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.
July 23, 2012
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.
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