by Garry Billson
In this article from iocea website development Lincoln, our experts will talk you through everything you need to know about landing pages.
A landing page is the page your visitor lands on when searching for a keyword in a search engine, clicking on an ad either from Google, social media or an email campaign or directed to from your site from a banner or as the result of a search. It is a page a visitor lands on that gives them the information they were expecting when clicking on the referring link.
A landing page is one of the most important aspects of your marketing efforts, driving traffic to pages that don’t convert is sheer vanity and doesn’t achieve the goal, unless that goal is to increase your hosting costs and bandwidth usage for no extra revenue. A well designed and tested landing page with a clear call to action is imperative to maximising conversions.
Consider who will be visiting, are you appealing to there key habits, likes, age range, demographic? What can we do to give the audience a great experience and solve the answer to their query at least as well as others in our industry but ultimately better.
When thinking about a landing page you need to consider the goal, why are you driving visitors to this page, what do you expect them to do when they reach this page?
Ideally this page should answer one main question or be about one main topic, this may involve sub topics but overall needs to be the “hub” for the topic. The page needs to give the information the visitor expects and drive them towards the action you want them to take.
Always have a main call to action, whether that is sign up for our newsletter or browse men’s socks or share this article.
Having calls to action helps the reader understand the next logical step and hopefully encourages them to move into your site rather than going back to some search results which will then be a bounce.
1. Page Meta Title
The meta title is the title search engines would present to a searcher, it is the title that is shown in the browser title bar or tab title bar of a tabbed browser. It is the default name given to the bookmark, often can be used as anchor text when others are linking or used as the subject when sharing. It is very important to consider this title carefully and make sure it describes the page subject, avoid stuffing keywords in here for the purpose of SEO. Make it natural and around 65 characters.
2. Page Heading (H1)
Like the page title the heading is equally important, it needs to set the stage for the content, the H1 for this page is “how to create great informative landing pages” it could easily have been any of these: Landing pagesThe anatomy of a landing pageWhy should I make a landing page?I could go on, the point is the title needs some thought, needs to be relevant for the visitor and needs to capture the attention of the intended reader.
3. Meta Description
The meta description is text not visible on the page and not normally used by most search engines for indexing content but is used to show a brief description of the page in the search engine results pages (SERPS). When a landing page is indexed in a search engine such as Google or Bing, the title is shown as the clickable link and underneath this is a description of the page, the meta description is normally used. The search engines often enhance the keywords the searcher typed to help them stand out. This brief description needs to draw the searcher in to click on your page instead of the other results they see. Give it some thought and make sure you are getting the right message across.
4. Main Content
The main content is your message or description or the main article or areas of the products relating to the landing page. For example a landing page about socks may give options to search for socks by gender, or by shoe size or by colour etc. etc. Links in the main content are often seen as more important and maybe relevant to the page than the general navigation so some links to products or lists of products can help the visitors. However be careful again not to fill this with links of keywords relating to your product as search engines may see this as keyword stuffing or over optimisation and that could have a negative impact on this page ranking. Keep the content informative and relevant to the reader, forget about the search engines and write great content for the target audience and the search engines will pick the page up naturally.
5. Sub Headings (H2)
If relevant split sub headings using H2 tags and supply some relevant content to those areas, try to make sure you keep your landing page relevant to the subject, but it doesn’t hurt to show authority on the subject and include relevant information. In our sock example we may want to serve some information on the benefits of different materials for different seasons for etc.
What are you up against, what value can you add over the competition, why would a visitor more likely convert from your landing page than the competitors? Some research on the key search terms your landing page answers will help you see what others are offering and you can analyse this and see what you can offer in addition to these articles. Try and make sure your page covers the intent of the visitor.
Tracking your page in Google Analytics is a must, publishing your landing page is only the start of the journey, once the page is live you need to monitor the traffic and make tweaks and changes to drive more organic traffic by making sure you are covering the topic well and also monitor the bounce rate and conversion from this page.
All the effort in creating the landing page deserves the page to go viral, the content will be that compelling that people will want to share with there friends and colleagues. Don’t forget to add share buttons to the social media sites that you feel the target audience will be active in.
Iocea website development agency Lincolnshire offers full eCommerce solutions, which means we can help your business with all of your online needs, from cloud based hosting services, to web development, digital marketing and design services Lincoln based. We have a team of expert web developers and designers who create outstanding websites for our customers.
Do you need help with an aspect of your eCommerce website? Contact iocea today for more information about our range of services.