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Internet Marketing 101: Landing Page Optimization

A landing page is a page on your website, designed specifically to be the first page a visitor comes to and to be highly relevant to the service or product they are seeking. Landing pages are often overlooked when creating an internet marketing strategy, but they’re arguably the most important part of your website.

To put it simply, landing pages are the URLs that people go directly to via search engine results, sponsored ads or other advertising. Your landing pages are where traffic converts into sales.

When you design your website, remember that your landing pages need to be specific to what you do, informative (but not overly so), and have obvious calls to action, whether it’s a contact form or your business’ phone number with text saying, “Call Today.” Look at your highest competitors’ landing pages to see how they’re set up.

Below are the features that together compose the ultimate landing page:

  • Make the page visually appealing: have the page designed professionally, limit the text and add     engaging images
  • Make the goal of the page obvious and inviting
  • Keep the look and feel congruent with the rest of your website to remain consistent
  • Include a compelling and clear call to action
  • Minimize the amount of data you ask visitors for (only ask for what you need)
  • Put what you want your visitors to focus on above the fold, meaning that your visitors don’t     have to scroll down to find what you want them to see first
  • Have an obvious, large, and bold phone number on the page (don’t forget to put your address     on there as well)
  • Use facts rather than sales tactics
  • Include endorsements and testimonials to increase perceived authority
  • Tell potential customers what your services/products cost
  • For local businesses, include a high-quality map of your location (Google maps tend to be the     standard)

When Steelsmith Group optimizes landing pages for our clients, these are the fundamentals that we always stick to. Landing pages need to be clear, concise, and honest for your internet marketing campaign to successfully convert as much traffic as possible. If you could use some help, feel free to get in touch with Steelsmith Group today by calling (888) 245-4117.

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The Fundamentals of Internet Marketing

It’s more important than ever to market your business online, as consumers usually turn to the internet to find and purchase services and products. In this post, we’ll break down the basics of internet marketing for small businesses likes yours.

The first step of internet marketing is competitive analysis. Learn your industry. Learn what your competitors are doing. Pay attention to who’s beating you in on search engine rankings. What are they doing differently? In the rest of this article, we’ll explain what you need to look out for.

Make sure you have an awesome website design that’s not only easy to navigate, but that’s also engaging with its content and images, specifically infographics. Look at how your competitors’ sites are set up.

Today’s consumers are using mobile devices on a regular basis, and on top of that, Google has recently begun to penalize website’s search rankings if they aren’t mobile friendly. That’s why it’s extremely important to make sure that your website is designed to work on both smartphones and tablets as well as internet browsers.

Landing pages are one of the most important parts of your website. Landing pages are pages that people go directly to via a search engine result, sponsored ad or other advertising. Your landing pages are where traffic converts into sales.

Your landing pages need to be specific to what you do, informative (but not overly so), and have obvious calls to action, whether it’s a contact form or your business’ phone number with text saying, “Call Today.” Look at your highest competitors’ landing pages to see how they’re set up.

You’ll also need a great “Contact Us” page that’s linked to from every other page of your site. Ensure that your contact page contains your phone number, address, business hours, a contact form, and a Google map. In addition to an optimized “Contact Us” page, it’s important to have your phone number and address at the bottom of each webpage on your site.

Good content is vital to having a good website with high search engine rankings and a high conversion rate.

The most important part of your content is that it must include natural keywords. What’s a keyword? A word or phrase that people enter on search engines to find what they’re looking for. You need to do keyword research. Don’t worry, there are plenty of tools on the internet for you to use, such as Google Adwords’ Keywords Planner and the Bing Keyword Research tool. Your keywords should be specific to what your company does, the services/products that you offer, and where you are located. Take a look at what words your top competitors are using to rank higher than you, and see how you can individualize keywords to be specific to your niche.

Your company’s keywords are going to be the foundation of your SEO (search engine optimization) efforts. To learn more about SEO, check out our last blog post, The Essential Small Business Guide to SEO.

The next step of internet marketing is blogging. You need to first make sure that your website has a blog, where your readers can subscribe to your posts as well as share them to various social media sites. Blogging creates original content for your company, and it allows you to update your website consistently, which together improve your site’s search engine rankings as well as your reputation.

One of the best ways to promote your website and blog is through social media marketing. Find out which social media platforms your potential customers use most. Establish a social presence online and connect with potential customers like never before.

Online business directories are yet another fundamental to internet marketing. Make sure that all of your company’s listings are up-to-date, correct, and complete. This can be a time consuming task, but the difference it makes in your search engine rankings is well worth it.

Lastly, do not forget to use analytics and tracking tools. There are many free tools out there, such as Google Analytics and Bing Webmaster Tools. They are vital to tracking your success and seeing how effective your internet marketing tactics are.