8 Tips for Optimizing Your Landing Page

Increase Your Overall Conversion Rate With a Quality Landing Page.

The quality of your landing page is one of the single most important factors dictating whether you’re able to convert one-time readers into prospective customers. Once a reader clicks a link in your Resource Box, they are showing trust in you that you’ll deliver additional quality information on the landing page.

Unfortunately, if your landing page under-delivers on those expectations, you run the risk of losing that reader to another information source. So, when it comes to designing your landing page, your #1 concern should be the overall user experience.

A Successful Landing Page:

  1. Keeps Visitors at Your Site
  2. Facilitates Further Action (e.g. signing up for promotion or purchasing a product)

Delivering on these two items may seem simple, but they take time to develop and eventually perfect. In this video, I’ll share 8 tips to ensure that your potential customers land smoothly on your landing page and they’re ready to continue their business relationship with you.

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Here’s a quick summary of the points from the video:

  1. Relevancy – No matter how you’ve positioned yourself as an expert through your article writing efforts, make sure your links are consistent with your market position. If the Resource Box and links aren’t relevant to the article, you’ll appear misleading to readers.
     
  2. Functional – Make the landing page functional, clean and elegant. Do research to check that you’re not behind the times with your website’s design. If your site doesn’t appear to be up-to-date, visitors will be less likely to trust that your site is secure.
     
  3. Interactive – Your landing page should have visitors doing something. That “something” is up to you. For example, if your goals with article writing and marketing include getting more newsletter sign-ups, Twitter followers, Facebook friends or sales, then use your landing page to those ends. Your call to action should be placed high on the landing page so it’s visible.
     
  4. Clear Messages – It should be obvious what you want visitors to do next. Stay focused on the benefits of what you’re offering. Once you set the tone by delivering great content in your articles, keep that focus while you deliver your marketing messages on your own site.
     
  5. Unique Messages – Create a landing page for each different product or type of product. If you have multiple landing pages, make them each unique to the message you’re sending.
     
  6. Multi-Purpose – Build the landing pages right into your website. The main benefit is that the page will be indexed by search engines just like any other webpage on your business’ website.
     
  7. Avoid Flash – Avoid using a Flash intro page. They may look amazing, but they rarely provide the conversion you’re looking for. The everyday web surfer has a short attention span and wants control over what they see. Flash animation takes away that control. Plus, Flash animation extends page load times, which gives visitors time to opt-off your site altogether.
     
  8. Streamlined – Make your “sale” right on the landing page. Don’t send visitors all over the place looking for the action item. If you want them to buy a product, start that process right on the landing page. Each additional step you add before making the sale is another opportunity for them to opt-out.

Whether you’ve recently updated your landing page or not, evaluate and adjust your landing page with these eight points and you’ll be well on your way to increasing your rate of conversion.

Feel free to share any of your own landing page optimization tips in the comment section below.

45 Comments »


1

My question is about #8. Every good source I’ve read or learned from on landing pages cautions never to sell on the landing page. Landing pages are to capture email for the all important LIST. This is followed by free offerings to build a sense of value and rapport.

Selling comes later. It may be an hour later or a week later, but selling is more effective once the customer has some familiarity with you and trust has been built.

Your #8 seems to run against this general advice from internet marketers.

Could you explain?

Comment provided March 21, 2011 at 12:11 PM

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Daniel – You make a good point. It all depends on what you’re trying to accomplish. If your “sale” is a name on your list, then it should be on that landing page. If you’re attempting to make a quick product sale and aren’t concerned about a relationship with the customer, then it should be on the landing page. If you’re trying to build a relationship, then the building blocks of that “sale” better be right on the landing page. The point is that you don’t want people to have to hunt for what it is you want them to do.

Make sense?

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2

Marc,

Yes, that makes sense. Thanks for the quick answer. Some gurus like Eban Pagan advise a very simple landing page with nothing more than a short statement of the value you get for signing up. He has apparently had good success with that. My landing page is probably too busy and I need to clean it up.

Guess there is more than one way to skin a cat.

Comment provided March 21, 2011 at 1:22 PM

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3
Bill Ray writes:

As research has shown, the top left hand corner of your landing page is where your call to action should be.

Comment provided March 21, 2011 at 2:31 PM

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4
Dr.Diane writes:

I’m a bit confused about the new Google regulations on articles. Does that mean I can no longer put up an article I write for EzineArcles, for example, on my own site or blog?

Comment provided March 21, 2011 at 2:36 PM

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Barb Miranda writes:

I would be very interested in any other responses to your question, Diane.

I took an SEO course from someone who I believe is an expert in the field. He stressed that you should always put your articles on your web page BEFORE posting it anywhere else. That way, if anyone ‘lifts’ your work, or these is a question about who owns the copyright, you can prove when it went up on your site.

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5
Darren muscle writes:

I make good conversions for people opting in to my list by having a video of me talking about what my site has to offer, this makes people fell confedent in optin in I only do this for the main URL page, I will probably try it on some pages that I am trying to sell a product.

Comment provided March 21, 2011 at 4:29 PM

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6
Josph D Shiller writes:

great tips Marc, thanks! I sense from other sources the idea is to get people over to our blog. On our blog we can create a landing page, of course. My question is: would you recommend our articles on EzineArticles be A- a carbon copy of our articles on our blog? B- A completely different set of articles from the articles on our blog, C- A modified version of the articles on our blog. D- Same or modified articles with different titles E- Some combination of A,B,C and D. or F- Something else altogether.

Comment provided March 21, 2011 at 4:30 PM

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Joseph – The answer is E. You want to submit a mix of completely original content and reworked content from your Blog. Make sure that when you do re-purpose posts from your Blog that they work as stand alone articles. See this post for more information: http://blog.EzineArticles.com/2010/09/2-min-app-repurpose-content.html

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7
Damon writes:

This was a timely article, I was just thinking of making up a landing page for people coming to my site via Google Adwords.

Comment provided March 21, 2011 at 6:11 PM

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8
Arlene writes:

I’d have to say avoid spelling errors. That one little thing makes me wonder if I’m dealing with someone who knows what they are talking about or someone just in it for the sale. Great tips!

Comment provided March 21, 2011 at 7:26 PM

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9
Tinh writes:

Excellent points listed and I have created my new landing pages for my products and this would help me very much.

Comment provided March 21, 2011 at 8:24 PM

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10

I like what you say about “interactive” and “streamlined”. And it all starts with good content. Most people are looking for information first. Give it to them and they may be ready to take action.

A strong call to action is important. A sign up for more information about the article or post they just read leads to more sign-ups, prospects and sales. Make them an offer! It should be good and relevant, so don’t be too shy.

I own convoluted websites that still make sales, but my best sites are clean and very simple. It’s easy to clutter blog posts with all kinds of plug-ins, so use restraint….and use images. People like them.

That’s how I market Advanced Integrated Marketing – probably my cleanest site yet with an easy to follow sales funnel.

Thanks for the good content. I might use it on my site!

Jeff
Atlanta

Comment provided March 21, 2011 at 8:39 PM

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11
Alan Sahu writes:

Using proper font size is also a good point to optimize the landing page.

Comment provided March 21, 2011 at 8:49 PM

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12
David Moore writes:

Appreciated tips! I was getting a little confused about the rules on re-purposed submissions. The 2 minute video tip on the subject made it very clear on what the rules are and how to submit correctly.

Comment provided March 21, 2011 at 9:45 PM

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13
bet writes:

Alan, What is the best font size to use? Thanks

Comment provided March 21, 2011 at 10:26 PM

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14

I want to make every page like a landing page. Thanks.

Comment provided March 21, 2011 at 11:15 PM

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15
Maria Gonzalez writes:

I thought Google would penalize us for duplicate content no matter what. Even if EzineArticles do not seem to mind as long as author name stays the same.

Comment provided March 22, 2011 at 3:17 AM

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16
Susan writes:

For some reason I was under the impression that the link in the resource box couldn’t go to a page that would be considered a sales page. Your last tip seems to be saying just the opposite. Have I been misinformed?

Comment provided March 22, 2011 at 6:52 AM

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Susan – You may have been misinformed. Your links in your Resource Box can go to a sales page, just make sure that it’s a sales page YOU own. So if you’re posting affiliate links, you cannot go directly to the sales page for the product or service for which you are an affiliate. You need to link to a URL that YOU own.

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Susan writes:

Either misinformed or misunderstood…whatever! Thanks for clearing that up for me. :-) One thing though so I’m perfectly sure about this…can the page that is linked to on my website be redirected to a sales page via my affiliate link? I think the answer is yes, but I want to be absolutely sure.

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Yes, you are correct. Your landing page can redirect to your affiliate link.

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anne writes:

Hi Marc

I thought the url in the resource box must only go to the homepage eg http://domain-name.com?
so if the landing page is an internal page, eg http://domain-name.com/landing-page/ does this mean is acceptable? According to point 5, a landing page per product.

Thank you for clarification

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Anne,

I copied Marc’s statement where he answered this a few posts above:

“Your links in your Resource Box can go to a sales page, just make sure that it’s a sales page YOU own. So if you’re posting affiliate links, you cannot go directly to the sales page for the product or service for which you are an affiliate. You need to link to a URL that YOU own.”

Let us know if know if this didn’t answer your question.

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17
Keith writes:

Maria – Google seem to have changed the way they deal with ‘duplicate content’ and it now works a lot better. From my own investigations, if you publish a post on your blog and at several article directories, if they are all linking back to you as author then Google calculates you are the original source and your result should appear above all of the reprints.

Comment provided March 22, 2011 at 7:48 AM

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18
Rudy McCormick writes:

This is a great article and as far as duplicate content, I think the change made reflects publish date of duplicate content, and there are serious ramifications for publishing non-original content.

Comment provided March 22, 2011 at 10:32 AM

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19
Katie writes:

Thanks for the great advice. Your delivery and writing style makes it very clear and easy to understand for people you are new to internet marketing and just starting or considering a blog or online business in general.

Comment provided March 22, 2011 at 6:03 PM

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20

what about the best font size and colour?

Comment provided March 23, 2011 at 8:54 AM

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Pabanjyoti – There is no hard and fast answer to that question since it will all depend on the design and style of your landing page. The bottom line is that you want an attractive, inviting and easy-to-navigate page.

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21

thank you for your answer !

Comment provided March 23, 2011 at 9:50 AM

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22
seoconsultants writes:

Hi Marc, this is a great post. We do advise our clients regarding the importance of one or more landing pages, sometimes they dont understand it, but … than they realize that .

Thanks for sharing

Carl S.

Comment provided March 24, 2011 at 1:15 PM

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23

Thanks for such great informative post. Your tips are really very helpful to optimize a site, I’m following your tips. Looking forward to see more useful tips.

Comment provided March 25, 2011 at 1:37 AM

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24
kingsley writes:

Great post, A lot of graphics should be avoided in your landing pages. Don’t use a lot of artistic text, Make it as simple as possible

Comment provided March 25, 2011 at 5:12 PM

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25

This sounds like really good advice. Thanks for sharing.

Comment provided March 25, 2011 at 5:58 PM

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26

Another great and compelling video. Thanks for sharing this important insight into what is essential for a high converting landing page.

Comment provided March 25, 2011 at 8:51 PM

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27

fantastic and really detailed post and very nicely explained with aid of Video ,

Thanks for sharing such a great tips.

Comment provided March 28, 2011 at 2:38 AM

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28
Paydayloanrage writes:

Excellent resource. A sale is made or lost on the landing page. Your resource box points the customer to your landing page and your landing page, in turn, expands on the message conveyed by your resource box. It’s that simple!

Comment provided March 29, 2011 at 1:24 PM

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29

Thanks for these tips. I am in the process of creating a landing page, and your 8 tips consolidate the information I have been finding in many places.

I wonder whether the landing page should offer other information, such as a blog or home page type of information, or if it is better to have an opt-in page apart from everything else.

Comment provided April 1, 2011 at 5:01 PM

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30

Yes, this is definitely a good article on having the right type of content on the landing page. In fact, these rules should be observed and adhered to for every page. There is no need to provide half baked information on a product or service.

The challenge is of course to hire good content writers who will are ready to put in that much efforts in every page of the website / blog to make it is good reading article for the visitor.

Comment provided April 1, 2011 at 9:59 PM

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31
Eyewriter writes:

I presume it also depends on the wording of the anchor link. For example, we are online retailers. If we advertise an item for sale and someone follows that link to the landing page, wouldn’t it make sense to assume they are looking to buy the item? In that case, why not have a call to purchase on the landing page? In fact, what do you lose if you give the searcher an opportunity to buy as well as a way to extend a relationship?

Comment provided April 2, 2011 at 9:20 AM

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Eyewriter – You are quite right. The landing page is a great place to make a sale if that’s what you promised in your Resource Box text. To do otherwise would leave the reader hunting for your product … which would probably result in a lost sale.

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32
Julius Tue' writes:

Hey guys, can any of you recommend a good place to get a ‘do it yourself’ simple Landing Page?

Comment provided April 3, 2011 at 10:59 PM

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33
leon Noone writes:

G’Day Marc,
Thanks for another helpful and useful post.

In his excellent research report, “Communicating Or Just Making Pretty Shapes,” Colin Wheildon concludes with this para
“Think about this, please: isn’t it better to communicate with a million people, using a design that rates perhaps five out of ten for artistic brilliance, Than to produce a scintillating design that rates a 10, yet reaches only half a million people?”

Whatever you write, make it easy to read and understand. Words, love ’em as we do, are merely vehicles to carry meaning.

Thanks again

Regards

Leon

Comment provided April 4, 2011 at 11:15 AM

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34
Martha Giffen writes:

Super list of how to have a great landing page. I like the fact that you say keep it updated. That is so important. If your page looks at all a little wimpy or “old,” people will move on!

Comment provided April 4, 2011 at 11:16 AM

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35
Rak Design writes:

Really helpful many thanks for your tips! This really helped our landing page for our logo design.

Comment provided April 9, 2011 at 5:09 AM

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