website landing page with good mobile usability

A website landing page is the first chance you get to show visitors how great your business, products and services are, so it’s essential it portrays the right message. You want people to learn enough, know what could come next, and know how to access your products or service easily. That takes work, and our tips below can help you to get it right!

Sneak a peek

Don’t be afraid to look at what your competitors are doing. It’s a pretty sure thing they will have taken a look at your website! Buyers will also look around at competitors’ websites before choosing where to shop, what to buy or whom to give their business to.

Look for their strengths and weaknesses and use your competitor analysis to increase your conversion rates by improving your landing page. Also review and analyse websites that may not be in direct competition but from which you might learn something that could help improve your landing page – especially look at “aspirational” competitors i.e. those companies that are longer established, have a wider product/service range and who serve customers with larger budgets.

What to look for

Do they serve your target market well?

Research your target market, brainstorm how they view what you offer, and whether your competitors can meet these demands better than you currently do. Analyse the landing pages that are at the top of the search rankings for searches your ideal customers will be using. Reverse engineering the keywords on your landing page, then see where you fair in the rankings for those keywords. If your competitors are beating you, some changes are likely needed.

What are they offering?

Once you are sure you have the right audience, see if your competitors are making offers that could attract the customers you want. Are there offers, discounts or eye-catching designs that offer a better customer experience? Do the images used support their content? Then go on to check what your target audience reviews on competitor sites look like, and check reviews and ratings on trusted review sites like TrustPilot.

Test your competitor’s services

A little “mystery shopper” operation can quickly show you how competitors’ onboarding experience delivers. Learning their snags, messaging and technologies, as well as any onboarding hiccups you find in their sign up and purchasing processes, and avoid these mistakes yourself.

Check out the SERP results

Search Engine Results Page (SERP) top-ranking results for target keywords and keyword clusters can be a great place to see what they have in common. If they all show similar formats, such as all having a video or other common theme, then it’s a good idea to include this in your landing page (just watch out it doesn’t damage page speed). If they rank highly, similarly styled landing pages are likely to do well, too, so adding them to your page should see good results.

Check out your competitors’ paid advertisements

You could find strategies to copy by clicking on the sponsored results showing on the search listings for your keywords – after all your competitors wouldn’t be spending money on an advertising campaign if they weren’t seeing results.

Tailor your content to meet customer needs

Look for the qualitative data that your competitor’s landing pages offer. Measure the user engagement rates, how long people spend on the page, and the scroll and conversion rates to see if you need to change how the content is written to be more informative or inviting. Pinpoint gaps and visualise the relationship you need with your customers for them to feel ready to buy a product or use your services. You can build high-converting landing pages by offering similar customer support options, integrations, and platform features, to show your brands offer just what the customer needs.


Conversion Rate Optimisation

Keep your focus

Keep a clear focus for each landing page. If you have different solutions or personas, create pages for each. Do not try to address too much on each page. Collect feedback, and find out what your customers are saying. What do you have that could help them, and is this message delivered so they understand? What might they need to know that you could tell them to help them? Add proof that you have happy customers, use the feedback and reviews you receive to blow your own trumpet and build credibility and trust in your brand.

Remember who you are

Creating highly successful landing pages involves not only understanding your audience but being able to let them know you are there. Show you have what helps them or what they need and give them a simple and smooth user experience to convert them. Once you know what they want, your content must deliver. Your content must be written in a style your target audience can relate to. This may grow and develop depending on how your target market changes or your products evolve, so make changes regularly if needed. Plus, consider how your audience is viewing your site on. Search engines are placing greater value on mobile experience so optimising content for mobile devices is also a must.

Landing Page improvement is an ongoing process

Creating pages that continue to work and convert is not a one-time-only deal. You will need to keep watching, learning, changing and seeing how your competitors change what they are doing. You need to analyse what they are doing well, where you can do better or whether you need a different approach to get results.

Final words

An effective landing page will offer the right balance of information and creative styling that has the right offers for your audience. You must ensure that your landing pages are effective on the different devices your audience will choose to connect with you on. In-depth research with your audience using focus groups, one-on-one interviews and surveys can help you get feedback on how your business is viewed compared to its competitors. People will buy with their eyes, so what they see is as important as what they hear or read. Colours, fonts, line spacing, and clear space can all make a difference to your conversion rate.

About Michelle Symonds

Established as an SEO specialist since 2009, following a career as a software engineer in the oil industry and investment banking. Michelle draws on her IT and web development experience to develop best-practice processes for implementing successful SEO strategies. Her pro-active approach to SEO enables organisations to raise their online profile and reach new audiences, both nationally and internationally. She has a wealth of cross-industry experience from startups to Fortune 500 companies .

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