Choosing & Designing Your Landing Pages

Creating relevant and engaging website content is certainly an important part of content marketing, but it only really skims the surface of what content marketing is all about. This is where many businesses are going wrong with their SEO efforts. After all, what’s the point in generating top notch off-site content to increase traffic if you have no on-site content to retain visitor interest once they reach your website?

This is why landing pages are so important. Landing pages are those parts of your site that your content points to. If you have an ecommerce website, for example, and you’re creating content focusing on a specific product, you may add a link to the relevant product page; a landing page. But the big question is: how do you choose landing pages, and how should landing pages be designed to maximise conversions?

How to Choose Landing Pages

One of the biggest and most important considerations in terms of internet marketing is where your links should direct your visitors. This can be tricky, but the good news is that there’s no need to select just one. In fact, research suggests that the more landing pages you have, the more leads you can expect.

However, not every page has what it takes to be a great landing page. It’s important to consider who your audience is, and what they want. Luckily, if you’re working with an SEO consultant building a search campaign, this can be simple, as you’ll know what keywords tend to lead potential customers to your ad or content. Therefore, you’re in a position to be able to select a suitable landing page based on need.

Landing Page Design

So how about landing page design? While it’s a good idea to follow the general ‘rules’ of website design, there are a few additional factors to consider when designing landing pages, such as:

  • Responsiveness: More traffic than ever before is coming from mobile, so responsive website design is essential for landing pages, optimising them for viewing on smartphones or tablets.
  • Simplicity: Landing page audiences are ‘top of the funnel’. They don’t want in-depth detail; they want a solution to their problem. Keep it simple and discuss the benefits, not the features.
  • Call to Action: The ‘Paradox of Choice’ applies to landing pages; too much choice can be too stressful for visitors. Include an obvious, bold call to action to help guide your audience.

Ultimately, the best website design method is one that takes landing pages into account, carefully selecting the most appropriate pages which are not only relevant to specific ads and content, but also have what it takes to boost conversion rates. Working with a web design company like Mi Web Design, you’ll have everything you need to fully optimise your landing pages to maximise engagement – and boost sales.