Landing page SEO for small business websites in Toronto and Durham Region.
Looking for an effective way to increase conversions, leads and traffic to your website? Landing Page SEO can help.
Before I explain what good landing page SEO is and what it consists of, I should probably clear up any misconceptions between regular SEO and the type of SEO that comes withlanding pages. The two are not as different as one might assume and sacrificing one for the other is a mistake and a lost opportunity to get as much out of your website SEO as you can.
Good landing page SEO still contains a title, description, images and text, and it has also has the capacity to be shared with others. And the search engines still consider it to be a web page, even though its explicit reason for existence is to sell a particular item. Designing one to be effective still includes all of the regular On-Page SEO strategies and can be a welcomed addition to your website’s overall theme.
What is a Landing Page?
A Landing Page is basically a web page that is created for the sole purpose of making a direct sale or connection with a visitor. These types of pages are also not found through a website’s regular navigation, but rather are the result of having clicked on an online advertisement such as Google Adwords. For a full and more technical definition, you can read what Wikipedia has to say about landing pages.
There are two main types of landing pages:
Sales-Based Landing Pages (transactional)
As the name suggests, these pages are designed to get people to buy something and are set up in such a way that you can click-through to a payment processor or shopping cart. They typically offer a sale or deep discount for the item or service as well.
Lead-Generation Landing Pages (reference)
These are designed to lure you into giving them some personal information – usually an email address – in exchange for something and the typical offer is an e-book or temporary memberships. Once you have their email address, you can then include them in future mailings (unless they opt-out along the way).
In both cases, you can think of these as simply being advertisements.
A Landing Page is a web page created for the sole purpose of making a direct sale or connection with a visitor.
What is included when designing a Landing Page?
Such pages focus on a specific thing and keep all other distractions to a minimum. The only pertinent information available would be about the product and how to buy it, and by removing other options and distractions it is easier to establish the effectiveness of the page itself.
A standard Landing Page will include the following:
- Title Information
- Sales text
- Image or video
- Sales button
and usually won’t include the following:
- Navigation Menus
- Footer Information
- Anything that distracts
How do you use a Landing Page for website sales?
Typically, websites will use them as part of an advertising campaign. They create ads, possibly with Google Adwords or Facebook, for example, and link those ads to a web page that was specifically designed with that advertisement in mind. Whatever they are promoting can always be found on their website, of course, but this is a direct way to market a specific product or service and the role of the sales page is to convert people into paying customers. People “land” on the page, as opposed to the home page of a website where many things are usually being offered, for example.
Another popular use is to send out an email advertising something to subscribers and have them go to the landing page. The email tells them that you are selling something at a reduced price, and the corresponding sales page offers them that product. You can then easily track how many people visited the page and how many people purchased the item, which is a terrific way of monitoring your sales.
Reasons for using Landing Pages.
There really are an unlimited amount of uses for landing pages, but here are a few just to give you an idea:
- Current product sales.
- Give away an informative Ebook on whatever topic.
- Offer free registration.
- Virtual coupon offer.
- Contests. Always popular when they’re free to enter.
- Give away a free trial for something.
- Notify them of future updates and sales.
Essentially, you can use a landing page for just about anything you’d like with the benefit of being able to assess its specific effectiveness.
Testing your Landing Pages.
Creating a landing page is great, but what do you measure it against? What if it fails or has little positive effect? Does that mean the whole page is bad? Not necessarily.
As with SEO in general, landing page SEO is an ongoing process and, in this case, it would be wise to create two pages and have them compete. As well, you can constantly tweak the elements on each page – like making the “Call to Action” a different colour, or having it higher on the page, for example – and monitor the results.
Aggressive landing pages, popups and other data-mining tactics.
Nowadays, people are acutely aware of when they’re being treated poorly and blatantly using them for their information is probably not the best way to go. If your website is legitimate and your content / products / services are for real, you won’t need to use aggressive tactics. If you’re offering something that actually works, or that is needed, or that is priced well, make THAT the focus of your pitch and allow people to decide for themselves whether they want to participate or not.
On that front, you will need to decide what sort of online personality you would like to have, and, most importantly, the one that others will quickly come to know you by. In my experience, quality items and experiences are never pushed down someone’s throat by way of annoying popups or “you only have 45 seconds left to get this deal” kinds of tactics.
Those types of pressure-sales are used by some because they know you won’t buy their product if you have any amount of time to decide. There are more ethical and effective ways of getting people to connect with you and I would encourage you to pursue that route if you plan on developing any sort of local business identity.
Important: Try not to annoy people with spammy sales tactics.
While creating this page, I was looking around at what others were saying and came across an article about landing page SEO that was actually a landing page itself. In a way it was kind of clever, I suppose, but it does become somewhat tedious when everything appears to be a sale these days. The latest trend is to have popups whenever you enter a website that try to get your email address. Annoying? Definitely. At least give me a few minutes to check your site out before you ask for my email address.
In a time when you can’t even run errands without being asked for a donation, or your postal code, or to apply for a credit card, or for hot dog money for your daughter’s school, you might want to be careful about how strongly you target people. We are all tiring of the seemingly endless nature of the sales-cycle and it’s a lot easier for someone to simply click the back button on their browser.
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