Your website is up, now what? When it comes to SEO, the old adage of “if you build it, they will come” won’t work. Developing high converting landing pages is one of the few ways to translate page visitors into paying customers. Landing page development requires more than creating a great looking website. There is no one-size-fits-all approach when developing a successful landing page but there are certain essential elements that should be included based on the intent, audience, focus, industry, value – proposition, cost, and messaging among others. However, not to worry!
We’ve compiled a list of a few elements that should be included to produce high converting landing pages and tailored to your business:
This is a no-brainer but should be mentioned anyway. Be mindful and understand your target audience inside and out. No two customers are the same. Having a clear picture of who you are marketing and selling to will define how you approach the rest of your website. This includes but is not limited to demographics, keywords they may use in a search, and interests. Briefly, demographics should include everything from age and location, to marital status and employment. Knowing these attributes will be key in tailoring the shopping experience to the customers’ specific needs, concerns, and perspective.
Taking this into account, keywords should be created based on what phrases your target audience typically uses. Target audience interests should include specific brands, influential products or people, and likes and dislikes. This comprehensive approach to learning about your target audience will provide insight on how to relate best to potential customers while keeping current customers engaged. As an added bonus, being aware of what your competitors are doing in the market can give you a leg up on the competition and help you identify gaps that can be filled by your company.
Introduce the team
By introducing the team, you are creating a relationship with the customer and putting a face to the name. Most online shoppers want to know who they are buying from and if they can trust who they are spending their money with. You are providing the solution and your customers must trust you enough to support their needs. Introducing your team helps to build a long-term trusting relationship and strong brand.
Providing a transparent pricing structure makes it easy for those customers that are ready to buy. Another great way to maximize pricing is to offer discounts and promotions through promo codes. Including unique coupon codes and incentives for a small portion of your consumer base can make a big difference in creating high converting landing pages. A recent survey uncovered that 57% of customers think that businesses that offer specials stand out from the competition. By providing the detail of exactly what is being purchased, conversion rates will increase.
Frequently asked questions
There is nothing better than arriving at a website that has most of the answers to any problem you are facing in your shopping experience. Regardless of the numerous product descriptions, social media, demos, and storytelling, your customers will still have questions that a Frequently Asked Questions landing page can easily solve.
Making navigation as easy as possible for your customers should be a priority and this page allows you to address any issues without leaving your site while still maintaining high converting landing pages.
Create compelling content
This point can’t be stressed enough. Content is what the Google search engine picks up on and ranks when visitors search for your site. Great storytelling is a direct result of developing great copy. Each section is a representation of your brand’s story and experience. You want your customer’s experience to be rich and relevant to your product or service line. The copy should be simple, create desire, and provide solutions.
Developing high converting landing pages is a delicate mixture of art and science that we are experts at. If you are struggling with your conversion rates, the SEO experts at Executive Digital can help.