Every business should be familiar with the importance of landing page optimization. A good landing page can make the difference between a click and a sales conversion.
A landing page should serve as an introduction to a website or section of the website that takes into account the process of the customer journey. It is the first page they land on, so it’s the job of the business to make sure it isn’t the last. It should clearly guide the customer to sales portals, crucial information, and the right incentives to make a purchase.
This article will discuss the core elements of a landing page and how to optimize it.
What are the Key Components of a Landing Page?
Every website is different. While designing landing pages is an art, it also has some handy best practices. Pick what you need based on what’s best for your brand but also keep in mind that there are tried and true features that can really put you above the rest.
There are certain key elements that every landing page needs to properly utilize proper graphic design, web development, and marketing techniques. Similarly, there are other aspects that help but are not crucial for a first-page SEO guarantee. We’ve put together a handy table to make the process clearer:
What Attributes Describe a Good Landing Page Experience?
You can use as many of the elements outlined above, but make sure they lead the customer through a journey. Attributes can vary from page to page and depend heavily on the purpose you’re striving for. Landing pages that convert tend to have a mix of elements.
- Proper SEO elements are crucial along with associated keywords for your product (more on this is the SEO section)
- Good UX practices allow for a proper flow throughout the page
- Custom URLs help your SEO (builds more SEO authority). Avoid “.wodpress” or “.demopage” domains
- Appropriate keywords are necessary
- If you’re selling a product, use keywords related to competing products
- Long-tail keywords can be handy for more specific product categories
- Get proper backlinks by asking websites to link to you while keeping good quality outbound links as well
Here’s what should you avoid when developing a search-optimized website landing page:
- Avoid broken links: check your page performance regularly to find these
- Do not over-optimize with the same keywords: Google will penalize you for it
- Do not copy content: you can use data or quotes from others but original content is crucial
- Don’t worry about length: a common piece of advice is to make content longer. This is a misconception as landing pages that are longer tend to have more keywords and relevant info. Those are the things you should focus on instead of worrying about length.
Whether the elements you have are adequately fulfilling your desired purpose should be based on KPIs.
KPIs for Landing Page Monitoring
Some crucial indicators are necessary for ensuring your landing page is doing its job. On-page SEO services like SEMrush are a great way of monitoring and assessing these KPIs. Our advice is to identify and optimize these crucial metrics:
- Page Views: Page views and CTR are the simplest measure of judging effectiveness, but should not be analyzed alone
- Session Sources: Aside from counting views, it’s important to know where visitors are finding your landing page from. Lower sessions resulting from search engines mean your SEO is lacking. Additionally, it’s important to know how much of your traffic is organic
- Goal Completions: Setting goals on Google Analytics can help check if you are meeting your benchmarks. For example, if you set the goal to register the number of people buying a product or filling out a form, you can gauge specific (often more meaningful) metrics that relate to the purpose of your landing page
- Average session duration: How long are people staying on your page? A low session duration can indicate many things, from bad UX design to inaccurate customer targeting. If your landing page has a low session duration, maybe you need to reevaluate the content on it or adjust your keywords and advertising strategy to find the right demographic.
- Bounce rate/Exit rate: How many people leave your landing page without visiting your payment portal? Which pages do they exit your site from? These can tell you where your dead-ends are and what needs optimizing. Maybe check your UX or page speed if people are leaving before meaningful contact.
- Visitors-to-lead conversion ratio: This one measure how many people are actually converting.
- Pages per session: Try to see how many pages visitors view before they leave. Of course, this can depend on how many the company needs. A landing page that is just meant to be informative on its own can have low pages per session but high bounce rates. However, if you’re looking for conversions, a higher ratio of page visits per session is probably better.
On-Page SEO Elements
The importance of on-page SEO cannot be understated. Here are the basics that you need to cover:
- Title Tags: Appropriate titles where necessary.
- Main Keyword should be at the beginning
- Titles should be shorter than 50 characters but also shouldn’t exceed 70.
- Meta descriptions: A meta description with the right keywords is crucial for SEO.
- Generally should be around 155 characters.
- Header tags: Give your page proper structure with headlines.
- The keyword should not be in over 75% of sub-headings (over-optimization penalises the website).
- Image SEO: Image names should be appropriately related.
- Alt text should contain keywords.
- Aside from SEO, image sizes can help maintain page speed.
Product Page Optimization Tips
The best practices for product pages can streamline your customer’s journey and lead to easy purchases.
Here are a few tips for copywriting and content marketing for web design pertaining to product pages:
- Product descriptions: Clear descriptions that include the category and what needs the product solves. This helps sell the product to the customer and helps them find it via a search engine when you use the right keywords (or compare it to similar products).
- High-quality images and visual design: Don’t just show the product and list features, illustrate them. Use graphs, infographics, and demonstration videos.
- Trust signals: As mentioned in the key components section, testimonials, case studies, and customer reviews build trust.
- Appropriate Text Spacing: The page shouldn’t look cluttered and all the information should be properly titled, so customers can find it.
- Add CTAs: Use buttons, slogans, and catchy phrases to entice the customer.
- Contact info: Let the customer know where they can find out more info about the product or contact a sales rep.
- Consistent branding and logos: You’re not just selling a product. You’re also selling your brand. Make sure it sticks in the customer’s head for the future.
Product Landing Page Example
This product page for AKG headphones manages to pack a lot of information without making it overwhelming. The page has videos, social proof, testimonials, a closing argument, and a product description at the bottom. It manages to make it look uncluttered, despite having a lot of text, by presenting the most crucial bits of info first (images, price, payment and delivery options, etc).
Then the page gets text-heavy once they’ve drawn the customer in. They hit the ready with a long description, benefits, and videos. These are maintained quite neatly with the use of an overhead category slider acting as a table of contents. Bonus points for having a 360-degree model of the headphones customers can interact with.
Event Page Optimization Tips
Landing pages for products are one thing, but services and events can be a slightly different ball game. Event landing pages have a more ephemeral strategy. All of the tips outlined for product pages still apply, but there are a few ways to sell an event.
As we’ve covered in previous articles, events are heavily dependent on local SEO. Your landing page can include an address and a Google maps/Google my Business link to enhance visibility. Another way to aid local SEO is to list your event on the Google 3-pack or the events section on search engines.
If this is a seasonal event (such as an annual one), you can keep a seasonal page alive every time you need it. If it’s a Halloween event, keep that page around and refurbish it to the latest SEO standards every year. Keep the basic infrastructure but also improve it based on the year’s trends and standards.
Event Website Examples
Here are some good event landing page examples that use clear design and language:
This one works because of its use of clear text, a timer at the bottom to build anticipation, and clear buttons for the payment portal. It even lists how long until the price will increase, which helps foment FOMO for customers. It also helps that they have a famous celebrity picture in the background.
The Dreamforce event uses a lot of the techniques discussed earlier. On the sidebar, there are CTAs, and buttons that lead to the sales portal, further information is accessible a click away and the main images build into the brand ideals. It’s visually stimulating and textually minimal, but the option of additional information is also presented.
How Much Does it Cost to Build a Landing Page
Now you know what elements you want and what purpose they serve. One last question remains: How much should you pay for a website landing page?
While this question (as always) depends on how much functionality you want out of the page, there are industry standards. A quality landing page can cost from $1,000-1,500 (€997-1480) depending on the designers or the extent of requests. Even higher quality can cost twice as much if they need dynamic elements and a lot of moving parts.
Generally, depending on how complex your business operation is, it would be preferable to pay for a better landing page. Upwards of $2,000 or €2,000 might be necessary if you need something connecting to a lot of payment options. However, low-tech landing pages can suffice if the business doesn’t need anything flashy.
If you’re looking for web development or landing page optimization services, this is the website for you. We can serve as landing page optimization consultants and provide everything from full-on development to graphic design and seo copywriting services. Check out our services page to learn more.