A while back, we posted a list of several tips for creating more effective landing pages. And that’s all good advice that can help your landing pages be more visible to search engines and more useful to human visitors. But with landing pages, it’s so important to get it right that we’re revisiting the topic with five more tips:
1. Make sure the content matches the user’s intent
If you’re aiming to increase hits on a phrase like “top 10 tips for using a band saw” and that’s the title of the page, the user should see an obvious numbered or bulleted list when scanning the page. That lets the user know that they can expect what the headline promises.
If the page is a product page, make sure to have a photo of the product prominently displayed along with alternate views if possible.
The point is that the landing page should match the user’s expectations for their search – whether they expect a video review, a product page, a how-to article or an informational article.
2. Use obvious branding on landing pages
You’re not just creating landing pages for SEO – you’re also using them to build your brand at the same time. So make sure your logo, colors, fonts and other branding elements are prominent in the landing page’s design.
3. Give the user clear choices of what to do next
For a product page, make “Add to Cart” and “Add to Wish List” buttons big, bold and obvious. Provide the other kinds of information the user is likely to need, such as reviews, specs, shipping costs and other information. It’s also a good idea to have “Related Products” or “Customers who purchased this item also purchased…” links on product landing pages.
Whatever you do, provide plenty of ways to keep the user engaged on your site so he or she doesn’t have to click back to the search results. That’s good both for SEO and for conversions.
4. Make social sharing easy
Ideally, SEO and social media campaigns should work together – or at least have an awareness of each other. So while you’re adding on-page options for the user to take action, don’t forget to include social sharing buttons (and an email button) so that users can tell their friends about their great find!
5. Use subtle differences in user queries to tweak landing pages or create new ones
Google Analytics allows you to monitor page performance according to keyword queries. What that means for your SEO campaign is that you can see which existing landing pages have several different queries bringing users your way. If some of those queries aren’t quite answered by the given landing page, you can tweak that page’s content accordingly – and create other landing pages that would better answer user questions.
These tips are the keys to creating more effective landing pages for boosting SEO, driving conversion and building brand loyalty. And they’re easy to integrate into your existing SEO campaign. So give potential customers the content they want in the format they expect, answer customer questions, reinforce your brand identity and provide clear clues about what the user should do next.