on location i decided to mix up my keyword slightly as shown below:
Website Design Aldershot
Web Design Aldershot
Web Designers in Aldershot
Now all I need to do is optimize the landing page. Below is 10 great tips on how to optimize your landing pages.
Insert Your Keyword Into The Title Tag
Inserting your keyword into the title tag means when people search for the keyword in google, the result shows up in bold. This makes you stand out and often leads to better click-through rates (CTR).
Add a Meta Description With Your Keywords In It.
As you can see from the Search Engine Results Page (SERP) image above, the meta description tag is used on Google underneath the title our result. Google doesn’t always use the meta description tag to display on the results page as it has an equation to work out the quality of it. Try to go into depth with the description tag and detail the service/product you offer as it’ll vastly improve the quality score.
If your unsure of whether you have a meta tag on your webpage, view the code and you should see something like this:
Ignore people who tell you that you should have keywords meta tag too, Google IGNORES this tag as its seen as keyword stuffing.
Add A <h1> Title To The Very Start Of Your Page With The Keyword In It.
Adding a title to the content with the keyword they are after confirms that the searcher has found relevant information they were after on your page. It also confirms to google what this page is about improving your ranking in its results.
Add a paragraph detailing the very best aspects of your product/service to further confirm they have found what they were searching for. Make sure you keep this intro text short and sweet, no one wants to sit there and read an essay on your product/service, they just want to check your reliable, affordable and trustworthy!
Add A Call To Action
A call to action can be a button, a link, or even a phone number on the page. This NEEDS to stand out and shine as a clear method of reaching the searchers goal. Site designed in blue? add a green button to make it stand out, still not clear enough on the page? add some red arrows beside it to draw the eye to the button. Heres a great example of a call to action button:
A nice big green button with a black arrow pointing to it. This is what you should be looking to do. Basecamp say what their product does, who uses it and gives a great call to action.
Use Images To Break Text Up
Make sure your page isn’t just text, customers will get put off and sometimes and image can show what features your product has better than any text could.
Video Is Here To Stay, Utilise It!
Video is the biggest sales tool you can use these days. Adding a video and a call to action is the perfect combination for a modern refreshing website.
Keep Text Under 400 Words
Lets face it, when hit with a wall of text you can be put off from that website, Keep the overall content low, unless you have to (like this article). Its better to split text over pages.
Customer Testimonials Build Trust
Adding customer testimonials show other people trust you, and having real customer testimonials can reassure people about how your trusted in the community.
Don’t Sell What Others Do Wrong, Sell What You Do Right And What’s Unique
I can’t remember who told me about this one, buts it’s always done me well, don’t sell what your competitors are doing wrong, sell what you do uniquely and right. This way it doesn’t matter if the competition catches up, your still listing some great features about what your product does right and uniquely.
Tweak And Optimise
Never stop tweaking and optimising, Googles always changing, the web’s tool set for developing websites always change, think back, not long ago video was a dream, now its a major part of any websites selling technique. always optimize your text for where you want to appear in google and what appeals to users.