Driving traffic is only half the battle. Once people have landed on your website, it\u2019s time to turn those curious web users into clients or customers. That\u2019s where landing page optimization comes in.
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A landing page is the first page people see after arriving to your site from a web ad, social media post, or search engine results page. But unlike your home page, which gives a general overview of your products or services, a landing page is tailor-made to motivate visitors into acting on a specific call to action, like: <\/p>\n\n\n\n
\u2026And so on.<\/p>\n\n\n\n
A landing page can serve one-time events, like weekly promotions, or \u201cevergreen\u201d offers designed to generate ongoing leads, like a newsletters or email lists.<\/p>\n\n\n\n
In either case, the landing page is optimized to achieve a single conversion goal.<\/p>\n\n\n\n
While the term \u2018landing page\u2019 may be new to you, chances are you\u2019ve seen one before. For a visual reference, check out this landing page round-up by Hubspot<\/a> \u2014 this will help you along as we cover the ins and outs of landing page optimization. Landing pages are designed to respond to nudge curious visitors towards becoming paying clients or customers. The power of landing pages is their versatility: different landing pages can be crafted and optimized to cater to buyers at all different stages of the marketing funnel or buyer journey.<\/p>\n\n\n\n Take cold prospects who are only just learning of your business for the first time. Instead of pitching your products or services outright, you could optimize a landing page to encourage those prospects to sign up for your email newsletter; later, you can direct that person to another landing page designed to nurture warmer leads. <\/p>\n\n\n\n Beyond lead generation, landing pages can be used to gain tons of useful information about your prospective customers:<\/p>\n\n\n\n Landing pages are also a valuable part of the search engine optimization equation. Each landing page is another opportunity for your site to rank for relevant, desirable keywords<\/a>. Although they may be somewhat separate from your main site, search engine crawlers will pore through landing pages the same as any other page on your site, and they have an impact on your search engine ranking.<\/p>\n\n\n\n The relationship between landing pages and SEO is another reason why it\u2019s important to optimize your landing pages to convert; if visitors who land there are quickly closing the window or bouncing back to the search engine results page, it reflects poorly on your site as a whole.<\/p>\n\n\n\n So, how do you convince people to share, sign up, download, or buy? One of the most tried-and-true landing page tactics is the lead magnet: a freebie offered to landing page visitors in exchange for their contact information. You can then utilize that contact information to build an effective, highly-targeted email marketing list.<\/p>\n\n\n\n In the words of digital marketing geek Russ Henneberry, lead magnets are designed to be an \u201cirresistible bribe.\u201d It\u2019s something that makes prospective customers feel like they <\/em>are getting the better end of the bargain.<\/p>\n\n\n\n What makes a lead magnet irresistible? The specifics will depend on your industry and your customers, but in most cases, successful lead magnets are: <\/p>\n\n\n\n Popular items given away as lead magnets include eBooks, reports, case studies, templates, checklists, and coupons. The purpose of landing page is to entice visitors to complete a specific conversion goal, like signing up for an email list. One of the best ways to do this is to offer something in exchange for that action. An effective landing pages are concisely and fine-tuned towards achieving that goal, with:<\/p>\n\n\n\n There are a lot <\/em>of ingredients that go into creating a landing page that works: copywriting, coding, graphic design, advertising, and more. But when it all comes together and leads start coming in, it is well worth the effort it took to plan and execute. Don\u2019t leave landing pages as an afterthought \u2014 a well-designed and optimized landing page is an essential part of a winning digital marketing strategy. Contact TrafficSoda to Help Optimize Your Landing Page!<\/strong><\/a>
<\/p>\n\n\n\nWhy Create a Landing Page?<\/h2>\n\n\n\n
<\/p>\n\n\n\nRelationship Between Landing Pages and SEO<\/h2>\n\n\n\n
<\/p>\n\n\n\nUsing Lead Magnets<\/h2>\n\n\n\n
<\/p>\n\n\n\nLanding Page Optimization: What Makes a Great Landing Page?<\/h2>\n\n\n\n
<\/li><\/ul>\n\n\n\nCreating Landing Pages That Convert<\/h2>\n\n\n\n
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