Part 1. Landing page optimisation

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Stick the landing - how to improve conversion upon arrival.
For many, the first exposure to your online brand will be through a dedicated landing page connected to an online ad.

In a nutshell: a landing page is a page on your site that is designed to convert visitors into leads. It has to land, and in a precise, concise manner.

Still not sure about the difference between SEO vs SEM? Read more about that here.

SEO - increasing the amount of website visitors by getting the site to appear high on results returned by a search engine.

SEM - internet marketing that increases a site's visibility through organic search engines results and advertising.

SEO is a subset of SEM. It is one tactic you employ as part of your online marketing strategy.

What is a landing page?
Most people don’t enter websites through the home page these days. For many, the first exposure to your online brand will through a dedicated landing page connected to an online ad.

In a nutshell: a landing page is a page on your site that is designed to convert visitors into leads.

Top 5 tips for optimising your landing page copy and design

1. Get to the point
Someone has actually clicked on your banner or search ad. This is the moment of truth. So, don’t do what I’m doing right now and phaff about building suspense…

Tell them what you want them to do, right away.

Hit them with the WIIFM
What’s In It For Me? That’s the WIIFM and they need to know right out of the gate. VIP treatment. 20% off. More ROI. Whatever it is, get straight to the point.

2. Can I glance it?
The best landing pages can be read at a glance. They’re what I call “scannable” - not a real word. It should be.

Use bullet points and lists to break up your content. You’re going to get a quick skim at best from most people, so make it clear and make it good, and refer to point 1 again!

3. Good form. Great call.
Even though it’s at number three on the list… the next thing is the most crucial. Make your conversion action really obvious! They’ve made it this far, you don’t want them to fumble a pass this close to the try line. Your Call To Action, conversion form or contact button should be crystal clear.

Remember: data suggests most users will give you between 1 - 3 seconds to give them a solid reason to convert.

4. Indicate trust
For those few users who will take an extra moment to dig a little deeper, add trust indicators. Give them access to reviews - perhaps pull out one or two short testimonials.

5. Brand it!
Be sure your brand identity - logo - UVP - are clear on the page. Even if they don’t convert now, they may change their mind later, and will need to recall your brand.

Pro tip: Give them other options to contact you. Alternative conversion options such as contacting you by phone work best for users wanting to take control of the conversation.

Big picture - Simple, and clean
That’s your design dictum. The layout and design of your landing page makes a big difference to your conversion rates. Use a clean, simple design that makes your copy easy to digest.

Want a hand landing your landing page conversion targets?
Talk to us about optimising your landing pages, increasing your conversion rate and improving your ROI!

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