6 Purposes Of Website Landing Pages
Whatever method you use to bring visitors to your website, whether it’s through advertising on Google Adwords, social media paid ads, organic search traffic or offline campaigns, you should ensure that your landing pages are well targeted and optimised.
Your landing pages can help to boost sales, increase visitor engagement and achieve the goals of your business and you should test and revise them to ensure that they are effective.
1. Generate Response
To generate responses on your landing page, you should have a prominent call to action that states whether you want your visitors to purchase, download, contact, register, signup or whatever other action is important to your business.
There are multiple places on the page to place your call to action and some are effective and some are not and it all depends on the layout of your page and the call to action itself. A good tactic is to add it above the fold where it can be seen as visitors land and then place it in the middle of the text and at the end of your content. Also, you should consider repeating it as both text and image.
Some key metrics to track in Google Analytics are goal conversion rate and goal conversions.
2. Engage different audience segments
Pages should have the right combination of headings and sub-headings to show visitors that they are in the right place. They should know within a split second what the page is about and whether it is relevant to their need. Each page should ideally be focused on one audience and should describe the benefits that they will get from your business – and other pages should be focused on other segments.
Your objective should be to reduce bounce rates and increase visitor return rates.
3. Answer Visitors’ questions
Different visitors to your landing pages will want to know different things and have their questions answered immediately. Your pages should provide the info they need or explain how they can get it from other areas of your site or by other methods like chat and customer phone support. FAQs can be very helpful and these should be prominent on your site.
4. Communicate key brand messages
The goal here is to increase brand familiarity and favourability and it should explain who you are, what you do, where you operate, what you offer and most importantly how your prospects can benefit. You should consider using testimonials, reviews, ratings and other independent endorsements to increase your credibility.
Knowing what is most important to your audiences helps you to communicate key brand messages that will resonate with them.
5. Showcase product offers
Use landing pages to cross-sell similar products that your visitors and customers will be interested in and also to up-sell to existing customers by encouraging them to upgrade. Also, provide coupons and discounts which are effective incentives to get people to buy and to return to your site for more offers.
6. Attract visitors through SEO
Your landing pages should be optimised for the keywords that are important to your business to achieve high search rankings and attract high traffic volumes. Also, your navigation, copy and page elements should make it easy for search engines to index your pages and rank them higher. So, on-page optimisation should be a regular strategy for your business to help make your pages relevant to visitors and search engines.
Need help with your website content marketing strategy? Contact me to discuss how I can help you make your landing pages more effective to increase visitor engagement and return rates.