Landing Page Optimization 101

Designing and optimizing a landing page properly is a fantastic marketing tactic. Your landing pages, whether promoted over email, by paid advertising, or through affiliate links, are your website’s first impression. The right landing page design can revolutionize your marketing strategy and increase leads, revenue, and overall business success. However, designing and optimizing a killer landing page is much easier said than done. Luckily, JSL Marketing & Web Design is here to give you tips on optimizing your landing pages for increased revenue!

Imagery

No landing page is complete without the right imagery. The right photos, graphics, and videos will keep your audience scrolling on your landing page. It takes time to stay on a website and complete an order, dial a cell phone number, or submit a lead form. The problem is that you just don’t have a lot of grace on the time front. Most website users are increasingly impatient when they visit web pages. The average web user will bounce off any landing page within four seconds if they don’t find what they’re looking for immediately. The right images and videos help pique the user’s interests and keep them on your landing page longer, thus increasing the chances that they will convert while on the landing page.

Align With Your Promotion Strategy

For this blog, we’ll treat your promotion strategy as separate from your landing page optimization. However, it is worth calling out that the ads or emails you use to drive traffic to your landing page are not entirely separate from the performance of the landing page itself. Changes in your promotion strategy could drastically impact your landing page performance and vice versa. When you consider the landing page and promotion strategy as connected parts of the same process, it becomes clear that aligning the two together will drive better results.

Consider aligning your landing page well to the copy and message displayed on the ad or email you send to promote the landing page. For instance, the keywords that a person types into Google before clicking on a Google Ad should be woven into the copy of your landing page. This alignment between the search term and the landing page does several things. It ensures you’re improving the quality of your traffic to the landing page. It also creates a better user experience, increasing the odds of a successful conversion. However, aligning keywords and landing pages together also increases your Google Ads Quality Score and improves the efficiency of your paid ad campaigns. This basic premise isn’t unique to paid campaigns; consider aligning landing pages with promotional emails for the best results.

Call To Action

You might have a gorgeous and visually captivating landing page and a great promotion strategy. However, you need to ensure that you have the right Call To Action present on this landing page for best results. Remember, a landing page isn’t just a webpage; it’s a purposeful step as part of a bigger and broader strategy. You need the right call to action to entice your site visitors to take the desired action. This will, of course, vary depending on your needs. Maybe the action you want them to take is submitting a lead form or calling. Perhaps it’s purchasing a product. Maybe it’s requesting content or signing up for a newsletter. Regardless of what the goal is, make sure that you have a specific call to action present.

A/B Test

A/B testing is a great way to determine what is and isn’t working and can help you further optimize your landing page. The premise can be as simple or complicated as you want. Maybe a Call To Action performs better than another. Maybe one special is more compelling to your audience than another, or one video performs better. A/B testing is the best way to find what works and gives you ideas for future landing page improvements.

Improve SEO

Your landing pages will need a promotion strategy for optimal performance. However, don’t neglect SEO. Your search engine optimization is critical to long-term success. Ensure you’re using the right keywords in the correct quantity in the copy of your landing page. This approach improves the efficacy of your landing page in a couple of different ways. For one, relevancy to a search term or email copy will improve if you align keywords within your landing page copy to the promotional tactic that drove the user to your landing page. However, these keywords will also help Google’s algorithms understand the contents of your landing page better and help your site rank higher on search engine results pages. The right keyword strategy is a core element of your landing page optimization; research and implement these keywords into your landing page for the best results.

Test The Technical

Your landing page is beautifully constructed, the promotion strategy is humming, you’re ranking for the right keywords, and you’re seeing significant traffic. Yet you’re not seeing the conversions you expected. In cases like this, it could be a technical problem. Take the time to ensure that the technical elements of your website are functioning properly. Everything from a broken contact form, an invalid phone number, or a poor load time could throw off the efficacy of your landing page. Test these to ensure that your website traffic flow is working as it should, and continue to monitor. Sudden dips in traffic or conversions likely indicate more significant problems and can alert you to technical issues when they arise.

Partner With JSL

Are you interested in website design? Contact JSL Marketing & Web Design for your next web design and landing page optimization project! We’re an award-winning web design agency in DFW and ready to help you design, build, and optimize your website for accurate results!

Our team is waiting in the wings to discuss your needs in any of the following:

• SEO Management
• Website Design & Development
• Website Promotion
• E-Commerce
• & More!