The art of customizing a great optimized landing page lies in delivering two messages. On the one hand, it’s the message “My page is strategically designed to attract viewers and generate conversions”, and on the other, it says “I am also approved by search engines”. There is a way to account for both of these goals when creating landing pages for SEO. The following sections are addressing two of these requirements simultaneously.
WORDING OF CALL-TO-ACTION
A landing page is by definition a more concretely-oriented source of information and, importantly, further action. In addition to introducing the viewers to your site, it gives them valuable hints of engaging with your business.
It is true that all your title and introduction content have to sound attractive to your customers, but embedding keyword information and making it clear for Google is a crucial part of getting noticed. Your landing page has to be a 2 in 1 package of useful information and easy-to-read catchy content. It will take you some time to learn, but the result is worth it.
Make sure you make this call-to-action possible by allowing your potential clients to do what their intuition advises them, like clicking on the offer to proceed with it. 42% of offer-related graphics are not clickable!
MINIMALISTIC, BUT CLEAR
Don’t overload your viewers with too many offers and ad-related content. Also, your information has to be accessible for the Search Engine to rank you higher among others. By making the landing page complicated, you’re making it hard for both people and computers to get to the core of your description and offer.
SAFE AND TRUSTED
With an amount of scam and improper security checks around the Internet, it gets pretty hard to gain customers’ trust, especially if you’re trying to get them to buy from you. For that very reason, your landing page has to be trustable for people to stay and get into action. Yoast describes this as “security signs”: precautions with passwords and site usage tools, which ensure that you care for customers you’re delivering for.
Creating inbound links should help both your viewers to navigate the landing page and the SEO to tie your page to a wider net of resources. Just because your landing page was not created for SEO purposes, but, rather, for audience-generating purposes, doesn’t mean you shouldn’t reference sites with expertise.
ORIGINAL, BUT CONSISTENT
Making you look different from other product-related businesses is one goal, another is to build brand awareness that Search Engines claim landing pages lack. There is nothing less attractive than a customer forgetting with whom they’re dealing. So, it remains your task to keep it consistent and professional. Logos, pictures and design play their role in this, but also your style of delivering content, which should make your clients remember that it’s You they are working with.
As an example, think about the times when you start watching another video of an Apple product. You can almost always guess right away that it’s them and no other company talking to you. Brand awareness opens doors.
A landing page is perfect for making your viewers aware of your business and its goals, as well as inviting them to engage with you from that moment on. As every Web page, it can’t be only a source of use to your website, but the Search Engine has to benefit from the landing page’s utility as well. By optimizing it for your target audience, you are ensuring that your landing page avoids the common problems with SEO.
Image Credit: Raumrot