Are you struggling with your site’s content performance? If so, you are not alone.
A recent survey shows 64% of marketers would like to learn how to build a better content strategy.
To survive the tough online business landscape, you need a smart content strategy at the core of your marketing campaign.
While most marketers create high-quality content for lead generation, they fail to build effective landing pages to boost their efforts.
If you want your content to convert, you have to understand the role of a great landing page.
Why are Landing Pages Important?
A landing page offers a follow-up to the promises you make in your content.
If you have invested heavily in content marketing and your site traffic is great, you expect high conversion rates.
If this is not happening, it is likely your landing pages are ineffective.
Landing pages are a crucial step in the customer purchase journey.
After investing heavily in the best web design and great content, your landing pages should complement your efforts in lead conversion.
A landing page boosts conversion rates, aids in collecting customer insight, generates buzz around new products or offers and helps visitors make decisions and so much more.
Research shows 68% of B2B businesses use landing pages for lead generation which assures future conversion.
Unfortunately, most marketers don’t invest in their landing pages.
While a lot of effort goes into improving a site’s search engine optimisation (SEO), the landing pages get short shrift.
A recent survey shows 77% of landing pages are homepages.
To make matters worse, Adobe says only 50% of landing pages are ready for mobile devices.
If you want to reap from your content strategy, you need to start leveraging the power of landing pages.
Landing Pages Best Practices
Here are some important tips to spruce up your landing pages and give impetus to your content strategy.
1. Differentiate Between a Landing Page & a Homepage
For many businesses, there’s no distinction between landing pages and the homepage.
It is important to appreciate that these two are different in design and function.
A landing page is a tailor-made web page that follows up on the promises your content makes.
For instance, if you have a discount offer, a landing page will have specific information related to that offer.
The idea is to help the visitor make the final decision.
The goal of a landing page is to convert while a homepage can play multiple roles.
A homepage can feature multiple links, but your landing page content should strive to keep the visitor on the page.
2. Boost Landing Page Loading Speeds
Internet users hate delays in any service they use.
With this in mind, you have to boost your landing page speeds or else lose prospective customers.
You have less than three seconds to convince the visitor.
If your landing page takes time to load, you will most likely lose your leads.
To improve loading speeds, minimize heavy elements and graphics, keep checking the loading speeds, compress images and upgrade your hosting package as your site traffic grows.
3. Clarity is Key
One of the most important aspects of a landing page is clarity.
Your site visitor needs to know what is on offer in concise terms.
Create a clear, readable headline for the page and make sure it reveals the nature of the offer.
4. Leverage Colour
First impression matters, and when a visitor comes to your landing page, you have to sustain their interest.
You can use a splash of colour on the main components of the page, including heading and subheadings.
5. Responsive Landing Pages
Your landing page must display correctly on all screen sizes.
With more people going online through mobile, you have to consider this when designing your site.
Test your website on multiple internet devices to ensure everything loads perfectly.
This boosts the chances of conversion while reducing bounce rates.
6. Leverage Landing Pages For SEO
Using an SEO-adaptive landing page design is a smart strategy to convert and at the same time, boost your rankings on SERPs.
Consider using minimal layout, decluttering your web page through clean design and a scroll motion slider on the page.
This makes it easier for both search engine crawlers and users to navigate your content.
7. Use a Compelling Headline
A headline is an essential component on a landing page.
It can make or break the performance of the page.
When visitors land on the page, this is the first thing they see and for this reason, it has to grab their attention.
If it is captivating, visitors will most likely linger, but if it is boring, they might instantly click away.
Create a headline that is clear and instantly connects with the reader.
A great landing page boosts your marketing strategy by converting visitors into customers.
If you want to improve your content strategy, it is important to look at the whole picture.
Focus on all the contact points on the purchase journey from the search engine results, the landing page to the order page.
If you want to get more out of your content strategy, it is time to optimize your landing pages with these tips.