Small business owners have a overabundance of tools at their disposal, ranging from website builders who simplify the process of creating a website to email marketing tools . Such tools help to produce a quality product and ensure that your small business always projects a professional image.
If you’ve ever used a website builder, you know there are countless features that optimize web pages and create a unique visitor experience. This is accomplished through SEO tools, third-party integrations like MailChimp , PayPal and often the ability to build a landing page.
What is a landing page?
In short, a landing page is a dedicated page designed to motivate a visitor to undertake a specific marketing action. Before designing your landing page, it is important to know exactly who your main target is, to define it and to talk to it directly.
This process of a site visitor taking the action you desire is known as a conversion and there are all kinds of conversions. A conversion can be as simple as entering an email to download a free guide or sending visitors to a landing page that details the features of a new product. Regardless of your conversion, landing pages can be created to accommodate these measures.
So, how to increase your conversion rates landing pages? Below are some good practices for building a landing page.
The essentials of an effective landing page
There are several important things to include when creating a landing page. First, you want to make sure that the page is just a page dedicated to a product, service or upcoming event.
You can also create a landing page for downloading content. This means that you can offer an informative practical guide or piece of content for which a visitor to the site would exchange valuable information, such as an email address, phone number, and other important demographic or contact information.
Once you have a large enough pool of customer data, you can use email marketing tools to send relevant emails to segmented audiences. This particular segment should benefit directly from the emails you send. Your emails should encourage customers to take action, like making a purchase, but there are countless things you can do.
Here are the important things you should include in your small business landing page:
- Benefits: List the benefits of your product or service and its unique selling points.
- Pictures: Include one or two attractive and relevant photos.
- Call to Action CTA: Include a clear call to action that requires visitors to do certain actions such as providing their email address or other contact information.
- A Thank You Page: A Thank You Page is the page where visitors are directed once they have completed your required action. He should send a sincere message thanking visitors for completing the action requested in the previous step.
Now that you know the ingredients of a landing page, here are five tips to help you optimize your landing pages so they’re noticed by search engines and potential leads.
1. Make an SEO checklist.
SEO is undeniably one of the most important elements of a website and the homepages are no different. They must be perfectly optimized using H1 titles, links and appropriate keywords.
2. Use the topics H1.
Not only are they pretty, but H1 titles are also very useful. They tell search engines, like Google, the hierarchy of your content. For example, an H1 header tells a search engine that this is the most important point of your landing page.
3. Sprinkle keywords throughout the page.
When creating your landing page, take the time to think about specific words that relate to your product, service or overall goal. You will then want to use these terms throughout the text of your landing page (in a style that sounds conversational).
If your landing page deals with small business and entrepreneurship, it can be helpful to use keywords like “entrepreneur”, “small business owner”, “small business” and other words you’ve identified. . These are, of course, examples of what can be used in terms of keywords. Your company will have its own terms that can be used as keywords.
It is also recommended to search by keywords using planning tools. A number of free tools are available for this purpose. Google Trends is a great example of a tool designed for this type of search.
4. Include links to relevant content.
Finally, the links are important. You should link to relevant content that will help you reach your goal of increasing the number of conversions. For example, suppose you offer a free download of a how-to guide. If you have a button on your landing page with the call to action »Click for your free download«, this link should lead visitors either to the download, or to a form where they can enter their contact information, their e-mail address. mail, to receive the free guide.
5. Use other tools for help.
If you have more questions about how to build a landing page, several resources are available for small business leaders. Find tutorials on YouTube or check out some of the articles on Moz and Search Engine Land. There are many credible online resources that can help you in your marketing conversion efforts.