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Why is Landing Page Optimization Important?

Why is Landing Page Optimization Important?

Why is Landing Page Optimization Important?Taking the time to design a landing page for your website can boost your business by drawing more customers and increasing conversion rates. Landing pages are made to attract a particular subset of people through search results or pay-per-click ads and entice them to complete a specific action.

Unlike a homepage which serves as a gateway to or an overview of the rest of your website, landing pages are designed to generate leads. They’re cleaner, more streamlined and serve to clearly communicate the benefits of a product, a service or taking some kind of action.

Generating Leads
A properly optimized landing page will include keywords relevant to your business, the search terms your target audience is likely to use to find you and the action you want them to take when they arrive. The goal is to attract customers from the demographic most likely to follow through on making contact with your company. With a landing page, you’re aiming for quick conversions, not just people showing up on your site and clicking around aimlessly.

New leads don’t even have to come from new visitors. People who are already familiar with your site can be converted from casual browsers to paying customers if you design a landing page that makes them excited about the prospect of getting in touch with you. Whether they enter their email address in a signup form or follow through on purchasing a product, you’ll have captured a new customer without having to draw any fresh traffic.

What to Optimize?
It’s best to design a couple of different landing pages and test them to see which one generates the highest number of conversions. Focus on quick loading times, cross-device compatibility, ease of use and relevant content. Deliver a clear, concise message that directs visitors to do exactly what you want them to do and makes it as easy as possible for them to follow through. The more compelling you can make your page, the better the chance that people will take the desired action. Use the page that generates the most leads for the best possible results.

Proper landing page design and optimization can increase conversions many times over. Careful consideration of every element of the page coupled with clean design and attention to relevant keywords has the potential to generate more sales than standard website optimization and allows you to create targeted marketing campaigns that work.

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Kelly Brown, has 20+ years of experience leading entrepreneurial organizations. Kelly joined Sanctuary Marketing Group after serving 10 years as the Chief Operating Officer and Marketing Director of Communication Resources, Inc., a Canton, Ohio-based publisher serving the church market for over 38 years.

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