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SEO landing pages are an integral component of every marketing campaign. They provide a destination for ad clicks, contain powerful calls-to-action (CTAs) to boost conversions and provide a platform for you to tell your story. As a bonus, they boost organic SEO too.
But what makes a landing page different from any other website page?
Web pages provide information, encouraging visitors to explore the rest of the website and learn more about the company, its goods, and services. On the other hand, a landing page is explicitly designed to convert visitors into leads or customers based on campaign goals.
Today, we’ll dive into all the deets about landing pages, including best practices for landing page design and how best to leverage
SEO landing pages for marketing campaign success.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”2″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]How Landing Pages Complement Your Website Design[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]A website can have several landing pages, but they are not meant to be the sole focus of your site or the basis for a website redesign.
So, let’s first consider the website. A business website contains pages about the company, its people, and its products. It offers a way to access products and services and find helpful information through blogs, individual pages, and other content.
In best practice, landing page design should align with the rest of the site to ensure a consistent experience in both appearance and function. The real difference here is the message. By keeping your landing pages focused on conversion, these pages can stand alone while still playing well with the rest of the website. Whereas your web pages will almost always link out and connect to other pages, landing pages have a single destination based on the campaign goal.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Optimizing Landing Pages for Website Conversion and SEO[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]
SEO landing page optimization isn’t much different than website conversion optimization. The right keywords are critical and must align with ad keywords for best results.
Use keywords in your meta descriptions, title tags, header tags, image file names, image alt text, and throughout your copy for search engine visibility.
Additional techniques include optimizing for page load speed, simplifying lead gen forms, and providing clear, concise CTAs that make it easy for your visitors to act. Simplicity is critical here, as complicated processes can be the difference between a bounce and a conversion. You’ve done all that work to get them there; do what you can to make the rest seem like the next logical step.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Adding SEO Landing Pages to Focus Your Website’s Campaign Strategy[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]
Landing pages are an essential feature of every digital marketing campaign. They can increase conversions and decrease the cost of acquisition simply because they are focused on a single objective.
When the landing page is optimized to reflect the ad’s intent, visitors understand the goal and won’t be distracted by content beyond the ad’s scope. The most successful landing pages clearly state their purpose and direct conversions by delivering on the ad’s promise. Considering all the distractions your buyers face, simplicity, brevity, and a clearly defined message help to gain their trust and establish foundations for a high-performing campaign.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Mobile-Friendly Landing Pages for a Seamless User Experience[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Mobile-friendly landing pages are a must in 2024. Mobile traffic accounts for 62% of all web traffic, and 98% of mobile users access the internet from their devices, telling us how vital it is that your content looks and performs well on mobile.
Beyond these statistics, we must consider that Google (and other search engines) prioritize mobile-friendly pages, meaning your ad or link may not appear on a mobile device it’s not optimized for.
As with your website, you must ensure landing pages offer a great user experience on any device, or your ads will never achieve their potential.
Long-form content may be appropriate in some cases, but when you consider people may view it on their mobile, you need to ensure the copy is formatted and organized so the length doesn’t detract from the message. Placing consistent, strong CTAs throughout the content, especially between paragraphs or sections, helps break up the text and ensures the intent isn’t diluted by too much information.
In best practice, you must always optimize landing pages for mobile—and design for mobile first. Most designers will agree, it’s easier to upscale the design for desktop than it is to downscale for mobile.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Aligning Landing Pages with Website Campaign Messaging[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]
High-converting landing pages always align with website and ad messaging. Doing so provides a cohesive experience for site visitors, establishing clarity, improving trust, and encouraging engagement.
Extend this strategy to the copy, images, colors, and tone. Images are an excellent way to tell your story visually and can be especially critical as many customers won’t take the time to read all of your copy. When landing page images align with those in your ads, you take visitors on a seamless journey from attraction to conversion, building trust and credibility as you close the loop.
[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Continuous Testing and Optimization for Campaign Landing Pages[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]
Continuous testing is one of the most critical campaign success strategies as it allows you to quickly adjust, course-correct, and identify performance issues to keep your campaigns on track.
A/B testing for landing pages allows you to compare two versions of the same page at the same URL to see which performs better. Some visitors will see one version, while others will see the second. Checking your analytics and page performance data will reveal the clear winner.
Monitoring conversion rates, bounce rates, and user behavior will also reveal areas of improvement and can be adjusted as the campaign is running to boost performance. User behavior analysis provides detailed information into what drives site visitors to convert and what isn’t hitting home.
Ultimately, optimization is never one-and-done. Customer preferences and trends change, so we must always be alert to how the wind blows.
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Final Thoughts
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Marketing campaigns are often costly and businesses must use every tool at their disposal to encourage success. Landing pages are an integral component of any digital marketing campaign and do an excellent job of aligning ad intent with action, boosting conversions, and reducing the cost-per-acquisition. If you’re unsure where to start, speak to the team at Costello Creative Group today. We use a strategic combination of design, storytelling, and advanced SEO to drive marketing campaign success in 2024. Book a call today, and let’s get started!
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