Landing Pages… convert the curious into the customer

A well crafted landing page should be focused and created to target your audience, and potential customers, for your business. It should be clean and uncluttered, easy to navigate, promote a concise message about the product or service your business offers and provides a clear CTA (Call To Action), a means (button or link) to prompt the viewer to follow a path (or convert) to a sale. The goal is to have a high conversion rate by prompting the curious, potential visitor to your page to register their information (to generate leads) or convert them into a buying customer.  But first you have to direct the curious to your landing page.

The landing page is reached though an existing link, often in an advertisement, or by way of an online search. You can boost the accuracy of that search for your business by implementing SEO (Search Engine Optimization) techniques. These can easily be built into your site and landing page during it's construction and can play an important role in placing your site before competitors in search results.

Google, a leader in online search, offers suggestions to assist in landing page optimization. Search data is collected by way of "web crawlers" (or bots) that search the Internet to gather site data. You can assist the search bots and help push your landing page to the top of search results by following some simple page creation rules:

• creation of unique, accurate and descriptive web page titles (HTML <Title> tag)
• using the "description" meta tag in your HTML code (using words relevant to your business)
• short but descriptive page file names or links (URLs - Uniform Resource Locator), using hyphens as separators so bots can recognize the individual words (eg, dress-formal.html - yes; DressFormal.html - no, words not easily searchable)
• make site navigation and the Call To Action easy to find and access

You've help guide potential customers to your landing page through boosting search results, now the structure of the page itself comes into play. The following video provides 8 tips for optimizing your landing page.

Your business wants and needs a high "conversion rate" to be successful. Boosting the search results for your site through SEO techniques and implementing the design tips provided will greatly help convert the "curious browser" into a "buying customer".


References

SEO Starters Guide -
http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

Learn how Google discovers, crawls, and serves web pages - http://support.google.com/webmasters/bin/answer.py?hl=en&answer=70897

Landing Page Optimization - 

http://en.wikipedia.org/wiki/Landing_page_optimization

Examples of small business landing pages -
http://unbounce.com/landing-page-examples/8-small-business-landing-pages-critiqued-for-conversion/

What is a landing page -
http://www.vertster.com/landing-page-design/what-is-a-landing-page/

8 Tips video -
http://www.vertster.com/landing-page-design/what-is-a-landing-page/

Search Bot image -
http://seoyourblog.com

Submitted by Pamela Ramos Peraza