Great Content Needs A Great Landing Page: How To Create One That Converts

At the beginning of this year, marketing as a whole experienced one of the biggest upheavals as demographics and markets shifted in response to COVID-19 orders. Marketing departments had to respond almost overnight to changes in which products were most popular, how they were being used, and how people were finding new products. Because of this, keeping your website up to date and conversion-focused is key to success in the current climate.

Thankfully, there are a lot of tools that can help businesses and marketers navigate these changing consumer patterns. The main concern, as always, is how to convert people viewing your pages, to active customers. By introducing interactive aspects to your landing pages, creating designs that build trust, and selecting helpful tools to solve customers’ problems, you can optimize your landing pages for maximum conversion.

With an increasingly socially aware consumer base, being able to earn trust is a key part of business today, and this starts with your landing page. Make sure that you have a captivating title, build in trust signals, and utilize post-conversion landing pages. Static pages are an often-overlooked portion of websites, and keeping them up to date and interactive can be an important step in success. All of your updates, however, should be data-driven.

Use Your Data Wisely

Websites gather massive amounts of data from users, even those who do not end up converting to customers. Utilize this data to properly focus your keywords, build relationships, and optimize your website. The best place to start is with “keyword mapping”.

Keyword mapping is essential to successful SEO strategies. By mapping out each page of your website, tracking keywords, rankings, and other related data, you can streamline product funnels, and channel users from your landing page to your most successful products. Evaluating this strategy against your landing page and its conversion rate, will help you use your data in a productive, meaningful way. You can also gather data and increase conversions by using interactive elements on your landing pages.

By creating opportunities for interaction, making yourself accessible for questions, and direct support, you can significantly increase your conversion rate. Utilize chatbots or live customer support to gather information on demographics, track traffic sources, and referrals, and pinpoint pitfalls in your marketing and conversion strategies. Taking the opportunities that these advancements offer to gather more information and integrate it into your strategies, can help you build consumer trust and convert more users to clients.

Use Interactive Elements on Your Landing Page to Build Trust

landing page elements - build trust with a chatbot

Chatbots (a small box popping up and welcoming the user to their websites), are being increasingly implemented by companies. Bots not only help make an immediate, dynamic connection with your audience, but they also give customers the chance to interact with you and ask questions. With consumers making decisions quickly, based on accessibility and response time, implementing a chatbot or live chat function on your website will help you build the personal relationships necessary for converting and retaining customers.

Another excellent tool for landing pages is the call to action (CTA). These can be as simple as offering discounts for signing up for a newsletter, or as targeted as asking users to donate to a cause that you are associated with. Calls to action should catch the eye of the user and hold their attention. Utilizing these on landing pages will help maximize the amount of time that users spend on your site, and will give them an immediate understanding of the type of company that you are.

Building in these types of interactive elements can also help build trust quickly with potential clients. Other elements that are “trust signals” include a visible and recognizable logo, accessible and visible testimonials, and the display of any awards or certifications that your company has received. By promoting verifiable positives about your brand, you can immediately build your credibility with a new user and convert them to a client.

Use Static Pages To Complete The Experience

Static pages can easily get forgotten when it comes to content production. With so much focus on the products and adjusting to current trends, static pages can be forgotten when planning content updates. While there isn’t a set period that is best for how often you should update your landing pages, you should tailor this to your SEO strategy, necessary keyword updates, and user interface updates. You can also ensure that the less-frequently updated landing pages that you use are placed effectively, and have to be updated less consistently.

One excellent use of static landing pages is to build them into non-purchasing flows, such as signing up or liking a product. These can also be used to generate additional sales if landing pages are added after a purchase is complete. When a user has completed checkout or CTA, they are presented with a secondary landing page that offers deals or loyalty rewards. This can both prompt a user to become a client and generate additional sales from existing customers.

Keeping your initial landing page updated with current information, proper keywords, and aligned SEO strategy, will get the right customers to your website. Including related links and dynamic elements such as chatbots, can help potential clients navigate any challenges they may experience with your product. Another excellent choice is to include resources for your clients; such as useful tools like budget calculators if your audience is interested in business or finance, directories to learning resources if your audience is trying to learn a new skill, and so on. By including links that can help solve your customers’ simpler needs, they become more likely to use you as a resource for more complex needs in the future.

This year is proving to be challenging for all areas of business, and marketing has been affected very directly. Being able to solve clients’ problems quickly and easily is more important now than ever. As Google and other large search engines expand their algorithms, keeping your landing pages optimized, interactive, and up to date is key to successful conversion tactics.

However, by utilizing consumer data, mapping keywords, establishing yourself as a trusted company, and providing opportunities for direct interaction, your company can continue to convert potential leads.

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