Five Ways to Increase Your Landing Page Conversion Rate


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Small business owners have a plethora of tools available at their disposal, from website builders that simplify the process of building a website to email marketing tools. Such tools help produce a quality product and ensure your small business always projects a professional image. 

If you've used a website builder before, you know there are countless features that help optimize web pages and create a unique visitor experience. This is accomplished through tools for SEO, third-party integrations like MailChimp, PayPal, and, often times, the ability to build a landing page. 

What is a landing page? 

In short, a landing page is a dedicated page designed to motivate a visitor to take a specific marketing action. Before you design your landing page, it is important to know exactly who your core audience is, define them, and speak to them directly. 

This process of a site visitor taking the action you desire is known as a conversion, and there are all kinds of conversions. A conversion can be as simple as entering an email to download a free guide or sending visitors to a landing page that details the specs of a new product. Whatever your measurement of conversion is, landing pages can be created to accommodate those measurements.

So, how do you increase your landing page conversion rates? Below I've outlined some best practices for building a landing page

The essential elements of an effective landing page

There are several important elements to include when creating a landing page. First, you want to make sure the page is just that – a single page that is dedicated to a product, service or an upcoming event. 

You can also build a landing page for content download purposes. This means you can offer an informative how-to guide or piece of content that a site visitor would exchange valuable information for, such as an email address, phone number and other important contact/demographic info. 

After you have a sizeable enough pool of customer data, you can use email marketing tools to send relevant emails to segmented audiences. This particular segment should directly benefit from the emails you send. Your emails should encourage customers to take actions, such as making a purchase, but there are endless actions you can use.   

Here are the important elements you should include in your small business landing page: 

  • Benefits: List the benefits of your product or service and its unique selling points.

  • Photos: Include one or two engaging and relevant photos.

  • A call to action: Include a clear call to action that compels visitors to take certain actions, such as providing their email address or other contact information.

  • A thank-you page: A thank-you page is the page visitors are taken to once they complete your required action. It should convey a heartfelt message thanking visitors for performing the action requested in the previous step.

Now that you know the ingredients for a landing page, here are five tips to help you optimize your landing pages so they get noticed by search engines and potential core customers.

1. Perform an SEO checklist.

SEO is undeniably one of the most important elements of a website, and landing pages are no different. They must be perfectly optimized using the right H1 headings, links and keywords.    

2. Use H1 headings.

Not only do they look nice, but H1 headings serve a valuable purpose. They indicate to search engines, like Google, the hierarchy of your content. For example, an H1 heading indicates to a search engine that this is the most important point of your landing page. 

3. Sprinkle keywords throughout the page.

When creating your landing page, spend some time thinking of specific words that relate to your product, service or overall goal. You'll then want to use these terms throughout the text on your landing page (in a style that sounds conversational). 

If your landing page is about small business and entrepreneurship, using keywords like "entrepreneur," "small business owner," "small biz" and others you identify can be beneficial. These are, of course, examples of what can be used in terms of keywords. Your company will have its own terms that can be used as keywords.

Conducting keyword research using planning tools is also recommended. There are a number of free tools available at your disposal for this purpose. Google Trends is a great example of a tool built for such research.

4. Include links to relevant content.

Finally, links are important. You should link to relevant content that helps further your goal of increased conversions. For example, let's suppose you're offering a free download of a how-to guide. If you have a button on your landing page with the call to action of "Click for your free download," this link should lead visitors to either the download, or it could lead the visitor to a form where they enter contact information – their email address – to receive the free guide.

5. Turn to additional tools for help.

If you have additional questions on how to build a landing page, there are several resources available for small business owners. Search for tutorials on YouTube or check out some of the articles on Moz and Search Engine Land. There are many credible online resources that can help you with your marketing conversion efforts.