Landing pages are key for both Search Engine Optimization (SEO) and conversions. While visitors can land on any page in the site, directing traffic to a designated landing page helps convert by showing all the key features of a service, product or group of products. Unfortunately, most websites get it wrong.
This useful infographic from PPC Hero (via Hanapin Marketing) points out all the necessities. It’s from last year, and some of the numbers have changed, but the core concepts have not. See below for key points.
When designing the landing page, be sure to put all the key information above the scroll line (“above the fold”). While content can fall below this (requiring scrolling), Calls to Action should be viewable upon page load.
Other key factors:
- Include a CTA – surprisingly, nearly 30% of small business sites don’t have anything more than textual or image links to other pages.
- Use the right voice for your target audience. What helps sell gadgets to geeks won’t necessarily help sell fabric to quilters.
- Include key facts, testimonials and, when appropriate, ideas.
- Don’t waste space with images that don’t spotlight exactly what you’re trying to sell. A generic stock photo doesn’t cut it.
- Always test the results. Use analytics to see if there’s a decrease in exits, and an increase in CTA clicks.