By: Rafa Ticzon|
07 Dec 2021
Typically, landing pages are standalone pages, distinct from your homepage or any other page. This can be considered as the clincher for your ads, as this follows up on any promises that you’ve made in your content. Essentially, it’s the next step toward a visitor becoming a customer.
A good landing page will do its job by convincing a potential customer that it’s worth it to provide personal details in exchange for whatever you have to offer. However, this should not be mistaken for a home page. Unlike a homepage or other site pages, a landing page’s primary goal is to push visitors to convert, by clicking on your call to action (CTA).
Landing page optimization uses data and various metrics to help enhance and improve elements on your landing page, so as to improve user experience and increase conversions. Although you can gather data while your ad is active, surveying your audience beforehand can help you better understand what they expect and like.
Keyword Quality Score and Bid also play a huge role in optimizing your landing page. This is the metric to determine how “good” your offer is for someone’s search while considering factors like Ad Relevance, Expected Click-Through Rate, and the Landing Page Experience. The better your rank, the higher your ad is displayed in the google search results.
Now that we understand what a Landing Page is and how it works, we will now look into how to optimize one for your business. With that, here are seven landing page tips to boost SEM lead conversions.
Immediately getting your viewer’s attention is the first step to reeling them in as regular customers. With so many businesses online, it’s important to stand out among all your competitors. In order to do this, you need to make sure that your headlines are exactly what your customers are looking for. Understanding what they need and how they speak is essential for this. Once you’ve got that down, it’s important to utilize action verbs to inspire people to take action and buy your products or avail of your services.
Keeping your content concise and straight to the point is another important factor. With only so little time in a day, readers will only focus on content that’s short. Readers also pay attention to high emotional adjectives. Additionally, keeping up with the latest trends is also a good way to catch your customer’s attention (for example, leveraging Netflix’s most popular series ‘Squid Game’!)
Good headlines are clear, relevant and evoke empathy. Focus on how you could help solve your target audiences’ problems if they were to use your products or services, and weave in your USP or Unique Selling Point. A simple example would be “Tired of [Annoying Problem X]? We Can Help!”.
In order to have a successful landing page, you need to connect with your audience. If you approach your customers with empathy and try to get on their level, you show them that you are there to solve their concerns.
However, this is easier said than done. While identifying your customer’s preferred tone alone is already difficult, convincing them that you are the solution they need is just as much of a challenge.
A framework or content guideline becomes really helpful in this situation because it keeps your content creators on track. By keeping all these points in mind, you wouldn’t have to worry about connecting with your audience:
Having a framework helps you understand exactly what your customer is looking for and write a clear message that addresses their problem.
When people scour the internet for answers, they usually don’t take time to read long content. That is why having a simple and concise landing page is key. You want your website visitors to focus on what’s important: your call to action.
User experience (UX) pertains to the personal interaction your visitors have when using your product’s interface, thus you need to ensure that their experience is a positive one. For example, if a visitor lands on your website and finds the purchasing process too long or complex, you can immediately tell that your UX is ineffective. You not only end up losing a potential customer, but you might actually help push them towards your competitor’s direction instead.
With that, making sure your customer’s shopping experience is quick and easy is essential. Moreover, your landing page should also match your company’s branding. Adding too many elements could distract your visitors, or even deter them from your end goal, which is to get them to avail of your products/services. However, it’s important to remember to keep it balanced because having too few elements could make your viewers feel underwhelmed as well.
It goes without saying that customers will not buy from businesses that do not look trustworthy. Credibility is key to helping your company attract not only your customers but also employees and potential investors. Utilizing customer testimonials and highlighting your partner businesses is a sure-fire way to establish credibility. Putting out honest and sensitive content also helps with this.
We’ve already established that it is vital to catch your audience’s attention from the get-go. Including relevant multimedia will help with this since not everyone has the attention span to sift through all your written information.
However, it is important to remember that these must be relevant to your content and uniform with your branding. If they stand out too much from all your previous content, it could do more harm than good for your business.
A Call-to-Action or CTA is essential and relevant because they encourage your audience to take action on a marketing campaign. Ultimately, the goal of any marketing campaign is to guide your audience so they eventually make a purchase.
For your business, writing a strong CTA is vital. The design is just as important for your CTA. Don’t be afraid to use contrast. Using contrast makes your CTA stand out and successfully attract your audience. When you create clear content and CTA, you are assured your audience will be drawn to it and make them build intrigue and excitement. Your CTA allows the reader to dig deeper into the topic, eventually becoming a paying customer. Take time to evaluate your audiences’ needs and revisit your personas to improve your digital strategy.
While research before posting content is important, it is also essential to continue researching. Not all campaigns will do well, and so you must use the necessary tools such as A/B tests, heatmaps, google analytics, to help your company identify what kind of content your audience loves to maximize your profit.
Being able to identify the problems and adapt is exactly what you need to do to ensure your business thrives.
Creating a landing page requires professional website design services and should be a core part of your digital marketing strategy as they guide visitors further along their customer journey, acting as a nudge to take action. With every unique landing page as an opportunity, there’s no limit to how many landing pages your website can have. Now that you know what landing pages are and how to optimize them, creating one is the next step. Verz Design, a web design agency that provides SEM Services in Singapore, can help you apply these landing page tips to boost SEM lead conversions. Call us at 6841 1680 or email us at [email protected] for a free consultation today!