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Lead Generation | 4 min read

Inbound Marketing : How to Optimise Your Landing Page

Ross Starkey
22 June 2015 Written by Ross Starkey

Have you ever heard the phrase ‘you can lead a horse to water, but you can’t make it drink?’ It perfectly describes the importance of making your website visible and rewarding to visitors. If you're getting plenty of visitors and healthy numbers on your web stats, but still having slow conversion rates, it might well be because your landing pages aren't working for you. Try these tips to optimise your landing page, ensuring visitors stay longer and spend more - bring together your Inbound Marketing Strategy to generate results.

Your most important web page is the landing page

It really doesn’t matter how good your advertising campaign might be, or how many click throughs you get from PPC or social media campaigns, if your website isn’t appealing then no one will be staying around very long?

What it means is that the most important page on your website should be your landing pages.

Having an optimised landing page helps:

  • Make it easier for visitors to take up your offers
  • Encourages them to explore further, spending more time on your site
  • Allows them to share with their circles

Four must haves for your landing page

  1. Headlines must be clear and eye catching
  2. A clear call to action
  3. Simple layout without clutter
  4. Ask for as little info as possible

Build a good headline

A good headline grabs people’s attention, it is one of the most important parts of the page. A page will only have a short time frame to get engagement before visitors disappear. It should be clearly visible and directly related to your advertising campaign or offer. The best headlines link with their call to action enticing the visitor to spend more time browsing your site.

Eye catching call to action

Your call to action helps funnel visitors further down the line of conversion. A call-to-action should have some sort of easy-to-spot button that lets visitors do this. Make sure it is visible so visitors don’t have to scroll down to find it. They don’t like having to find things for themselves! The below is an example of a bold call-to-action button. It appears in colours that contrast with the rest of the web page and has a clear, instructive message.

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Keep it clutter free

Strong images are better than wordy copy (if I had the skill to draw a cartoon to replace this blog, I would have done!). Keep your landing page free from anything that detracts from your offer

  • People want answers
  • Quick answers
  • Which is why bullet points often work best
  • Remove your website navigation bar

Do not force people to sign up for more than they bargained for

Once you’ve taken a horse to water, are you going to make it fill out a million forms before allowing it to drink? There is a quick way to lose conversions, and asking for too much information is one of them.

It pays to take a good look at your landing pages and the campaigns attached to them to see how, and where, you can optimise them. You might even find you need more than one to see which campaigns are working best.

Once you have built a landing page and optimised it as above you can also look to:

  • Build multiple landing pages (A/B Testing) and experiment with different types of landing page to see what works best
  • SEO - Ensure keywords are relevant and strong
  • Offer visitors a way to share your content
  • Nurture visitors by offering further content they might like via a customised thank you page



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