The key to landing page success

Seeing as your landing page could be the first interaction a potential customer has with your brand, it’s best to make a positive first impression.

A strong landing page isn’t just about impressing prospects and preparing them to convert. It’s also a massive part of SEO and PPC success. A good landing page typically results in lower ad spend with higher rankings. So here are a few things you need to check for your current pages and ones you plan to create.

Page speed

Page speed is hugely important on landing pages. You have a very small window to convert when someone clicks through to your page. One to three seconds is fine – anything longer than four then potentials tend to bounce. Google has some helpful page speed checking tools that you can use for testing.

Call-to-action (CTA)

Once a visitor lands on your page, they will need to see a clear CTA and information on how to convert. Present the offer you’re advertising and what they need to do to get it. If they don’t understand how to get what they want, they will leave.

Avoid the clutter

Ensure your landing pages are clean and simple. Don’t put any other links through to other marketing material or pages. Your landing page has one job – securing leads. Not gaining a few extra likes on Facebook.

Reviews and testimonials

Social proof is essential in communicating the value from converting. It builds trust as they can see others have gone through the process and got what they were promised.

Ensure your CTA works

Make sure an action leads to the expected result. All forms on landing pages need to be clear and functional. Download links must always work. Purchases must go through. Violating a potential customer’s trust at this stage won’t make them want to return in a hurry.

Read and comment on the original Social Media Today article.