Landing page Specific role on Search Engine Marketing to get results. Landing page Specific role on Search Engine Marketing. Here I’ll share about how Landing page Specific role on Search Engine Marketing.
Landing page Specific role on Search Engine Marketing
Generally speaking, a landing page is any page on a website. Most typically the homepage, it’s a page that is accessed—“landed on”—via a link on another site. They can be individual blog posts, product description pages, or content like an “About Us” page.
When it comes to marketing, a landing page has a specific role: to convert. As part of a marketing campaign, specialists optimize a landing page, also called a “lead capture page,” through language and design to get a visitor to convert by taking a specific action.
With this goal in mind, you can be creative about how to best use that page:
Target a specific audience group, highlighting information that’s specifically relevant to their needs and interests.
- Support a specific advertising or PR campaign with links to relevant materials.
- Promote sales of a particular product or service, prompting people to either purchase or provide their information for further details.
- Focus on a particular topic, like an area of specialization, product, or service.
- Optimize to support a PPC campaign, contributing to a great Quality Score by delivering the exact information searchers are looking for.
- Collect visitor information for contests and special offers.
- Organize information to build on presentations at an event or conference to gather feedback, track information requests, or download materials.
What makes a great landing page?
Since landing pages are meant to move someone to take a specific action, the key to an effective landing page is focus. In the context of a PPC campaign, this means having an expert create a page that delivers exactly what people are looking for.
For example: If you sell household electronics and your paid ad promotes your selection of noise-cancelling headphones, your landing page should feature your noise-cancelling headphones. Directing people to your homepage instead, where they’ll need to sift through your product categories or do another search, will lead to frustration and a poor chance of getting the sale.
Planning your landing page, you should answer the questions that are critical to any promotional campaign, including your objective, target audience, and metrics. The narrow focus of the messaging will guide your landing page design, but here are a few other considerations.
Clean design. From the headline to the images you choose
- it should be very easy to see what the page is about.
- Why it’s relevant, and what the next action should be.
- A good headline. Your headline should be compelling and direct, interesting but not so clever that the topic of the page isn’t still obvious.
- A compelling headline tells someone they’ve found what they’re looking for and encourages them to read on. Try to match your heading with a trigger word (i.e., why, why, how, or when) that matches the visitor’s intent.
- Also a compelling call to action (CTA). Whether you want a visitor to make a purchase, give you their contact information, or download a file, the CTA should be easy to spot and optimized to get the most conversions. Will your mailing list get more sign-ups with a button that says “subscribe now,” “register today,” or “sign me up?” You may need to do some testing to find out.
Optimize your lead capture form. Lead generation forms aren’t just a critical part of landing page design; if you get it wrong, people won’t bother filling it out. There is no standard length for sign-up forms: website review service WooRank has found that shorter forms generally get more responses, but people who take time to complete a longer form tend to be higher-quality leads. As with a CTA, only testing can tell for sure what your particular audience will do.
Follow other standard SEO best practices to ensure your entire landing page is optimized.
In addition to engaging a copywriter to write enticing copies for your campaigns, a web designer can create polished and optimized landing pages that will get people to convert.
WHAT IS A/B TESTING?
A/B testing is a simple concept: test two nearly-identical versions of the same thing and see which one does better.
There are many websites that offer advice, case studies, and best practices for marketing campaigns. But the only true way to test what works with a target audience is to test different options live and see what happens. This is the data-driven approach to marketing touted by many marketing specialists and often implemented by high-growth companies to rapidly test simultaneous ideas.
You can A/B test anything. Here are a few ideas:
How does using clipart versus photos of real people impact conversions?
Does adding video to your sign-up page improve results?
Do people respond better to headlines focused on action or benefits?
Fine-tune your call to action (CTA): Do response rates change with different language, colour of buttons, link placement, etc.?
How does the length of your sign-up form impact completion?
Testing different elements can give you the insights you need to:
- Tweak headlines and descriptions for better results
- Refine landing pages to perform better
- Compare identical ads on different search advertising networks
- Refine your keyword groupings
PUT IT ALL TOGETHER
Giving some thought to each of the aspects just discussed can get you more traffic to your website at the top of the sales funnel. You have already taken the first step to educate yourself in SEM and can learn more from free articles and case studies on marketing available here.
The seasoned SEM gurus usually transition from helping individual companies full-time before seeking more thrill in consulting for multiple industries as freelancers on platforms like Upwork. While you build your own knowledge in the subject, you may be able to outrun the competition by hiring such expert freelancers that many successful organizations use as their secret sauce.
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