Improve Advertising Performance With Optimized Landing Pages by Matt Jackson

A landing page is, literally, the page that visitors land on when they first enter your site. Whether they have been directed to your site through a text link, banner ad, or any other form of referral, there are certain components that make a landing page more effective.

Topic And Keyword Relevancy

The more relevant the page is to the visitor, the more likely they will be to convert. Whether you want your users to purchase a product, click affiliate links, or sign up for a newsletter, it is conversions that make the difference between a busy website and good profits. Whatever form of advertising model you use, you should have a very good idea of what your visitors are looking for when they visit your page. If you promise it in your ad, then deliver it on your page.

Your Unique Selling Proposition

The USP, or Unique Selling Proposition, is the thing that makes you stand out from your competitors. It's the reason that makes visitors want to choose your service over every other similar service. Virtually all websites and services have a USP but, surprisingly, not all business owners or Webmasters have identified their own. Compare your service to others in your industry and determine why you are better - dress this USP up and push it as near to the beginning of your landing page as possible.

The Call To Action

The action is the desired action you want visitors to take - signup, purchase, or click in most cases. The Call To Action is the vehicle that drives your customers to perform this action. For example, if you want visitors to sign up for a newsletter, then the detail capture form and surrounding text is your Call To Action. It needs to be powerful, clear, and it needs to be identified. Click Here is one of the worst possible CTAs you can use for a lot of different reasons.

Incentives

Got an incentive to push your visitors into making that all important decision? Give something away, offer price reductions, ship items for free. Any of these are powerful incentives and need to be highlighted. The quicker and more prominently you can highlight them the better - make the most of well positioned banners and on-site advertising to get your message across powerfully and quickly.

Landing Page Optimization

These are just some of the more powerful and beneficial ways to optimize a landing page and represent the minimum efforts you need to put in to get the best results out. Test small changes on existing landing pages and use a good analytics package to ensure that you have a full set of data available to properly test those changes.

About the Author

Matt Jackson offers web content writing services to websites operating in any industry. Services include landing page writing and optimization as well as being an SEO copywriter.

Compelling content converts customers.