23 Keys to Targeted Landing Pages
The page title is the text that displays in the browser bar when the visitor is on the page. Page titles, like headlines, are indexed by search spiders and should incorporate important keywords from your campaign.
In checklist format, your landing page's design and content should:
- Have a clear, concise page title
- Have a clear, concise headline
- Be professionally designed
- Be presented in a single column
- Use limited images
- Be design-consistent with the campaign vehicle
- Eliminate distractions
- Display important content above the fold
- Tell visitors how they will benefit
- Use clear, concise language
- Stay focused
- Provide a single call to action
- Only ask for what you need
- Load quickly
Landing pages can also improve your SEO because they are filled with keywords about your business or product. Search engines strive to provide timely, relevant and helpful results. Landing pages that attract visitors, engage them for extended periods, and that are keyword-rich can have a noticeable impact on your search-engine ranking.
Test, Track and Tweak
To get the best conversion rates from your targeted landing pages, you must test, track and tweak. These tweaks—in the form of page updates—will also contribute to your SEO efforts. Best practices are simply guidelines to help you develop your landing pages. Only through tracking your offer with your design to your customers will you come to know what combination produces the best results—for you.
If you spend much time working toward website SEO, you undoubtedly have concerns about duplicating landing pages for your testing. With your targeted landing pages you will ideally be using custom headlines for each page (with H1 tags), and a welcoming paragraph. This customization minimizes the amount of content that is an exact duplicate. What's more, multiple landing pages that receive extended visits from engaged traffic and that drive form submissions and clickthroughs are a substantially different scenario than intentional and misleading propagation, and search engines recognize this.
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.