Over the past few months, I have been working on a more strategic approach to SEO.
This begins with the development of a unique SEO strategy, a streamlined SEO plan, and ideation for upper funnel SEO content using the SCAMPER and Value Proposition frameworks. This month, I will focus on optimising service landing pages.
These pages represent the bottom of the funnel and are designed to attract both SEO and PPC traffic. They are user-focused and structured to drive conversions effectively.
By following this series of articles, you can progress from high-level strategy to lead generation, enhancing your SEO efforts.
To assist with this process, I have created a straightforward template that you can use as you navigate through this article.
Landing page optimization matters for SEO
Customers often explore your website, but certain key pages are specifically designed to drive conversions. These are often referred to as landing pages, although users may arrive at them through various customer journeys.
The crucial aspect is that these pages serve as the point where marketing efforts meet user engagement, and it’s essential to persuade visitors to take action.
If these conversion pages are not optimised, you risk losing potential customers and may see them leave your site without engaging further.
In today’s marketing landscape, where many searches lead to zero clicks, social media platforms are less inclined to send traffic, and AI technology continues to advance, it’s imperative to convert visitors into customers when they do arrive.
Below is a straightforward process for creating a high-performance landing page that effectively ranks well, engages users, and encourages them to take action with your business.
SEO leaks and leaky landing pages
Before we begin, it’s important to provide some context for our approach.
Earlier this year, there was a significant leak regarding Google’s search algorithm, revealing insights into how the leading search engine ranks results.
While there’s a lot to unpack in that information, one key takeaway is the role of user engagement metrics. Factors such as clicks, time spent on a page, and click-through rates (CTR) are believed to influence rankings.
Recently, SEO expert Cindy Krum suggested that user engagement may play an even more critical role in SEO. The theory is that Google is analysing user behaviour in Google Chrome to identify high-engagement pages.
Consider this: Google controls the most popular web browser, Chrome, and the leading mobile operating system, Android. They gather a vast amount of engagement data, and it makes sense for them to utilise it.
This is encouraging because it indicates that effective SEO aligns closely with good marketing practices. While it’s essential to fine-tune technical SEO and tailor content to the language of our target audience, we must also create pages that address their wants, needs, and challenges.
To develop a successful landing page that ranks well and converts visitors, we must prioritise understanding and assisting our target audience. This aligns perfectly with our goals!
Common landing page problems
Before we discuss what actions to take, it’s important to identify common issues that should be avoided.
- Overly Complicated Pages: Simplicity is key. A complex design can confuse visitors.
- Excessive Wordiness: If your message isn’t clear, potential customers may lose interest. Aim for concise communication.
- Weak Calls to Action: Every landing page should have strong, clear calls to action. If your prompts are vague, visitors won’t know what to do next.
- Misaligned Images and Text: Ensure that images and wording complement each other. Inconsistent messaging can confuse users.
- Unclear Language: Avoid flowery or ambiguous language. Clarity is essential for effective communication.
- Lack of Lead Generation: If your page doesn’t encourage lead generation, you miss out on potential conversions that could feed your sales funnel.
- Technical Issues: Elements like fast sliders can create a poor user experience. Ensure your page runs smoothly.
- Visitor-Focused Content: Remember, the content should cater to the needs of the visitor rather than focusing solely on your business.
These are just a few reasons why conversion-focused pages may fail. Understanding these pitfalls in advance can help you avoid them in your design process!
Who is the audience?
Before you begin, it’s crucial to clearly define your target audience segment.
This is a fundamental aspect of marketing but is vital for success. Your messaging will only resonate if it’s directed at a specific audience.
Select a well-defined segment and structure your page around their challenges, needs, and desires.
A perfectly optimized landing page: 10 key elements
Landing pages need to quickly convey how you can address customer problems or help them achieve their goals.
Many fail because they overwhelm or confuse visitors by trying to do too much. The most effective landing pages prioritise simplicity, clear messaging, and guide visitors through a series of steps leading to a call to action.
As busy marketers, this method offers a straightforward framework for creating impactful, optimised landing pages. It simplifies the process of structuring the page, allowing you to concentrate on what’s truly important.
There are ten key elements that make up an effective landing page.
Generally, using more of these elements improves results. While the order can vary, you can follow the layout provided here (and complete it using our template as you go through this guide).
For some businesses, not all elements are necessary; for instance, video content may not always be suitable. Thus, consider the first six elements as essential, while the others are additional enhancements.
Keep in mind that the most successful landing pages feature a clear message, highlight the consequences of inaction, establish trust, and effectively convert visitors into leads or sales.
The key components are:
1. Clear Header Section
You have about 10 seconds to make a strong first impression on your visitors and clearly communicate your offer; otherwise, you risk losing them. Consider these key points:
- What do you offer?
- How does it improve the customer’s life?
- How can they purchase it?
It’s important to address these questions right away. Keep your message straightforward—no complex phrases or clever wording, just clear, concise communication.
The components of your header should include:
- Headline: A straightforward headline that identifies the problem you solve, focusing on the customer’s main pain point or goal.
- Sub-headline: A brief explanation of your solution and its benefits to the customer.
- Call to Action (CTA): A prominent button that encourages immediate action, such as “Buy Now,” “Schedule a Call,” or “Get a Quote.” You might also include a transactional CTA for a mailing list or discount for those who need more time.
- Soft Call to Action (CTA): An optional secondary CTA for email sign-ups, downloads, or other ways to maintain engagement.
- Hero Image: A relevant image or video that grabs attention and supports your message, such as a product image or a video showcasing how customers benefit from your solution.
Keep in mind that while visitors might not convert immediately, they may return to the top of the page later, so a clear call to action is essential.
2. The Problem Section
This section outlines the consequences of not taking action, highlighting the stakes and the potential failure the visitor could face.
A bit of negative messaging can make the positive solution that follows more appealing—just don’t overdo it. Consider these questions:
- What are you helping the customer avoid?
- What is the cost of not using your solution? For example, wasted time.
Here’s what you should do:
- Identify the Problem: Briefly describe the specific issue your customer is experiencing, showing that you understand their pain points.
- Agitate the Problem: Emphasise the urgency of addressing the problem to create a sense of urgency.
3. The Solution Section
Now that you’ve presented the problem and its implications, it’s time to introduce your solution and the results customers can expect. This part is crucial as the positive aspects feel stronger after discussing the negatives.
Clearly outline your value proposition and explain why you can charge more than your competitors by adding value.
Often, businesses have these elements but struggle to articulate them. The Value Proposition Canvas can assist in listing product features and their benefits.
- Introduce the Solution: Present your product or service as the answer to the problem. Clearly explain how your offering provides value and addresses the customer’s issue.
- Benefits List: Highlight three to four key benefits or results customers can expect by choosing your product or service.
4. Trust-Building Section
Once you have the visitor’s attention, it’s essential to establish trust. This section adds further depth and nurtures the visitor toward taking action.
To build trust, demonstrate both empathy and authority. Empathy shows you understand the customer’s feelings, while authority conveys your experience and capability to help.
For example: “We know how frustrating it can be to have a website that isn’t converting. That’s why we’ve combined 25 years of web design and digital marketing experience to create this effective framework for websites that convert consistently.”
Include the following elements:
- Empathy and Authority Statement: A clear statement that reflects your understanding and experience, potentially as a header and subheader.
- Testimonials: Share customer testimonials that illustrate how your business has successfully assisted others in similar situations.
- Logos or Trust Badges: Display logos of well-known clients or certifications to enhance credibility and trust.
5. A Three-Step Plan
By this point, your visitor should be ready to proceed. Provide them with a simple, scannable three-step plan outlining how to move forward.
This plan should demonstrate the ease of working with you, clarifying the customer journey.
- Step 1: What the customer needs to do (e.g., “Schedule a consultation.”)
- Step 2: How your business will assist them (e.g., “We will create a customised plan.”)
- Step 3: The desired outcome (e.g., “Start growing your business.”)
Keep this section visually simple, ideally in three columns with a short header, image, and concise description. Remember, people often skim through content before a detailed read, so ensure it’s easy to scan and encourages further engagement.
3. The Explanatory Section
Not all products are straightforward. Some customers may need more information, which is where the explanatory section comes in.
This area can include paragraphs or additional elements like FAQs or drop-down menus to clarify your offer and address customer questions or concerns.
This section is also beneficial for SEO, so always:
- Clarify the Offer: In one or two paragraphs, describe your offer in more detail without using jargon. Reinforce the customer’s benefits and why your solution is the best fit for their problem.
- Overcome Objections: Use insights from your sales team about common customer objections. This section can help alleviate concerns and remove barriers to conversion.
- Include FAQs: If needed, add a series of frequently asked questions in a drop-down format, allowing customers to skim and find points of interest.
7. Video (Optional)
Some visitors prefer video content. While optional, a well-crafted video can help engage those who may skim through text.
Keep the video between 1 to 3 minutes:
- Engagement: Ensure the first 30 seconds are captivating to keep viewers watching.
- Video Hosting: Use a professional hosting platform to ensure the video loads quickly and effectively.
You’ve already done the groundwork, so summarise everything from the previous sections, which will appeal to those who prefer visual content.
. Pricing (Optional)
If appropriate for your product, include a pricing table. Pricing pages are often among the most clicked on websites for good reason.
Remind yourself of the classic 4Ps of marketing: product and price are crucial.
- Pricing Tiers: If applicable, present pricing options to show what visitors can expect for various service levels. Demonstrate value at each price point.
- Options: Offer a few pricing tiers if possible, even if that means bundling products.
9. Final CTA
Here, include a straightforward, strong call to action. Generally, repeat the primary CTA from the top of the page, along with a lightweight (email sign-up) and heavyweight (purchase now) option.
- Repeat Your CTA: At the bottom of the page, reiterate the main call to action, keeping it direct and actionable (e.g., “Get Started Now”).
10. Everything Else
Visitors may want to learn more about your company, so include any other essential information here.
Typically, this section resembles a standard website footer, featuring links to your About Us and Contact pages.
Conversion tips
To summarise, here are some key principles to ensure your landing page is effective:
- Clarity over Cleverness: Avoid using complex language or creative metaphors that could confuse visitors. Be straightforward and focus on addressing their problems with clear messaging.
- Limit Distractions: Eliminate unnecessary links, text, or images that divert attention from the main call to action. The aim is to guide customers down the page logically and purposefully.
- Consistent CTA: Use the same primary call to action (e.g., “Schedule a Call”) throughout the page to prevent confusion from having too many options.
- Mobile Optimisation: Ensure your landing page is fully optimised for mobile devices, as many visitors will access it on their smartphones.
- Page Load Speed: Make sure the page loads quickly. A slow-loading page can lead to potential customers leaving before they see your message.
- Video Hosting: Use professional video hosting to ensure
Sample wireframe layout for your landing page
Your landing page structure should include the following elements:
- Hero Section
- Headline
- Sub-headline
- Call to action
- Hero image or video
- Problem Section
- Outline the customer’s problem and explain its significance.
- Solution Section
- Introduce your solution and highlight key benefits.
- Trust-Building Section
- Include testimonials and logos or trust badges.
- Plan Section
- Present a simple three-step plan to show how easy it is to work with you.
- Explanatory Paragraph
- Clarify your offer using straightforward language.
- Pricing Section (Optional)
- Display pricing options if relevant.
- Final CTA
- Repeat the main call to action with emphasis.
The result
The outcome of this process is a clear plan for a page that will rank well, engage users, and drive conversions.
Usually, we fill out each section of the template, and it can be helpful to sketch it out on paper to visualise the layout.
Once this is done, you can hand it over to your web designer or development team to create a visually appealing page.
This method helps you outline effective landing pages that eliminate any confusion for your visitors and direct them smoothly towards conversion.
More Digital Marketing BLOGS here:
Local SEO 2024 – How To Get More Local Business Calls
3 Strategies To Grow Your Business
Is Google Effective for Lead Generation?
How To Get More Customers On Facebook Without Spending Money
How Do I Get Clients Fast On Facebook?
How Do You Use Retargeting In Marketing?
How To Get Clients From Facebook Groups
What Is The Best Way To Generate Leads On Facebook?
How Do I Get Leads From A Facebook Group?
How To Generate Leads On Facebook For FREE