Your business landing pages are important because they represent how you get online traffic. While you might specifically target customers to visit your homepage or direct traffic to blog pages, every page should be optimized. You want customers to click on your pages, make purchases, provide their email address, share your content with others and feel good about their experience.
With 65 percent of consumers making purchasing decisions on smartphones, your landing pages matter. From optimized images and CTA buttons to integration across mobile, here are the top tips your business needs to focus on for increased traffic and a better ROI.
Focus on SEO for Your Landing Pages
Search engine optimization (SEO) is a helpful way to reach specific customers. When you know your customers, you can strategize how to draw them to your pages.
To ensure your pages are SEO-friendly and usable:
Focus on using compelling headlines, concise meta descriptions, and strong keywords.
Use the correct HTML tags, have inbound links to other sites, and provide social media sharing options.
Provide valuable information your customers might need in the evergreen text, meaning there are no dates or images for Christmas and it’s now July.
Have email sign-ups with an e-book or white paper offer.
Use content that matches your AdWords campaigns for better Google attributes quality scores.
Review Your Landing Page Traffic Numbers
Landing traffic lets you know how many people visit your pages and where the traffic is coming from. You can track your traffic through your Google Analytics Dashboard. Kissmetrics has helpful tips on how to interpret this data. If you’re unsure about this, your marketer can help you.
You want to pay attention to your:
- Total search traffic
- Performance for organic searches
- Traffic by source
- Landing page views
- Optimization traffic
Use Clear CTA Buttons and Ensure Your Pages Integrate Across Mobile
More people are using their smartphones as mini-computers for all their shopping, gaming, banking and entertainment needs. To help them find your products and services easily, use big call-to-action (CTA) buttons that can help them if they are shopping on their smartphones.
You can work with your marketer on your CTA buttons and have them confirm that your site integrates well across mobile. That way if someone is on a smartphone, they can navigate your site as well as they would if they were on a laptop or desktop.
Test It Out: Try searching for your business on your smartphone or tablet. If you don’t see your text and images convert for smartphone use and you see only the desktop version of your full home page, speak to your marketing agency to immediately rectify this, because you’re likely losing a lot of traffic and potential sales.
Use Clear Images, Layouts and Color Schemes
HubSpot found that 67 percent of customers love shopping on sites with great images. Why? It makes them want to shop, and it makes them feel good. For example, a golf ad might have a full-color image of a golfer swinging with a new driver to draw golfers to a golf site for golf shoes, drivers, woods and so forth.
To help you have the best images relevant to your products and services, talk to your marketer about the images you want for your brand and test out different color schemes, layouts, and images.
Ultimately, if you’re unsure about website development, your marketer can assist with steps to optimize your pages by using new images, layouts, keywords, links and landing page content.