When it comes to your digital marketing strategy, landing pages are supposed to drive conversions. Having a web page that doesn’t rank well in SERPs and is unsearchable is a waste of time. Your landing page won’t get you conversions if no one can find it. Similarly, if that page isn’t optimized to target the right audience, it won’t do any good either.
Marketers know that effective landing page optimization consistently drives more organic traffic and the right leads—those interested in your product or service and, therefore, more likely to convert. In this guide, we’ll explore some of the best practices for ranking landing pages.
A landing page focuses on the targeted keywords you hope to rank for and always includes a call to action (CTA). It is usually part of a larger inbound marketing campaign, the goal of which is to increase your share of total search traffic within your industry. The main feature of the landing page is its form, which is designed to capture information about the visitor.
To be effective, landing pages must be clear and direct in the hope of providing an overall positive user experience. They should not distract with gimmicks, but should rationally guide the user towards a conversion.
A good place to start when optimizing your site’s landing pages is to look at your homepage. For example, Adidas is a great example of a clean, simple design that includes multiple CTAs. The entire page design reflects your brand identity and targeted offers, a key ingredient for driving conversions.
If you want your website to perform well in SERPs, you should focus on optimizing new and existing content for organic search. This is especially true for landing pages, where conversion and click-through rates largely depend on the quality of the content. A content audit can determine whether your existing landing pages are properly optimized. You can apply the tips below to new content that has just been published or content that is underperforming.
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