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Nathan Gaidai
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4 Ways To Optimize Your Landing Pages To Rank Online

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One of the most important parts of a digital marketing strategy involves building well-rounded landing pages meant to drive conversations and sales. Simply put, a landing page that doesn’t perform as well as it should is a waste of a webpage. It involves content placement, and if the landing page isn’t optimized for the right audience, it won’t perform as well.

That is why marketers understand the importance of effectively optimizing landing pages to drive more organic traffic that is shaped toward potential customers interested in your products or services.

That is why, in this blog post we will deep dive into how to better optimize your landing pages to organically rank higher online, and attract the right customers that will convert.

 

What are SEO landing pages?

No matter if virtually or physically, all businesses strive to reach as many customers and ultimately as many sales as possible. Specifically for companies that want to scale their operations online, optimizing landing pages is a must.

SEO landing pages focus on laser-targeted keywords that we hope to rank our page (and website as a whole) higher, which always involve CTA’s (otherwise known as call-to-actions, which are usually buttons).

Optimizing them is always included in the bigger picture of a marketing campaign, where the goal is to grab a bigger piece of the organic traffic to lang on to the website.

The main part of the landing page is the form for customers’ information. Another point is to provide an overall positive client experience on the website by being as clear and direct in providing the information. The best websites usually have little to no pop-ups and distracting text and are focused on funneling the user toward a conversion event.

The best place to start with optimizing the website is by starting the homepage, which is the standard page for the website (for example – https://seojokers.com/). The principle is pretty simple, having a clean, simple design with several CTA’s, as well as past customer reviews which build social proof.

And so, to build well-performing landing pages, the focus should be on optimizing content (both new and old) for organic search. This correlates with the fact that conversions and CTR is mainly driven by the quality of the content, which means that a content check determines how well your landing pages are optimized.

 

Why is landing page optimization so important?

The main reason why landing page optimizations are so important is the conversions or lack thereof. If you find the analytics saying that page visitors don’t move past the landing page, it’s time to evaluate.

The experience that the clients have with your landing page reflects whether or not they will have a positive or negative experience with your brand, and ultimately if they get closer to your conversion goal.

If every single piece of content, text, or button makes it easier for clients to get to your conversion goal, the easier and faster it’s going to be to reach our goals.

Also, the landing page experience has an impact on ad rank position, Quality Score, and overall advertising costs. So, if the landing page has aspects that make people constantly leave without making a purchase, it could leave your ads to show less often, or not show up at all.

Additionally to that, here are additional benefits to optimizing your landing pages.

 

Decreased Bounce Rate

The more the landing page is tailored toward a niche-specific audience, the less likely they will click away or bounce off the page immediately, as they will be interested in the services or products that you offered. And if you’ve done your research right, the landing page would be tailor-made toward their interest.

Simply put, if the ads drive the target audience to a niche-specific landing page instead of a generic one, it will lead to an increase in on-page-time, and conversions and reduce our overall CPC (an acronym to cost-per-click). It also reduces the negative side effects of a general landing page, like a high bounce rate, and low time-on-page.

 

Improved Ad Position

Briefly touched upon above, a well-designed landing page positively affects our advertising, such as decreased CPC, and improved CTR (otherwise known as cost-per-click), which then leads to an improved ad position.

This is mainly done when Google’s algorithms discover that your landing page is more relevant to the target group compared to others. Along with a great UX, high-quality content brings your ads to show up at higher positions, for less of a cost.

Just like organic positioning, ad positioning is another vital aspect of the business, to attract potential and current customers.
Improved Quality Score

The relevance of the landing page to the audience also plays a huge role in how Google Ads calculates your Quality Score. The more relevant the landing page, the higher the Quality Score will be, which brings forth a whole host of benefits on its own.

Just like a higher ad position, a great tailored landing page also reflects the Quality Score, which then results in a lower cost-per-click.

Increased Links & Authority

A well-defined landing page, and how it’s optimized, is usually related to the website content, how and where it’s placed. If it provides the necessary content, your website visitors will be more likely to share the page with other people. That results in improved social proof and better brand exposure, at little to no cost.

Essentially, you can build a network of customers, that share your brand with others, which expands your target audience and exposes them to your well-designed laser-targeted landing page.

 

Landing page optimization best practices

The most commonly recommended best practices to optimize the landing page, even from Google themselves, are those that generally have the landing pages be oriented toward the clients, in a way that helps them access the information, process it and decide the next step, which if designed well, will be also of benefit to both parties.

The best practices that positively impact customers when making landing pages are:

  • Relevant
  • Trustworthy
  • Easy
  • Reliable

These might seem like no-brainer best practices when building anything related to the business, especially online where the exposure to clients is exponential compared to physical stores, but they get often overlooked.

 

Relevant

For the landing page to convert and to be most effective, it should be relevant to the target audience. How relevant the landing page reflects the ad positioning, Quality Score, bounce rate, etc.

If the landing page is relevant to the target audience, there is less need to waste effort on convincing clients to buy your products or services.

 

Trustworthy

A landing page also is a tool to build or break trust with current and potential clients. A poorly designed website lacks enough information or content that is misplaced, which could lead to a decrease in social proof and how clients trust the brand. The trust factor is pretty much a complication of the website being easy, relevant, and reliable.

Let’s take Apple’s official website as an example, which has a clean, smooth, and simple design with all of the information provided there about the products they offer. In short, the landing page also sends a signal to your customers that the brand and products/services are credible.

Easy

An easy landing page is effective, meaning less possible effort is needed to reach the conversion goal. Logically, this includes not having a million links and pop-up banners, that take more than 3 clicks to do. A landing page should be simple, and straightforward, and include a great and easy mobile experience.

 

Reliable

Contrary to popular belief, clients apart of the target audience don’t use the same devices. Whether it’s an Android or iOS, mobile or laptop, clients tend to access their preferred websites in several different ways.

Although mobile seems to be an increasing trend when people access websites, regardless of the landing age should be consistent and accessible, no matter from where it’s accessed. As we’ve spoken in a previous blog post, a big part of a website being reliable is how fast it loads. The faster, the better.

Any slowness on the landing pages often leads to clients being impatient and leaving, and a fast and reliable landing page will prevent that.

 

1. Relevant landing page characteristics

Conversion-wise, the more relevant the landing page is to the user, the higher the chance that they will convert. That is why building a funnel where the ad and landing page match the target audience leads to an overall positive impact for the business.

 

Keyword placement on ads and landing pages

Keywords are always important no matter what you do with your website as that is how easily clients will be able to find you organically. On the note of paid ads, keywords help Meta and Google find the right niche audience that they think would be best for your products/services.

Effective keywords are placed on specific landing pages, page names, ads, social media, etc. That ensures that your content is relevant to the target audience and provides are seamless transition from one platform to another (like from social media to website), which of course improves the overall user experience.

Going back to the previous example, if you sell power banks with specific features or functionalities, you should be using those same keywords across social media, ads, and the landing page for that product/service.

If you don’t know where to start with selecting the right keywords for you, we’ve linked Google’s tips on choosing the right keywords for your business here.

 

Element placement on the landing pages

Right element placement on the landing page also works toward making the landing page more relevant for the audience, which increases the likelihood of them converting. Well-placed elements also mean a simpler design to the landing page, which positively impacts the search rankings. As an amazing benefit, the right element placement helps improve the speed of the website, especially for mobile, which impacts the bounce percentage, time on page, and conversations.

On that note, we have dedicated blog posts on building a content strategy, as well as creating high-quality content that will help you with your efforts.

 

Product/service-specific landing pages

The cool thing about landing pages is that you can create as many landing pages as you need for all of the different products/services that you provide.

So, instead of sending the entire traffic to a generic home page, you can redirect them to a tailored niche-specific landing page so that they get the information that is relevant for them and doesn’t randomly click around to find the right content for them.

Not only do laser-targeted landing pages decrease bounce rate, but they also improve the user time-on-page stat, and they also it lets Google’s algorithms know that the page is the best choice.

For example, if you sell phone accessories like protective masks, cables, and power banks, you can create different landing pages for all of the different products, which will individually rank and for which you can target audiences that are interested in the specific product while connecting all of the products to the main page.

 

Same offers on ads and landing pages

Usually, when we are dealing with potential clients that need that extra push to convert and perform the action we want, we need to offer them something that is of value to them. Whether it’s free delivery or free 15-minute consultation, the offer that is presented to the customers should match across all channels, to remain consistent.

It also ties in with how trustworthy the brand is in the eyes of the users.

 

Laser-target ads with ad groups

A highly effective model of setting up ads is by using ad groups, to group ads with similar offers or products/services in the same ad group.

Group ads for similar offers or products in the same ad group. Using ad groups, you can organize your campaigns more effectively, and make sure your ads are relevant to the keywords that consumers are searching for.

 

Same CTA’s on ads and landing pages

Along with keywords, CTA’s (or call to action, i.e. usually buttons) are important as we specify clearly and exactly what action we encourage the customer to take, to perform a specific action.

CTA’s like “Book Online”, “Buy Now”, and “Sign up” should go hand in hand with the high-quality content, which is also engaging, that you have on the landing page, and should be placed exactly where the statistics show that clients are most likely to click on, and are “action ready”.

Having said that, the CTA’s that you have on the landing page, no matter which specific one you’re using should match the CTA’s on your ads, social media, and anywhere else where we can interact with clients. This, just like the keywords helps improve the entire customer experience.

For example, if you offer dermatology consultations, the CTA “Book Online” should be placed on social media, ads, and landing pages to match exactly what action you want the client to do, no matter which channel they are on.

 

Highlight unique features

Part of creating high-quality content is also presenting exactly what the product/service is, why is it beneficial to customers, and how is it better compared to the competition.

The content should be unique per landing page and should be in an easily digested format, with spacing, short paragraphs, as well as images and videos, explaining the service/product as well as what’s unique about it.

The more the clients understand the product/service, the faster the decision they will make to perform the action that you ask of them.

 

Highlight CTA’s and offers

When positioning the elements on the landing page, and when designing the ads, the CTA’s and the offers should stand out to catch the attention of the clients. You would be surprised how many times people haven’t perceived an offer or button just because it didn’t stand out well enough.

Things like adding extra blank space around the CTA and the offers add to the fact that the customers. If it grabs the attention of the customer, it will inevitably lead to a conversion.

 

Simple and direct language

The tone, type of sentences, the complexity of words, and terminology should reflect the target audience. Also, this is directly related to keywords, which go hand in hand with the language that you use to communicate with the target audience.

For example, the content would be different if the target audience is a group of surgeons, compared to lawyers. In any case, if our target audience has a wide range of people, the language should be simple and direct with all of the information the customer needs, the benefits of the product/service, and how to get to those benefits.

 

2. Trustworthy landing page characteristics

Trust is one of the foundations of modern society, which includes the client-business relationship. Simply put, if trust is built and continuously enforced with the client, it will lead to have long-lasting and profitable relationship.

 

Business contact information

Another part of building trust with the customers is if they have a problem, they would know who to contact for help. This helps the users feel safe with the brand, product/service and lets them know that you are willing to communicate and offer customer support. It also helps with improving the overall customer experience with the brand.

It is advisable to have a separate “Contact” page with all of the business information, which is linked to all of the landing pages, and then added to the header and footer of the website, to be visible on any page (a good example of this is the SEO Jokers Contact Page).

 

Emphasize the why if collecting customer data

If you’re one of those businesses that have a funnel where on the website you ask the customer to provide additional information or ask them to be a part of your newsletter, emphasize why you need that data.

Because usually, people don’t want to give their personal information away and to build trust between the brand and the customers, tell them why it’s necessary for you.

Clients will trust you more if you ask for their email to join your weekly product-related newsletter, and then they receive what they’ve agreed to.

 

Transparency, including all costs

The landing page is one of the first impressions that the customer has with your business if they directly open your landing page from search engines. As the saying goes “There is no second chance to make a first impression”, it is important to come across as honest and transparent to the customers by providing clear and detailed information beforehand.

This seems as counter-intuitive as it might drive some customers away, but the reality is that scaling a business online requires being trustworthy, putting the customer first, and improving the quality of the service.

The quick money that we will get is cents on the dollar compared to having a loyal client, that continuously buys from us and knowingly or unknowingly refers us to new business.

So, if there are any extra fees to the service/product you are offering, or countries available to ship, make sure to disclose it to the customer before they proceed with the action.

 

Check the grammar

You would think that spelling mistakes get only gets grammar-nazies angry, but it’s a matter of perception for every client that interacts with the business. In general, websites with grammatical errors, or un-conversational language are a big red flag that the business is not serious, professional, and a scam.

That is why, always make sure to double the content to ensure that it’s high-quality and flawless. This lets customers and search engines that your brand and products/services are trustworthy, and the more trust is established, the more profitable and long-lasting relationship will be.

Another tip is if you have an international brand and a few different top-level domains, to check how specific grammar structures, like the “z” in the US, and “s” in the UK. This will make the brand feel local, although it’s not, and it will psychologically create a connection with the local population and the brand.

 

Avoid pop-ups

Having simple, fast, easy-to-navigate, and well-designed landing pages also factor into the trust factor between clients and the brand. Within the “simple” aspect of the landing page, having little to no pop-ups go without saying.

Not only are they annoying, but they also might scare away potential customers by asking for too much information in such an “in your face” method.

While you could get away with 1 popup on the landing page, it’s recommended to have none at all and find another way on the website to get the information from the clients or to ask them to do a specific action.

 

Provide a safety net

Most people aren’t ready to purchase your products or services as soon as they enter the landing page from the ad. Although they might be a part of your target audience, caution is simply something that exists in everyone.

Those users are what’s known as potential clients, leads, or inquiries, and about 6 out of 10 people are a part of this group, depending on which statistic you read. To capture those types of users on the website, it’s best recommended to have a lead generation funnel, with a secondary call to action on the website.

That secondary CTA is going to provide them with the safety net they need to perform the action that you want them to. This type of call to action is usually a none firm commitment, for example, to offer additional information about the services/products you offer.

For example, if you’re an up-and-coming vet in your local city, to build trust with new users, you can provide a secondary CTA with a lead form, from which you will contact potential clients and offer a free consultation. That way the clients would be able to get a sneak peek of the business.

People want to feel safe, and so a safety net is a great way to build confidence, improve time-on-page, and is the first of many steps to building a long-lasting client relationship.

 

Display client reviews

A huge part of building a long-lasting and profitable relationship with a brand and its customers is to focus on what’s known as social proof.

This concept is prevalent in psychology, as it demonstrates to potential and existing clients that your brand is well-established, and can be trusted, but providing examples of the business you’ve done in the past with past clients.

This will also give them an insight into the way they will be treated as customers by your brand, and if they will get what they’ve paid for. Not to mention all of the statistics that suggest clients read online reviews before making their decision.

And because reviews can sway the client in one direction, it’s important to build that social proof.

 

Display any certificates, newspaper or TV mentions, etc.

Unlike the T’s & C’s, any type of official accreditation that you have should display at the target sections of the landing page where all of the clients can see them. These accreditations lead to an increase in trust and relationship-building, as it’s the other form of social proof.

Having certificates or other 3rd parties saying positive things about your company can sway the opinion of the user when deciding if they want to proceed further.

A pro tip is paying newspapers a fee for you to appear in their online (or sometimes physical publication) so that you can post their logo on your website. No matter that newspapers are the old form of content, potential clients can be influenced to convert if they see that your business has been in the New York Times.

The more credible you make the brand and business, the more comfortable the clients will be to purchase your products and/or services.

 

Simpler web design

To improve the overall user experience (known as UX) of the landing page, build trust, and increase time-on-page as well as conversions, it’s best practice to have a clean and simple design, which goes for the layout, text, and other visual elements combined.

Just by looking at the modern designs that most companies have, we can see their websites are simple and clear and don’t provide any distraction other than their CTA. That lets the users know when looking at your landing page that your business is legitimate and you’re investing in it for long-term success.

 

If you make a promise, make sure to deliver

A trait that really every person on this planet should have, which is integrity applies to businesses as well. Stand behind your word, if you don’t you will over-respect, trust, and profit at the end of the day. In other words, if you provide something to the clients, make sure to deliver.

For example “Buy 1, get 1 for free”, “24-hour shipping”, etc. shouldn’t be just a way to get clients on the website, as clients will find out if you are true to your word, and even worse share their experience with other current and potential customers.

Simply put, don’t mislead your customers, as it will lead to a loss in revenue and negative reviews. Do as you say, say as you do.

 

Have clear and visible terms and conditions

In addition to the other aspects above to build trust with the users, having a publicly accessible and clear terms and conditions page reduces any fear the client might have about a potential scam, false promise, data selling, etc.

Essentially, the objective of the terms and conditions is a tool that businesses use for additional transparency and is in line with the long-term business objectives.

Usually, the T’s & C’s are included in the footer of the website, from which it can be accessible. It doesn’t have necessarily to be in the face of the user, however, should be easy to access and has clear wording.

 

3. Easy landing page characteristics

A landing page that is easy to read, understand and navigate is the key to getting users coming from other platforms onto the website and bringing them through the funnel until our ultimate goal, to get a conversion.

And we reach conversation by giving the clients what they want, what they came to the website for, and an easy landing page provides just that.

 

Use bullet points

From a content reading perspective, bullet points help the user read the most important aspects that we want to highlight on the landing page. In other words, we list the key points in an organized manner, which is easy to digest.

By spoon-feeding the clients the most important benefits of the products/services we sell, we provide a better overall user experience for our page visitors, especially for the ones on our landing page from mobile devices.

 

Keep it short and simple

A quick look around at successful businesses and their websites, we can see that they don’t beat around the bush. Instead of having long and complex introductions, they get to the point and give the customers the information they are looking for right away, and so should you.

This relates to having a simpler design of the landing page, for any client to be able to find easily the information they need.

 

Have big CTAs

A common mistake that most businesses do on their landing pages is their call-to-action buttons are too small, which leads to website visitors not being able to easily spot them, which then negatively affects the bottom line.

We suggest enlarging your buttons so that they’re more visible and eye-catching, and the possibility of negatively affecting conversions is slim to none.

 

Make your website easily shareable.

The best practice for users to share your brand with other potential users is by displaying your social media buttons on the top. Additionally to that, to be able to have a better overall content engagement with the website visitors, make sure to make the images and videos as easy as possible to share.

 

Test the landing pages

Kind of a no-brainer but some businesses forget to test the landing pages on how well they work on mobile devices by using the Google Test My Site tool. Testing will ensure that you don’t have any bugs and that it’s intuitive from a perspective of a user.

For one of the last tests, general good practice is to find people as a sample from your target audience, give them the landing page and see how they would interact with it.

 

4. Reliable landing page characteristics

Our goal as a business is to generate as much revenue as possible in the most effective way, and having a reliable landing page is a part of that strategy. Losing clients because of poor UX or long load times should be avoided at all costs to maintain high profitability and client satisfaction.

 

Improve the landing page load time

One of the aspects that we discussed when talking about how to make your mobile pages load faster, is that landing page speed dramatically impacts the bounce rate, total and average visitor website amount, as well as the time-on-page.

In a nutshell, if the landing page takes more than 2 seconds to load, it’s going to lead to dropping off from users, because they are so used to having content provided to them at lightning speeds. As our attention spans have decreased, so has the perceived time on how much we have to wait for something, to get it.

Not only does a slow landing page affects users, but it also lets Google know that your page isn’t the best option for users coming from search engines. Just like in the above blog post, we recommend using a few tools out there, one of them being PageSpeed Insights, all in an attempt to improve the user experience on the website, and with that the business revenue.

 

Consistent UX

Not just an overall improving the user experience for every single user, but regardless of which device the user is on the landing page (tablets, desktops, laptops, mobile devices, etc.), and browsing your website.

To build that good consistent user experience, you can create a mobile-optimized landing page to use on your mobile-compatible ads, or design your entire website to be mobile-responsive (we recommend the latter).

 

Avoid too much Flash or JavaScript.

In part to making the landing pages reliable is to keep them light, figuratively, and literally. One aspect is the design of the landing page, and related to it is how heavy the code is. Lighter code means faster loading time, more satisfied customers, and preferential treatment from Google’s algorithms.

Within that calculation is also using flashing ads or popups, which are hard for the search engine crawlers to read and may make the Google Ads system think that your page doesn’t offer relevant content, inevitably leading to a slower load time.

So, avoid Flash and Javascript to improve the load time and user experience on the website.

 

Consistent website branding

Just like having a clean and simple design on each page of the website leads to a more unified and professional website, so does branding.

To reach the expectations of users for a seamless experience, your landing pages should have consistent branding, to improve the client trust, and relationship, as well as better the legitimacy of the website in the eyes of the users.

 

Optimize every image and video

How heaving the landing page is (which causes slowness in load time) is how many images you use. The best practice is to use only the more core and relevant images on the landing page, which aren’t way too large. Even if that is the case, there are free tools on the web to optimize the size of the images and videos to ensure you minimize how heavy the page is.

Additionally to the case, well-placed images and videos drive home the importance and the benefits of the products/services, in a visual manner. And just like a salesperson, the images should be well placed to back up the content to sell the benefits of the products/services as best and most effectively as possible.

Optimizing images lead to a lighter landing page, faster load time, better time-on-page, and ultimately client trust which leads to conversions.

 

Conclusion

Having a landing page that is easy, reliable, trustworthy, and relevant will be the difference between scaling your business exponentially and missing out on a great many opportunities. That is why, we recommend using the above best practices to help sharpen your landing page, to then help your funnel and relationship-building process, which leads to more conversions.

Improving the overall user experience on the landing page, will lead to a decrease in the bounce rate, improve in quality score and time-on-page, as well as boost your sales.

However, we understand that it might seem daunting to start alone and go through all of the points until the landing pages are bulletproof. You might not have the time or the patience to deal with it.

That’s why we here at SEO Jokers can help you maximize your website effectiveness, and improve the design and marketing strategies, which will lead to an improved sales and/or lead funnel, which of course would lead to an improvement in your conversions.

To contact us to learn more, click here.

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