Landing Pages - What can I expect?

Landing Page creation and optimization

Developing landing pages for your products and services is a great way to generate leads and provide in depth information to your potential clients, if they are done right. Landing pages are at the heart of great search engine optimization. There is a lot that goes into creating a great SEO landing pages. A little bit of science, a little bit of psychology and a little bit of magic all go to making the best SEO landing pages.

Landing Page Forms

Generally speaking, the primary goal of a effective SEO landing pages is to get your potential client to provide their contact information.  This requires user interaction and a form.  There have been many studies talking about optimum SEO landing pages featuring forms and the "right number of fields".  According to Eloqua, the average number of fields on a form sit around 10, with just over 10% of forms including that many form fields.

landing-page-optimal-form-fields

There are significant drop offs in conversion rates after both 3 and 7 fields.  One interesting thing to note is forms with 16 fields have an increase in conversions over 15 fields.

Where in the Sales cycle are SEO Landing Pages intended?

One of the often overlooked parts to designing a effective SEO landing pages is to determine where in the sales cycle this landing page is targeting.  The deeper into the sales cycle, the more likely you are to be able to have a form with more fields.  Do you understand the sales funnel and the stages a buyer goes through?  These are important facts! 

Top of the funnel landing pages are generally utilized to provide extending information to your potentials.  Things like White Papers, case studies and detailed information on the product or service are the principle offerings of top of the funnel landing pages.  These forms should be kept short with a focus on basic information.  

Middle of the funnel landing pages generally will focus on providing more information on what can be done with your specific products and services.  Questions on these forms should start the qualification process for these leads.  Additional questions might focus on separating general consumers from Business to Business purchasing. 

End of the funnel landing pages generally will be very focused on specific products or services, offering additional information and perhaps a "limited time offer" for the product or service.  This is where your most extensive forms would hang out.  Someone has already been back 2 other times!

What questions should you ask on your SEO Landing Pages?

The questions that should be asked are dependent on the product or service that you are offering.  There are some fields that are an absolute must, and there are a few items that will help your marketing and sales teams better qualify the leads.  The absolute musts are:

  • Contact information
    • First Name
    • Last Name
    • Email Address
    • Depending on where in the sales funnel you are, a phone number
  • Company information
    • Company name
    • Website URL
    • Type of business (B2C or B2B)
  • Specific questions that relate to the usage of your product or service.

What form fields should be required?

This is a discussion to have with your sales and marketing teams.  Obviously, the required information on every single form will be the contact information - with the exception of the phone number at the top of the sales funnel.  After that, finding out how your sales and marketing teams evaluate the leads, and the information that makes their job easier will dictate what fields are required.

If you use CRM that allows for Smart Forms, then you are a step ahead.  Build out your sales funnel landing forms so that if someone has been to your site and provided some information, that information will continue to build and create a lead profile. 

Value, value, value - Landing page content and offers

The more valuable the content is that you are offering on your landing page, the more likely a potential client is to provide the information you are asking for.  Understanding your buyer persona will be a great help in setting the value level of this content.  The better the content value, the more form fields your potential clients and customers will be willing to fill out. 

Optimize your SEO Landing Pages

Because your SEO landing pages are a critical part of effective inbound marketing, even small conversion improvements can make a significant impact on your bottom line.  Not only will you attract new prospects, but many repeat visitors will come across them as well.  Every landing page is an opportunity to gain additional information about them and to refine future marketing messages to them. 

Here are some questions to ask yourself as you move forward in optimizing your landing pages:

  • Does the landing page load quickly?  Page loads that take too long will drive away that potential. 
  • Does it pass the blink test?  In other words, can someone glance at your landing page and know in less than six seconds what it is you are offering and, more importantly, understand that it is valuable and why?
  • Headlines and images.  Do they contribute to what you are communicating or do they detract from it?
  • How many distractions do you have on the page?
    • external navigation
    • too many calls to action
  • Are you allowing your landing page to spread virally with social sharing options?

Conclusion

Landing pages are an essential part of attracting new business, as well as generating new business from existing customers and clients.  It is also one of the areas that is most overlooked.  A recent survey of 7,000 customers done by Hubspot showed a 55% increase in leads when companies increased the number landing pages from 10 to 15!  A properly constructed landing page is worth every penny!

Doing things strategically and "going the extra mile" is what One Web is all about, and the proper method for creating effective SEO landing pages is one of those things.

Call One Web today to pump up your landing pages to bring in more prospects and ultimately more business: (619) 500-6252.

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