May 6, 2019 | By:

5 Tips on How to Optimize Your Landing Pages to Convert More

A business website alone isn’t enough to drive leads and sales. Business owners also need to creatively market and advertise their products and services to various online and offline channels, such as social media, search engine ads, sales materials, and more. A key part in every marketing campaign is having an optimized landing page that leads customers further down into the sales funnel.

As a refresher, a landing page, as the term suggests, is a precursor page of your website where customers are first directed to when they click on your business website link or URL from your marketing campaign.

It is often a standalone page, distinct from your homepage, that is dedicated to prompt web visitors to complete a desired action—to convert them, so to speak—such as signing up for a newsletter, making a purchase, downloading a white paper, or filling out a contact form. However, a landing page doesn’t have to be a totally different and separate web page. While not ideal, it could also be any page in your website, such as your About, Services, or Contact page repurposed as a landing page.

Importance of a High-Converting Landing Page

A landing page is one of the most essential elements of lead generation and conversion. It acts as an online attendant that ushers your customers to the next step of the conversion process.

A high-converting landing page is one that effectively converts site visitors to qualified leads and into paying or returning customers. Landing pages are important for businesses for the following reasons:

  • It directs site visitors to better targeted pages that can effectively capture important customer details such as asking for their emails for lead generation.
  • It limits distractions for your customers, helping them focus their attention on one particular offer at a time.
  • It helps you track data, which in turn, helps you gain insight as to how engaged a certain prospect is and how ready they are to make a purchase.
  • It simplifies the conversion process. Most customers are still indecisive; by creating a landing page, you set the track for conversion by offering a simple call to action, prompting visitors to make a clear decision on the spot.

How to Optimize Your Landing Pages to Convert More

What makes an effective landing page that successfully generates lead and converts visitors into paying customers? Here are a few tips to make your landing pages convert more:

1. Match your offer to the needs of your audience

While you have a specific target audience in mind, not all audiences are on the same level down the sales funnel—some may be just slightly familiar with your brand while others are already somewhat engaged, ready to make a purchase. Increase the relevance of your landing page by matching your offer to the needs of a particular audience segment.

Create several different landing pages that are targeted to different audience segments, instead of using a generic landing page with the exact same message over and over. For example, a free trial offer is well-suited to audiences who are still new to your brand, while a discount coupon is more appropriate for users who are already acquainted with your brand and are ready to buy from you.

2. Make your messaging consistent

Your landing page should always be able to deliver on what was promised in your ad. When a customer clicks on your ad, it’s important that they should feel that they have landed on the right page. Eliminate any confusion by making sure to keep your messaging consistent in both your ad and the headline and call-to-action (CTA) of your landing page.

Inconsistent messaging not only causes confusion for your audience; it also leads to customers losing trust in your brand and the repercussions could negatively affect your business.

3. Keep it simple

An effective landing page is one that isn’t cluttered; it should allow visitors to focus their attention on the essential elements: the headline, the landing page copy, and most importantly, the CTA button. Embrace white space, remove the global navigation bar, and emphasize your CTA by using a contrasting color from the rest of the design.

Keep your lead-capture forms short and simple. Only ask what is needed, like an email address, so as not to overwhelm or turn your customers away. Also make it a point to keep your landing page body text simple, succinct, and straightforward. Landing pages tend to be more effective in drawing leads and conversions if customers can easily get the information they need in just a few seconds.

4. Emphasize the value of your offer

Customers are drawn to offers that are relevant to their needs and challenges. For every piece of marketing copy, it’s important to highlight the value of your offer. Put yourself in the shoes of your target audience: “What’s in it for me?”

For example, instead of saying, “Our free eBook contains information on how to start a blog,” it’s better to phrase it along the lines of, “Find out how you can start earning with your blog using our free eBook.” Emphasize how your offer addresses a specific problem or need that your audience cares about.

5. Personalize your CTA

The CTA is possibly the most important element of a landing page; it means the difference between a conversion and a bounce. This is why it’s crucial to craft compelling CTA copy that encourages customers to click on it.

Using generic CTA copy such as “Click here” or “Submit” doesn’t really explain anything or give direction to what will happen when customers choose to click on it. Instead, it’s more effective to personalize your CTA copy by using words that are relevant and appealing to your audience, such as “Send my free gift,” “Grow my traffic,” and “Sign up for free.”

Landing pages and ad campaigns work together hand-in-hand. Care must be given to craft the perfect strategy to make both elements effective in achieving your marketing goals. Most importantly, always consider how your audience responds to your marketing campaigns.

If you want to learn more about crafting and designing high-converting landing pages, or if you need help with your digital marketing efforts, give us a call at 888-420-5115, or send us an email to [email protected].

Tags: , , , ,

Categorized in: , ,

Featured Articles

February 1, 2018 | By: Ilfusion Team

How To Start an SEO Campaign in 6 Steps

Starting a Search Engine Optimization (SEO) campaign can be tricky for any digital marketer. How do you begin? What is the most important element to implement? How do you know if it’s working? Don’t be overwhelmed, though. Starting an SEO... view more

September 26, 2017 | By: Tinny

5 Signs You Need to Hire a Marketing Agency

Marketing is a crucial part of your business strategy. It’s what keeps the gears turning and the driving force of your company’s sales. For small businesses, marketing is important in getting the word out there that your company exists and... view more

September 21, 2017 | By: Tinny

Key Advantages of Video Marketing for Your Growing Business

There has been a rise in the use of mobile devices to access the internet, and there are no signs of it slowing down anytime soon. In this era where most people thrive on living on the go, video marketing... view more

September 13, 2017 | By: Tinny

5 Things You Need to Know: Image Optimization for SEO

If you’re a company whose content strategy relies on images, or if your business blog is image-heavy, it’s high time for you to think about optimizing your images for SEO — if you haven’t done so already. While there isn’t... view more

August 2, 2017 | By: Tinny

Tips on How to Choose the Best Keywords for Your Website

When you have an SEO or PPC campaign, it all starts with one basic element: keyword research. Keywords are the driving force that enable web crawlers and indexers to find your page through the throngs of websites in the world-wide... view more

July 26, 2017 | By: Tinny

Top 3 Search Ranking Factors You Should Know About

Landing on the first page of Google’s search engine results is one of the ultimate marketing goals of many website owners. While Google is keeping mum on what exactly gets you to the top of their SERPs, there are factors... view more

June 28, 2017 | By: Tinny

The Importance of Social Media in SEO

Nowadays, social media has inarguably become an indispensable tool in any marketing strategy. SEO, of course, is also one of those tools that have evolved with the many trends and changes that has occurred through time. This leads marketers to... view more

April 27, 2017 | By: Tinny

5 Ways to Dominate Google’s Search Results in 2017

Here’s how to place your website at the top of search engine results. Creating a website that doesn’t rank well in Google’s search engine results page (SERP) doesn’t translate well to your overall business effort. In recent years, Google has... view more

July 2, 2015 | By: The Conductor

Let’s talk about “The Fold”

We hear it a lot; client feedback that is focused on what content is and is not “above the fold”. To be perfectly honest, this old newspaper term can be a cause of frustration when it comes to good user... view more

June 3, 2015 | By: The Doctor

The Turbit

This crazy ol’ world of ours is spinning faster and faster everyday. Not literally, as we would all be slung to our spacey-doom. I mean figuratively we are all moving more quickly and filling every moment with some bit of... view more

May 6, 2015 | By: Ilfusion Team

How Your Website Can Survive Mobilegeddon

Think your website is mobile friendly? Think again. Google’s new functionality changes have created a frantic need for websites to be optimized for mobile. Mobilegeddon is upon us, and your website could be at risk. See infographic below.

April 23, 2015 | By: El Jefe

Website Cost: A Day at the Ballpark

A question that I get on a regular basis (read: every day) is, “How much will my new website cost?”. To which I typically say something like, “Well, that varies based on the amount of work that’s required to complete... view more

April 7, 2015 | By: The Inventor

Are you a Webspammer?

SEO practices are very different today than how they were even just a few years ago. The number one key to ranking well in search engines today is to create unique quality content. First post it on your website or... view more

March 25, 2015 | By: Ilfusion Team

Social Media Happenings

Ilfusion loves to bring you news on the newest social media functions and trends. Recently, there have been three major happenings in the social media world. Meerkat, a new app that has risen to fame due to the 2015 music... view more

March 12, 2015 | By: The Conductor

The Big Picture

Whether you’re laser-focused on a specific project, or taking a comprehensive approach to your marketing efforts, one aspect doesn’t change: always look at the big picture. Companies often shop at least a few agencies when they’re considering engagement with an... view more