Following these landing page best practices is the key to a high converting landing page.
You sit down at your desk fired up and ready to create a killer landing page. No doubt, this page is the thing that will make your email list sprout faster than flowers in May.
You stare at a blank canvas, willing the words flow through your keyboard.
But all you see is a blank screen.
You know a landing page can be a powerful marketing tool for your business or side hustle, but getting started from scratch can feel daunting.
Thankfully, having some tried-and-true landing page best practices to follow will help you overcome the blank screen to create a landing page that converts visitors to subscribers without hesitation.
Read on for 9 tips, tricks and landing page best practices to help you create a high-converting landing page.
1 – Write a benefit-focused headline
A headline is the first thing a visitor sees, so you need to make sure it grabs their attention from the get go. The value you offer needs to be immediately clear — after all, visitors need to know what’s in it for them if they’re going to sign up or buy from you.
In fact, a great headline could be the difference between your visitors reading on or exiting your page.
Every time you type a phrase into your search engine, you’re using a search term. Search terms help grab attention and boost your SEO with keywords, but search terms are not considered keywords.
We’ll explore what search terms are and why they’re important to your marketing strategy. We’ll also show you how you can use the Semrush tool to find search terms to target with organic and paid search strategies.
Why Do You Need To Research Search Terms?
Search terms commonly use one or two keywords. You’ll want to rank for a keyword that’s used in many search terms.
Search terms also indicate a customer’s search intent. Search intent gives us an idea of the kind of content Google will show in the search results.
If your website targets a certain search intent, then knowing what search terms are used will add to the likelihood your website will pop up first on the SERP. Additionally, understanding what terms people are using when searching can save you a lot of money on your PPC campaigns.
Once you have researched a variety of search terms, and have isolated the keyword you want to target, make sure you have that keyword in all the important locations like your webpage’s meta description, page title, and H1 tags.
Before you jump into finding search terms with keyword research, check out our guide to using the Semrush tool for keyword research. – Read more
Goals Start with the end in mind. What is the goal of the advertising campaign? Generate leads, downloads, purchases? Make sure you have a specific action that you want the visitors from your ad campaign to take.
Measurable It makes sense if you can’t measure it then you can’t manage it. So ensure that you have your google analytics accounts set up to track “goal conversions”
Tracking Links Each ad campaign should have a unique tracking link (Google “UTM links”). Combined with Google Analytics this should enable you to measure at least two things. Visitors and Goals from each source.
Target Audience Clearly define who you are targeting and their specific interests. Outline the pleasure or pain your product or service is addressing. You should have a clear picture of your ideal customer before moving onto the next step.
Ad Headline & Copy Don’t waste time talking about yourself. No one wants to know about you. It’s all about pleasure or pain. Specifically what pleasure you provide or what pain can you take away? Make sure your Ad headline reinforces what’s in it for them!
Call to action Ensure all ads (and landing pages) contain a single clear CTA (call to action). What you want people to do at each step in your “sales funnel” should be crystal clear.
Display URLs Google, Facebook, Linkedin and Twitter all allow you to display a different URL than the page you’re actually sending your visitors to. Make sure the URL you display reinforces the message in your ads and your landing pages. E.g if you’re selling “red shoes” then http://www.shoeshop.com/redshoes would be perfect.
Landing Pages Whether you use a service like Unbounce, Leadpages or simply send traffic to your own website. Ensure the “landing page” you send your visitors to reinforces the message conveyed in your ads. These pages should have a single goal (tracked) and clear CTAs linked to that goal! The less distraction the better. People are increasingly short of time and the quicker you can help navigate them to taking the desired action the better.
Test, Test and Test Again Before you spend any money, make sure each step in your “sales funnel” is working. Click your tracking links, view the visit in Google Analytics. Perform the action that you defined as a goal (buy something if needed) and ensure its all reporting as expected in Google Analytics. This isn’t very exciting but until it’s working correctly you will be flying blind
Optimise Once your ads are up and running, you can start viewing the results in Analytics and use that information to improve elements of the campaign. Improve the response rate by changing your ad headlines and copy. Improve the conversion rates on your landing pages by improving the offer and calls to action.
Book a FREE 30 min Call and discover how we can help improve your marketing profitability.
This is a marketing question I get asked A LOT. I always respond with a question of my own.
Are you treating marketing as an expense or an investment?
Business owners generally fall into one of those two camps when it comes to marketing. If they say expense, then I’m confident they don’t know where their sales are coming from and are struggling to scale their business. Those that treat marketing as an investment understand which marketing channels are providing profitable returns, and increase or reduce investment accordingly.
I just want to be clear. This isn’t a reflection on the business acumen of the person asking the question. Its normally just a lack of experience in digital marketing and understanding of the subject.
With that in mind I want to cover a topic which is often misunderstood when attempting to budget for online advertising. Unlike traditional media buying, online advertising prices are rarely set by the publisher. In fact the vast majority of online ads today are purchased in a realtime advertising auction. Google, Facebook, Twitter,Linkedin & Amazon all operate using the same basic model. Advertisers bid against one another for the price they’re willing to pay for a click on their ad (visits to their website). Which begs the question. How do you know the price you should be paying per visitor, and can you afford it?
You need to understand two critical dimensions of your online business before you can confidently answer those questions..
What is your website conversion rate? (how many visitors (clicks) it takes to generate a purchase / enquiry from a given ad campaign)
What is the lifetime value of your average customer? (the true value of a customer, not just the first purchase)
Clearly if you don’t know how many website visitors to make a sale or the true value of that sale, its really NOT advisable to attend an auction to bid on advertising.
Fortunately for Google and Facebook the advertising market is still very lightly regulated when it comes to ad sales. Unfortunately for you, this means auctions are filled with participants that not only don’t know the answer to the above questions, they often rely on software to automate their bidding. Unlike a regular auction the number of participants is so large (Facebook has over 10M advertisers bidding on ads right now) that having a strategy to just wait until the idiots run out of money rarely proves effective.
I should also clarify this is a real time auction that runs 24/7. So what you bid for a click today will not be the same tomorrow or in fact potentially a minute from now. This obviously makes budgeting for advertising more complex as the goal posts are perpetually shifting in line with the market sentiment.
If you’re starting to see some parallels with the financial markets then you’re not alone. Google made $147B from advertising auctions in 2020. Worldwide the market is estimated to be worth $378B. Thats a lot of clicks being
The good news is armed with the right knowledge you can develop a profitable bidding strategy and participate in online advertising successfully.
You know that one ad you keep seeing: The one for that embarrassing t-shirt your friend messaged you about that just couldn’t be real? (It was. Yikes!)
Your curiosity got the best of you for one second, and now that cringe-worthy tee is following you around, cozying up next to your cousin’s baby announcement on Facebook, and squeezing in between your friend’s selfies on IG.
Experiences like this can make you think that retargeting ads—those ads that resurface products and services you looked at but didn’t take action on—are too pushy and sales-y to be worth including in your marketing strategy. (Nobody wants to be that type of marketer.)
But the truth is that most people kinda like retargeted ads—when they’re well-targeted.
We’re pleasantly surprised when that book we meant to buy shows up in an ad next to our favorite sports column or when a social ad lets us know that a previously sold-out concert tour has added some new dates.
Because let’s face it: The internet can be distracting. It’s easy to close the wrong tab, run to read a new email while browsing, or open up a Slack notification before you hit “check out.”
A well-targeted reminder helps consumers as well as businesses. For example, data shows that retargeting ads can yield a 10x increase in click-through rates (CTR) since users are already familiar with the brand or product.
Since only 2% of web traffic converts, it’s worth seeing if some well-planned and well-placed retargeting ads can help bring those almost-ready-to-buy prospects back into your world.
What Is Retargeting, Really?
Retargeting is a powerful form of PPC advertising that leverages tracking technology to identify individuals who have previously engaged with your brand in some way and serves them ads on a variety of platforms to try to re-engage them. – Read more
Headings don’t just make the content on a webpage better organized and easier to read. They are also critical to good technical SEO. This refers to the search engine optimization (SEO) steps you take to make your website easier for search engine bots to crawl and index webpages (basically “read” the pages and categorize them accordingly). If bots can’t crawl a page, they can’t rank it.
Don’t let the term “technical” scare you off. Technical SEO simply refers to practices that don’t have anything to do with the website’s actual content. Instead, it focuses on the website’s infrastructure — such as the use of different headings. Header tags are an easy way for you to improve any homepage’s technical SEO.
There are different types of header tags, categorized by numbers, from H1 to H6. Each header serves a different purpose, giving search engine crawlers like Googlebot valuable information about that page. This guide focuses on how to use H1 tags to improve your SEO results:
A webpage or blog post can have multiple headings. Hypertext markup language (HTML) tags are used to differentiate the types of headings. There are some differences between the following:
An HTML title tag specifies the title of a webpage and is displayed on SERPs. It does not appear on the body content of the webpage. These are meta titles, you can read our post about HTML title tags for more information. – Read more
The choice to invest in either Google Ads or SEO for your business can be a pretty daunting task, more than you might imagine. It calls for a deeper understanding as to what these two options are and what they offer to your business. If you are looking to improve your website’s performance, you need deeper insights into your Adwords and SEO options before you settle.
SEO and Adwords constitute the prime aspects of Search Engine Marketing. They are significant tools for any business that runs or looks forward to running digital marketing campaigns. Different marketing environments require different SEM tools. In some situations, they can be coupled up or used separately depending on what your marketing and business goals are.
It is important to note that this is not a question of a simple ‘YES’ or ‘NO’ answer. There are a myriad of factors that essentially influence the tool that works for any business. Before delving into some of these factors, it is first important to understand what these tools are.
Search Engine Optimisation (SEO)
This is a process of getting your business’ website to rank in some of the major search engines including Google, Yahoo, and Bing for the selected keywords through different kinds of on-site and off-site optimizations. SEO is a critical aspect of business marketing that is among the top tolls with the highest conversion numbers in reeling in new customers.
You need to read and understand SEO terminology and some of the tips on the vital configurations you need so that your website becomes search engine friendly. Including backlinks to your website’s contents is just one of the ways you can do some SEO marketing or Google advertising for your business to drive more leads.
Several words can be thrown around like CPC, campaigns, PPC, or Adwords concerning digital marketing, without necessarily knowing what they mean precisely. Google Ads, otherwise referred to as Google Ads, is a Google-owned advertising platform.
Businesses that own websites can use the platform to make advertisements by positioning them in Google Products like Gmail and YouTube and Google Search Result Pages including other websites. As a business owner, you can decide to utilize Cost Per Click (CPC) where you pay someone when he clicks on your ad or the CPM when our audience sees your ad. Google Ads functions best through the Google Display Network, which allows advertisers to reach a larger number of people as they browse through their favorite websites or enjoying videos on YouTube or even checking the Gmail account.
Essentially. Google Display Network helps advertisers find the right audience for advertisers since its targeting options give advertisers the chance to strategically show their ads to potential customers that may be interested in their products. This works best by helping advertisers find new customers or actively engage their existing audiences and driving more conversions utilizing automation. If you are finding it a bit challenging to choose the right keywords for your ad, let a Google Ads keyword tool do it for you and let it help get yours before the right audience.
Factors influencing the choice between SEO and Google Ads
Now that you have a rough idea of what SEO and Google Ads are all about, it is necessary to take a look at some of the factors that influence the type of tool that you will pick for your business. Here are 5 factors that will guide your choice of a marketing tool for your business. – Read more
To PPC beginners, it can seem like managing your PPC budget is half the battle when it comes to creating strategy. Before you start plotting on a bigger budget, it’s important to explore other ways to maximize your ads.
You don’t know always have to spend more to get your ads to perform better. One way to get better clicks on your PPC ads is using sitelinks extensions.
What Is a Sitelink Extension?
Sitelinks are the blue links that appear under a Google search result. They link to other pages on the same website featured in the search result – hence the name “sitelinks.”
Here’s an example of a set of sitelinks for a popular music publication:
Sitelinks appear on search engine result pages (SERPs) to help users find relevant information and webpages faster. They appear for both organic search results and paid ads.
Here is another sitelink extension example for an ad:
Types of Sitelinks
Sitelinks have evolved over the years; Google now features them in displayed in different ways. Sitelinks will vary by the number or appearance in the search results.
You may see some sitelinks with outlines or images. Sitelinks may also appear in carousel format or with the option to expand.
Generally, there are two different types of sitelinks that Google shows these days: – Read more
Now more than ever, your customers search online to find the products they need nearby. Find out how Google can help you reach local customers and connect in-store sales to online activity. Closed captioning is available in a selection of other languages. Click on Settings, Subtitles/CC for a list of options.
Search engine optimization ( SEO) determines how high a website ranks in common search engines like Google. Whatever type of business you run, whether it’s a communications consultancy or a cake shop, an effective SEO strategy is a smart way to boost visibility online, attract new clients, grow your business — and boost profits.
To do so, you’ll need to work on your SEO rankings. This helps your website become more visible to potential customers and allows you to appear on search results for specific queries relevant to your business.
In this guide, we’re going to highlight the essential strategies and ways to improve your SEO ranking. Read on to see some of the recommendations we have compiled for you.
1. High-Quality Content
High-quality content is at the core of SEO success. To attract search engines, you need to populate your website with content.
To start, ensure every page includes at least 300 words of original content. Search engines can detect duplicate content and may penalize your page for using copied content. Content should be broken into shorter chunks, for instance, with H2 subheadings, so it’s easy to scan.
Above all, content should meet Google’s EAT criteria: expertise, authoritativeness, and trustworthiness. Google introduced this terminology in 2018. EAT is particularly critical for sensitive topic matters, such as health care, science, and law.
Factors that boost an EAT score include citing respected experts (e.g., if you run a health care website, refer to medical professionals) and referring to reliable sources (such as “.edu” or “.gov” sites).
2. On-Page SEO
Content doesn’t just need to be high-quality. It also needs to be optimized for search engines. How do you do that? You can start with this basic checklist for on-page SEO:
Choose one primary keyword for the page and three to four related keywords.
Include the primary keyword in your URL.
Ensure your title tag, meta description, and H1 include your primary keyword.
Content should be high-quality and written for an eighth-grade reading level.
Vary content structure to make it scannable (e.g., use H2s and H3s effectively with bullet lists).
Make sure internal links use effective anchor text.
Include at least one image.
From there, you’ll want to dive into more specifics. Keywords are critical. Every page should be optimized for one unique keyword. You should also include a title that will attract readers in the form of an H1 tag. This indicates to the search engine that this text is the page title and what the page is about. – Read more