Businesses start SEO campaigns to reach the top of the SERPs. But, let's be clear, the goal isn't just to achieve a number one ranking. The goal, as it is in all business ventures, is to make more money. This is why SEO is often supplemented with pay-per-click campaigns and other traffic-generating initiatives. Regardless of how you get the traffic, though, money comes from conversions. 

So, with that said, a successful landing page is one that ends with the user buying or signing up for something (whatever you consider a conversion). Of course, this is much easier said than done. You can't make someone buy something. But by using a few different techniques you can certainly persuade them. 

Reel them in quick
Make sure the heading on the page aligns with the search term bringing people to the site. You don't want someone searching for "SEO copywriting services" to land on a page with "SEO web designers" as the heading. Make sure they know right off the bat that they can find what they're looking for on your site. 

Also, when writing the copy, mention the most important things first (bullet points help too). Chances are people won't read all the copy on the page--they'll read the first few sentences and then skim through the rest--so make sure they can find it. 

Write in the second person Your visitor cares about one thing: How can they benefit from your product or service? They don't want to hear about why your company is so great. They want to know if their needs will be met. Use words like "you" and "your." By doing so, you give yourself an opportunity to engage with the potential customer. You can ask them questions that have them saying "yes" and make them feel like this product is for them. 

Be careful with your creativity 
Creativity, as far as design and how you craft your content, can separate you from the competition, which can be a good thing. However, if you get carried away and use your landing page as a place to unleash your personal expressions, that can be a bad thing. Make sure the look and the tone of the page matches your brand. 

Remember that this landing page is a place for business. If it won't help improve your bottom line, it's not worth doing. 

Keep your writing tight 
Clear, concise writing is what sells. Start by writing a long first draft then cut it down to what's important. As for length, the content should be as long or short as it needs to be. You just don't want it to feel padded. Once you start saying stuff that doesn't need to be there, you're likely to start losing people. Keeping your readers engaged allows them to get more intimate with the product or service. 

Write for the web It's important to know the layout of the page before you start writing copy. This will help you get a feel for what users will see when they visit the page. As a general tip, remember that short sentences, short paragraphs, and simple language works best. Keep in mind that people tend to scan more than they read, so take advantage of subheadings and bullet points. 

In the end, internet marketing is about driving traffic to your site--whether through pay-per-click or from organic search. However, that's just one piece of the puzzle. It's up to you to create successful landing pages that take that traffic and turn it into conversions.

July 23, 2012





Todd Bailey is Director of Search, Media and PR with Gen3 Marketing and US Brand Ambassador for Majestic SEO. Also, Founder/Editor of pushStar.com






Comments(10)

Hi Todd,

Great read, thank you!

It's nice to read publications like this that concentrate on effective landing pages. Too many SEO's and website owners are concerned with one thing: high rankings. They put so much effort into trying to trick bots into "thinking" that their page is of high value. Instead, much effort should be put on conversion optimization of their landing pages, just as you have clearly stated in this article. High rankings are great, don't get me wrong. But, a landing page that converts is much more optimal than just a high ranking.

Thanks again,
John Morinaga

Hi Todd,

Thanks for the quick guide.

Engaging visitors so they stay on your carefully crafted lovingly nurtured landing page is easier said than done... but the end game is to always provide value and hopefully your visitor with click on a link on your sparkling, insightful landing page.. buy something really expensive and you can retire from the hamster wheel.. or perhaps it would just be nice for people to like what they see and return.. ;-)

I love IM/SEO as it is a combination of art and science..

Thank you,
Melena

I think writing with "you" and "your" language is key. People want to know what's in it for them; what problem of theirs are you going to solve. It's never about how great your company is; it needs to be about what you can do to help them and make their lives easier.

Good points Nick - You've got a short time period to make that first impression and displaying what you can do for them above the fold - solve that problem. That increases quick conversions.

While somewhat a tweak of, "Make sure the heading on the page aligns with the search term bringing people to the site," I'd like to add:

Make sure you're getting the right visitors to the site / page to begin with.

Casting a wide net - also known as tossing sh*t at the wall to see what sticks - is nonsense. Granted, for early testing it's helpful but once you're serious the crap should be cut and the focus should be on quality visits, not quantity.

I admit that for some this is stating the obvious, but too many others it's an ah-ha moment.

Great post. Yet another one that falls under, "Those who most need to read it are probably the least likely to do so."

Right, A clear comment will help to promote the business that will come colse very sort time. Achievement is not matter but the performance is impact on business (online small business). Making a good understanding with different platform people will increase your business. People need what they want. Keep it on mind that the people will choose the best solution about the problem what they are facing.

Thanks for this post!
I so agree with you when you said this "when writing the copy, mention the most important things first (bullet points help too)". This techniques makes it easier for the readers to point out the imporatnt details in your content.

SEO Writer at Syntactics Inc.

A perfectly optimized landing page really makes your search engine marketing campaigns effective. I was looking for such tips in order to increase the relevancy of the pages and to improve the quality scores.

Fascinating article! I always stick with Google's suggested landing page best practices. Those of which include being transparent/original, relevant, and easily navigable when users click your ad. I think one of the most important things is using the right copy in your ad, like you suggested. I always use certifications, qualifications, or any other trust bearing proof in my ad copy.

Thanks for this post Nick.

In my opinion having a proper landing page and proper creativity contents with proper organized keywords will be one of factors to increase the relevancy of the pages and to improve the quality scores.

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