Landing Page Optimization (LPO): Converting the Visitor

One of the common issues I see when helping clients with SEO or PPC programs is poor landing pages that scare visitors away or aren’t built with converting in mind. You don’t exist online if you don’t have a search engine marketing plan, but there is no point bringing in new visitors if you aren’t ready to make them clients.

Landing page optimization (LPO) can differ to some extent, based on what your ask is, but there are a number of key elements that should always be put in place.

• analytics: Make sure you have Google analytics or some sort of metrics set up to see what visitors do when they come to your site. Otherwise, you are just guessing.
• Simple and Specific Message: Your page should be specific to what product or service you are offering. People clicking on an ad for back pain relief don’t want to be sent to a generic home page or services page that just lists what you do.  They want to see how you are going to relieve your back pain.  They often want to even see it in the terminology that they used. Having very specific pages helps with placement in SEO and in PPC and always leads to better conversions.
• Clear Call to Action: What do you want them to do.  Make sure there is a simple form and your phone number on any landing page, and make it clear and easy for visitors to sign up or get in touch. I suggest offering multiple methods of contact (phone, form, email), without making it confusing.  Also be clear and concise about what they are getting if they sign up. (Free evaluation, newsletter, appointment)
• Good Site Structure: It should be clear that they can learn and dig deeper about certain offerings without cluttering up the page and confusing the visitor.  Clear text links to learn more and an obvious navigation structure so the visitor doesn’t get confused. The primary goal click should be the clearest and most obvious though.
• Flexibility: Try a few different versions of your landing pages and test how they convert.  Keep an eye on analytics for high bounce rates or poor performance and don’t be afraid to do a little PPC to test on page against another.

These are all important elements to make sure your site and pages are running the way  you intended, to get new customers or clients.  If you need help digging in to your site and make sure it is doing what you want it to do, give us a call and we can help move you in the right direction.