How to Optimize a Landing Page

landing page optimization

Just a few minor changes to your landing page can result in much better results for your business. Landing pages are the destination for your calls-to-action and the transition point where a visitor either becomes a lead or even a conversion. Here are some key elements of a well optimized landing page. Keep in mind we’re not just optimizing the page for search engines, we’re optimizing the page for conversions, too!

landing page optimization

  1. Page Title – the title of your page is going to be displayed in search results and social shares and is the most important element of the page to entice someone to click. Choose a compelling title, keep it under 70 characters, and include a robust meta description for the page – under 156 characters.
  2. URL – Because your URL is displayed in search results, utilize a short, concise, unique slug to describe the campaign.
  3. Heading – this is the strongest element on the page for enticing your visitor to continue and to complete the form. Landing Pages typically lack navigation elements as well… you want the reader focused on the action, not options. Utilize words that drive the visitor into action and add a sense of urgency. Focus on the benefits that the visitor will gain by completing the registration.
  4. Social Sharing – incorporate social buttons. Visitors often share information with their networks. One example is an event registration page… when you’re registering for an event, you often want others within your network to also attend the event.
  5. Image – adding a preview image of the product, service, whitepaper, application, event, etc. is a visual element that will increase conversions on your landing page.
  6. Content – Keep your content on your landing page brief and to the point. Don’t focus on features and pricing, instead focus on the benefits of completing the form and submitting your information. Use bulleted lists, subheadings, bold and italic text for emphasis.
  7. Testimonial – Adding an actual testimonial from a person and including an image of the person adds authenticity to the offer. Include who they are, where they work, and the benefits they achieved.
  8. Form – the less fields on your form, the more conversions you’ll achieve. Let people know what information you need, why you need it and how you’re going to use it.
  9. Hidden Fields – capture additional information about the visitor like the referring source, the campaign information, the search terms they utilized and any other information that can help you to prequalify them as a lead and convert them into a client. Push this data to a lead database, marketing automation system or CRM.
  10. Legal – you’re collecting personal information and should have a privacy statement and terms of use to fully explain, in detail, how you’re going to utilize the visitors information.

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  1. 1

    While I think this layout would be a great starting point for some industries, for others this would just have way too much going on. Only way to really know is A/B testing.

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