Whether a landing page is where people visit from your organic search engine optimisation or your pay per click marketing the content of this page is important to ensuring you get a good level of conversions on your site.
Here are some landing page items to consider
The Call to Action - don’t make a common mistake and hide the call to action, be it a form or a buy it now button, if it’s not clear to your visitors you might loose out.
Length of the page - If you have a page on your site which you use for PPC or which you know acts as the first landing page for many of your visitors, make sure that you don’t overload this with copy or too many images. A page which is really long and involves lots and lots of scrolling with discourage your visitors from looking at your website, and in turn converting.
Word Usage - say what needs to be said, don’t say too much or the same things in different ways. Your visitors want to know what they are getting, how much it costs and what benefits it has, not the 350 year history of the product by year.
Target your content - if you know that your products are suitable for two types of visitor, for example a Hen Weekend Spa pack and a Mothers’ Day pamper pack gift landing page) make sure that your content is aimed directly at the market you are talking to and not just everyone (Hen Weekend’s aimed at the relaxation of the bride and her party and Mothers’ Day gift page aimed at the devoted child looking to spoil mum)
Form Length - make sure that your form only asks for the information you need and not every minutiae of a persons life, if you have a call back request form, ask for a name, number and preferred time to call, you’re your visitors address and number of kids, to make the call you don’t need this!
Getting visitors to your website from search engines is step one of the process, getting them to convert is equally important, and remembering that first impressions count when looking at your landing page could help you make the sale.
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