A landing page is an important tool in turning page visitors into paying customers. A great landing page informs, persuades, and excites prospective customers about your offers. At a glance, landing pages seem so easy to make — until you track your data and find out that none of the dozens of pages you put out there are driving leads to your business!
In this post, we give you simple yet effective ways to optimize your landing pages so that they move the needle for your conversion rates.
Why Do Landing Pages Fail to Convert?
There are a number of possible reasons why your pages are not converting. But the leading cause is often a lack of understanding of what customers are looking for. Before making any adjustments to your landing page, it pays to get clear about your visitors’ wants, pain points, expectations, and desired outcomes.
Other factors that can lead to poor conversion rates are:
- Misleading headlines
- Mismatch between ad copy and landing page copy
- Poor design
- Lack of social proof
- Incoherent messaging
- Unintuitive Calls to Action (CTAs)
It takes a thorough assessment of a landing page to be able to spot these mistakes. Upon identifying the exact reasons that are keeping your pages from converting, you need to address these issues by optimizing your landing page.
Note that you don’t need to overhaul your existing pages to increase your conversions. Most of the time, you just need to change an element or two and see if they make a difference in the results moving forward. Keep on analyzing your data, make the necessary tweaks along the way, and monitor the progress.
Not sure where to begin? Below are basic steps to optimize your landing page for the buyers you want to attract.
6 Tips to Optimize Your Landing Pages for Your Target Customers
Make it very easy so that whoever arrives at your landing page (service page, homepage, ad campaign page) can get what they’re looking for and do something with that information.
Get your message across very quickly. Tell your readers what you offer including the benefits they can get from it.
Put your contact number at the top right-hand corner of every page on your website. Make sure there’s multiple Calls to Action on every page.
Optimize your social media page
Place social buttons on your website that lead people to your social media pages when clicked. Whether it’s to your Facebook, Twitter, Instagram, Pinterest, or LinkedIn, make sure site visitors can get directed to your socials from your website with ease.
Use an attention-grabbing headline
Hammer on your message right away through your headlines. You’ll want to tell your visitors immediately what you’re offering. What is the key message that you want them to take away?
People may have doubts or worries about your product or company when they click your website. Alleviate these feelings and reassure your site visitors through your headlines. It will make them feel at ease and will increase the chances of them trusting your company when they are made aware of the value they’re getting right at the onset.
Use social proof everywhere on your site
Potential customers will want to get a sense of your service delivery through previous customers experiences before they will decide to purchase from your company. To establish trust, it’s imperative that you go hard on your social proof.
Reviews and video testimonials from satisfied customers, as well as publishing case studies on a particular customer issue that your product has solved, are a great way to build your credibility.
Prominently display social proof on your homepage to directly answer visitors’ queries and to create a good impression immediately. You might also want to place a Contact Us button or form right next to your review or video testimonial to make it easier for your prospective customers to reach out to you.
Effective content speaks directly to the audience, is easy to understand, uses simple language, and lays out information in a logical order. Be clear and concise in your messaging across all your site pages.
Content can also make or break your user experience. And a poor user experience can turn away visitors from your site. Here are quick tips to keep readers on your page and increase the chances of them acting on your Call to Action:
- Enlarge your phone number and make it bolder.
- Make your content scannable by using subheadings and laying out your benefits in bullet points.
- Keep your sentences and paragraphs shorter.
It’s best practice to figure out if your landing page works and delivers the results you want to achieve. This is where A/B testing becomes important.
A/B testing or split testing is the method of comparing 2 versions of a web page or any marketing asset and evaluating the difference they make in terms of conversion rates.
This is done by giving one version to one group of audience and one version to another set of audience. Feel free to tweak and experiment with different elements in both versions of the page like:
- The headlines
- Content body
- Font size and styles
It all depends on the specific outcome you want to achieve with your test. Remember to run one test at a time and to focus on a single element so you can clearly determine the factors that are affecting your lead conversions.
We don’t recommend overloading your page with dozens of keywords. The key is to optimize your landing page with relevant topics and search terms that your target customers are using to find your products. To be more specific, aim for terms and related topics people use to describe your products.
Build Lead-Converting Landing Pages Today
There’s more to landing page optimization than what’s covered in this post. When you need a team of capable web designers, content writers, SEO specialists, and graphic designers to help you build a high-quality landing page that converts, we can help you.
Local SEO Search can support you in all your digital marketing needs and more. We’re a tight-knit team of digital marketing enthusiasts whose goal is to help small businesses establish a solid presence and get found by their customers online.
Ready to get started? Contact us today for a FREE consultation!