Digital is no longer an option, it is a necessity. About one in two small business owners say in a recent study that they have no plans to change or improve their online presence this year! Why such a discrepancy when landing page, SEO and social media merge from all sides?
If few ignore the challenges of digital, few also have the means to get down to business. Small business owners have multiple responsibilities and too little time to maintain their online presence. The majority of companies with 2 to 10 employees spend an average of 6 hours per week on their social media. For what results?
With a little hindsight, the question is obviously not to abandon social media. But they should be used for what they are: a channel, not an escape from the complexities of digital publishing. Nowadays, a website is essential, just like a Facebook page. Between these two poles, the landing pages represent an essential lever for SME marketing to hit the bull’s eye with ultra-targeted communication.
And if you think the landing pages are out of your reach, think again! Today we can create them without any technical skills and at low cost. However, it must be done for the right reasons. But let’s start at the beginning …
What is a landing page?
A landing page (also called a landing page, landing page, landing page, or sales page) is a web page independent of the rest of your website. Ultra targeted, it’s a conversion page used to transform your visitor’s intention into action.
A landing page is therefore not an abridged version of your website! It is a standalone page created specifically to support a marketing campaign. Its goal is to convince visitors to take action. According to Convertize, an effective landing page can increase your conversion rate by 300% and your ROI by 291%.
There are 6 types of landing page, the best known being probably click pages and lead generation pages.
Which tool to use to create a landing page?
According to Hubspot research, a typical landing page converts on average 5 to 15%, but some optimized pages can convert up to 30%!
Despite this, there are many companies that resist using landing pages, for three main reasons:
- Landing pages are too complex or too long to create;
- Landing pages do not achieve sufficiently high conversion rates;
- Companies don’t know how to improve their landing pages.
As many points as it is possible to tame thanks to the many tools present on the market. These include Unbounce, Instapage, Launchrock, OptimizePress and KickoffLabs.
The basic elements of an effective landing page
We won’t go into the anatomical detail of a converting landing page here. It is however important to understand the three axes at the base of a landing page:
- offer – This is what the visitor expects to find upon arriving on your page;
- The value – You have to convince the visitor that your offer is the best, which is why they must take action;
- The action – The call to action should be a perfect synthesis between offer and value, the one that converts the visitor into a customer or prospect.
SEO optimization of a landing page
For your landing page to be effective, follow the following practices:
- Title tag: unique title, including keywords and no more than 55 characters;
- H1 / H2 / H3 tags: these tags must summarize the content they precede;
- Meta description tag: description of your pages and their content, including your keyword so that it is bolded when it appears in search results;
- Image title and alt attribute: a short description in the form of keywords will provide information on the image to search engines. Remember to optimize the image file name according to the keywords you want to work on!
- Optimized loading speed;
- Keywords and associated landing pages: refer visitors to pages of your website associated with specific keywords;
- Optimized page URL: create an understandable URL, including keywords (separated by “-“) and not too long.
Why use a landing page?
Each of its actions pursues a specific objective. It is therefore not to your website that you should direct your visitors, but to a landing page targeted according to the intended action.
To support a paid campaign on Google or other
In a cost-per-click campaign, you target different keywords and messages. By matching the content of your landing page with the keywords of your campaign, you increase the quality score and therefore decrease the cost of your clicks.
Create as many landing pages as you have ads, your campaign will only be more targeted, and therefore effective.
To sell more than one product
When you promote a product (or service), the visitor is generally redirected to one of the following 3 places: your home page, the detail page of the product in question or the shopping cart. purchase.
Of these 3 options, only the product detail page provides enough information for the visitor to make an informed purchasing decision. But the risks are great, so much that he gets distracted by the main navigation of the site and ends up buying another product or, worse, leaving the site without having made a purchase.
By directing it to a targeted landing page, you simplify your sales funnel: advertising >> landing page >> shopping cart.
To optimize your natural referencing
When targeting multiple specific keywords, your website’s home page is not the place to place them all. When a page contains too many competing keywords, the effect of each keyword is reduced.
So think about creating unique landing pages for each keyword (or pair of keywords).
To do A / B tests
One of the main advantages of a landing page is the possibility of carrying out several tests and adjusting the campaign (message, visuals, etc.) according to the performance obtained. A technique often used is that of A / B testing.
A landing page is also an excellent technique for testing a potential design for a website redesign.