Landing Page Best Practices & Optimizations

I recently provided some landing page consulting for a client and was re-reading over a few of the e-mails that we had exchanged back and forth. As I was reading through my recommendations it dawned on me that, combined together, these 9 landing page optimizations would make a great blog post.

So, without further ado, the biggest things to consider when building out your landing page optimization strategy are:

1. Utilize Images:

Leverage Images of the Actual Product

Leverage Images of the Actual Product

Including images of the actual product/white-paper/etc to help provide the user a ‘tangible’ feel of the reward for purchasing or providing their information – preferably with some key countent around what the image(s) functionalities are displaying

2. Trust Logos:

Use Landing Page Trust Logos to Build Consumer Confidence

Use Landing Page Trust Logos to Build Consumer Confidence

Utilize customer, PR or award logos to solidify your company as a ‘trusted’ choice to consider. Trust logos can range from positive reviews (such as the example above) to credit card logos to simply leveraging existing customer logos if you work with large brands.

3. Testimonials:

Utilize Testimonials on Your Landing Pages

Utilize Testimonials on Your Landing Pages

Leverage your customer’s kind words as testimonials. If possible dynamically call in a few quotes that rotate on the page. Feel free to highlight in bold specific words that call out your company or specific benefits. If the testimonial is coming from an executive, by all means, add in his/her title. Leveraging a different font color can also help these stand out.

4. Soft Join:

Utilize Soft Joins to Encourage Sign-Ups

Utilize Soft Joins to Encourage Sign-Ups

Soft joins are crucial to a lead generation, landing page’s success. Consider using something more enticing for the ‘submit’ button that calls out what the customer can expect from giving you their information (ie. “get free white paper” or “get free demo”, etc)

5. Utilize Bulleted Content:

Bulleted Content Allows for Quick Scanning

Bulleted Content Allows for Quick Scanning

Most landing pages include content in some form or another. Ideally, try to break down this content using bullet points to quickly highlight the main points and make the page easy-to-scan. Call out your benefits by highlighting key words or selling points in bold or in header tags and don’t be afraid to use color to highlight the key point headings.

6. Show Them:

Display Images of the Products

Display Images of the Products

It is extremely important, no matter what the sign up is for, to show the consumer what they are getting. Even if the image is simply it allows for a tangible ‘feel’ to be applied to the submission as the consumer can ‘see’ what they will get in return. This is especially important in lead gen. This also allows you another opportunity to emphasize the ‘why’ they should hand over their contact information.

7. Conversion Points:

Make Sure to Emphasize Conversion Points

Make Sure to Emphasize Conversion Points

Leverage images, words, buttons, icons, logos, etc as conversion points. Make sure the consumer knows how to get in touch with you and how to give you their information – never assume they will figure it out. I like to use the phrase ‘dumb simple conversion path’. Never assume a visitor will know or figure out how to contact you so make sure you leverage every opportunity to show them or tell them how.

8. Comparison Charts:

landing-page-competitor-reviewGoing after competitors? Nothing works better than a comparison chart that highlights the key differences between products/services and allows you to tell your ‘story’ in an ‘unbiased’ analysis. Consumers respond to these types of analysis but be sure to be fair or it could backfire!

9. Quality Score:

Lastly, if you’re optimizing for paid serach don’t forget about the quality score elements of PPC landing page design.  

  • Based on your  keyword portfolio, be sure to include related terms in the website copy.
  • Leverage keyword variations in the title tags and meta data of the landing page.
  • Keep landing page load-time in mind. Faster the better!
  • The rule to live by – make the process from keyword to ad copy to landing page as congruently themed as possible.

Comments

3 Responses to “Landing Page Best Practices & Optimizations”

Trackbacks

Check out what others are saying about this post...
  1. […] and devices: Consider if your conversion form and landing pages are smart phone […]

  2. […] seems these Google Preview website best practices will now be applicable to paid search landing pages as […]

  3. […] are new here, you might want to subscribe to the RSS feed for updates on this topic. // Okay, so landing pages are the new wonder tactic for those running pay per click campaigns (Adwords in other words) via […]