Easily Create High Converting Landing Pages for SEO

The term landing page is nothing new, those of us working in PPC or pay-per-click, have been carefully crafting highly specific and targeted landing pages, to achieve as single desire action, for some time. However some of the principles and techniques that can be applied to PPC landing pages can also be applied with equal effect to SEO landing pages.

And why not, whether the traffic is from SEO or PPC, the desired action we seek from the traffic will be the same, right? We want a single desired action or conversion, whether that is purchasing a product online, submitting an enquiry form, a call me back request etc

Connect with People not Robots

Your sole objective with your copy should be to make a connection with your audience, they have a problem, need or desire and you must show you have the solution to their problem need or desire by connecting with them through talking their language.

Don’t sacrifice the quality of your copy by trying to please or write for the search engines, the search algorithms are now much more advanced and won’t be fooled by lots of repetition of keyword phrases.

Remember, you won’t succeed or prosper from a profit or business perspective if you are number one for all your keywords but can’ generate any enquiries or orders due to ineffective landing pages

Success in SEO in my opinion is not through SERP rank but low or reduced bounce rate or in other words success is when a high number of traffic to your organic or seo landing pages do not click back or bounce from that page without either going deeper into the site or completing a desired action before leaving.

Talk Their Language

Look at your pages, do they talk about your company, how great you are, or do they talk about your audience and their problems, needs and desires.

As I mentioned in the last section, you must talk about your audience’s needs if you want to connect with them. If your page does not make this connection with your visitor, they will simply hit the back button and leave. There are a number of ways in which you can connect with your audience.

The title tag of your page should match, or be as close as possible to the keyword phrase as this shows the visitor that they have come to the right place and will encourage them to read on.

Try and determine, through the keyword phrase, what the searchers intent is, are they looking to buy or find out more information etc. Whatever they intent, you should address it in your copy.

If you’re not sure what your visitors intent is you can use a number of different headings, but remember that readers tend to scan so keep your headings big.

Write a clear and obvious call to action such as “buy it now”, “click here to order”.

Remember it’s all about the audience so use the word “you” a lot.

Every Page On Your Site Is A Landing Page

Even pages with just a few visits per month, when optimized as landing pages have the potential to pull in and convert visitors.

Therefore you should treat every page on your site as a landing page and include all the points listed above included a clear call to action.

Keep Testing

Like many PPC accounts, only a few of the many pages on you site will account for the bulk of your web traffic, it’s the 80/20 rule with 80% of your traffic coming from 20% of your pages, or even less!

You should identify these core 20% pages and test them relentlessly. Test heading sizes, paragraph sizes, test different heading language.

Look at your results, what is your conversion rate, what arbour your abandonment rate, can this be improved?

Whilst it may take time it is certainly worth doing. Even small incremental changes applied throughout your site can turn an underperforming SEO campaign into a successful one.