How to use website landing page optimization to create high traffic hubs

As a good foundation for any digital marketing strategy, a solid website representing your business’s brand and mission is vital to building trust and lead generation. This article discusses how to optimize your website landing pages to maximize traffic, build trust with customers, and rank higher on the search engine results page (SERP).

NOTE: This article is a commentary and elaboration on an article initially published by Margot Mazur of Hubspot on Think By Google in August of 2021, titled “How to optimize website landing pages for lead generation.”

Think about your website

Let’s start by thinking about your company’s website as it currently stands.

How many pages does your website have?
Do they list all of your products or services?
Are they informative and answer your customer’s most-asked questions?
Does your website provide solutions to your target audience’s problems?
Is there a contact form, or is the contact information readily accessible?
Is the copy on your website consistent with your voice and tone and easy to understand?
How easy is your website to navigate through?

These questions are great starting points for learning how you can better optimize your website to increase leads and revenue. After all, the purpose of landing pages is to convert site visitors into leads or customers.

Next… Test your visibility on the search engine results page (SERP).

For those who have access to Google Analytics, you can see the amount of traffic and what page your website is receiving. You can even access demographic info and other key information such as what type of device people are using to view your website, how long people stay on your webpage (bounce rate), and more.

However, if you don’t currently have access to a Google Analytics account or looking for a quick way to test if your website is being found, try a simple local Google search. Without using your company’s name, search your industry, profession, service, or product + “near me.”

For example, if you own a bank, you can search “banks near me.” Omitting the Google Ads, you’ll see at the top (and potentially bottom) of the SERP and the local Google Business Profile results pack; look to see if your website shows up on the first page of organic results.

Next, you can try a more specific search. Maybe you have a service landing page on your website dedicated to mortgages. You want potential home buyers to find your website and that landing page. Try searching for “home mortgage lenders near me” or “home mortgage lenders in *your location*.” Go through the same process of seeing if your website or that specific webpage shows up on the SERP.

If the answer is that your website or landing pages are not showing up, or you find yourself listed on the 2nd, 3rd, or even 4th page of Google, your website could likely benefit from optimizing your website.

How to optimize your website landing pages for lead generation

Write clear and concise copy that matches your voice, tone, and mission
Engage your audience by adding videos
Make your website easy to navigate and ensure there is a clear “call to action.”
Create a landing page acquisition strategy that is right for your business

Write clear and concise landing page content

When writing your website landing page copy, it’s important to remember that you don’t have to reinvent the wheel. Your copy should be engaging, clear, and concise, so your audience can get the answer to the information or questions that they’re looking for quickly and easily.

Your copy should do these 3 things:

What action the user should take in response to your content.
Explain how the information or call to action on the landing page solves a problem for the customer.
What your customers will get in return for you solving the problem.

Your copy should have these 3 things:

First, be clear and free of jargon or hard-to-understand phrases/words.
Be comprehensive and fully explain the page’s service, product, or purpose.
Be transparent- no hidden agendas. (Example: Be clear about any fees, rules, or additional information that could potentially turn a client away)

💡 Your customer’s first impression of you might be your website landing page. Think about your target audience’s pain points and what concerns they might have. Make sure to address these in your copywriting.

Engage with your audience by adding videos

Nearly 30% of all landing pages on the first page of the SERP have videos.
86% of video marketers have said that videos on a website increase leads.
94% of marketers say that videos helped increase user understanding of their product or service.

In today’s day and age, people often look for visuals to receive information. That’s why photos and videos are so important. To better optimize your website landing pages, consider adding a video. The video could serve different purposes but must be relevant to the page itself.

Emphasize your call to action (CTA)
Explain a product or service, even provide a demonstration
Summarize the landing page in a video

Video Marketing Campaign Strategy in 2022

Since the goal of landing pages is to turn website visitors into leads or customers, it’s essential to make sure that they can easily access the information they need. Length landing pages without proper headings can cause users to get frustrated trying to find what they’re looking for. Additionally, if you’re looking for users to contact you or fill out a form, these should be at the top, bottom, or side of the page, so it is easily accessible. This clear and thoughtful call to action can create up to 20% more leads.

💡 The majority of website visitors nowadays come from mobile devices like smartphones. Therefore, your website should be mobile-friendly. Test this by navigating through your website on a desktop computer and then again on a smartphone if you’re unsure. Is there anything that could hinder users from getting the information they need?

Create a landing page acquisition strategy that is right for your business

A landing page acquisition strategy is a comprehensive plan that incorporates how your landing page and website will contribute to your company’s goals. Successful landing page strategies can target specific audiences with different pages, increasing visibility and ensuring relevance, all while building trust. For example, Hubspot’s one study showed that businesses that increased their amount of landing pages from 10 to 15 received a 55% increase in leads.

Conclusion

With these four easy steps, your business can be on its way to increased website traffic, all while ranking higher on the SERP. Ensuring that your landing pages have straightforward, concise content, adding videos, creating easy navigation & clear CTA’s, and having a solid acquisition strategy, your website will be on its way to organically bring in leads.

Working with a digital marketing agency in Scranton, PA, such as RiZen Metrics, can also assist in developing a successful website optimization strategy. With a team of highly skilled professionals, we can use tactics like website development, search engine optimization (SEO), PPC & paid media, and content marketing to turn your landing pages into high traffic hubs.