Demand Generation
9 Ways to Increase Landing Page Conversions

9 Ways to Increase Landing Page Conversions

December 4, 2020
3 min read

Many companies implement an SEO strategy – experiencing varying degrees of success, it’s clear the benefits of SEO are worth your company’s time.

SEO is a great concept and useful in achieving a goal. The objective, like many other business activities, is to convert leads into sales.

The landing page is a key piece in the puzzle for both SEO and sales funnels. For SEO, it’s common your page is ranked depending on how long people stay on the landing page.

For sales funnels, the landing page is the first part of the funnel that the company controls the analytics. SEO only influences the rankings but does not control them. However, on the landing page, everything is contingent to the details based on the companies products and solutions.

Here are nine strides to increase conversions on your landing page.

1. Attention Grabbing Headline

When a visitor arrives at a landing page, that means a search engine or third-party website referred them through a link. An image or text enticed a person to visit your site and directed them to a specific landing page. One of the first things a visitor will subconsciously look for is confirmation your page provides the information they are looking for. The fastest way to assure them is by using a clear and concise headline.

Clickbait scams are rampant all over the internet. That is especially true when you are on non-corporate pages that monetize through views and referrals.

Assure your visitor with a headline that they are not “click-baited” by confirming that your page is in-line with the title and description of your link.

2. Images and Video Content

In B2Bs constantly evolving market a page full of plain text will not suffice. There are plenty of benefits to embedding images and videos on your landing page. Video and image content will engage users and entice them to learn more.

3. List of Benefits

When a prospect arrives on your landing pages they want to be provided a solution or explanation to the problem they are experiencing. Classifying the benefits of your product and services provides them with a concise user experience. Listing the benefits of your services on your website increases engagement and the chances of converting; and at the very least, can help improve your domain authority.

4. The Most Important Elements on Top

A visitor always looks for validation once they visit a new site. They want to believe that they arrived in a place that fits their expectations. Since going to websites is mostly free, their brain will only give each site a few seconds of attention before they will check out another. Make sure to put all the essential information on top to keep the visitor on the page, and engage with your service.

5. Buttons

After all the hardship of getting a visitor from a third-party website or search engine, the last thing you want to do is to make things difficult for them by creating a difficult user experience.

Setting up prominent call to action buttons will help increase conversion rates. Gathering data is an integral part of landing pages, but it’s most important function is to entice the visitor to go further into the sales funnel and eventually convert.

6. Social Proof

Anyone can claim to be “the best” or “the top” on their companies website. There is no lack of superlative words that marketing copywriters can use to attract visitors and turn them into paying customers. Using third-party testimonials off social media adds an air of legitimacy to your claims.

7. Minimize Distractions

Unless your primary source of revenue is through affiliate referrals, the last thing you want to do is to send your visitor to another site. If banner ads and affiliates are just supplemental revenue for your website, make sure they are not prominently displayed on your landing page.

Your primary objective is to get the visitor to move further into your funnel and click on your CTA buttons – not send them to someone else.

Cluttered websites are also a thing of the past. Mobile devices have overtaken desktop as the primary hardware for web browsing. It has a limited screen space, and page clutter decreases user experience and discourages visitors.

8. Address Pain Points

Speculating from your link, you can guess why a visitor is on your page. If you can bridge the gap between a prospects need and your solution, then you achieved a connection with a potential customer. Landing pages are an excellent opportunity to do this:

The sooner this connection is established, the more likely they will look at your brand favorably and eventually convert.

9. Learn from Others

Nobody is perfect; as such, there are no perfect landing pages. Constantly keeping up with industry standard will help improve your landing pages. Continuous improvement through tweaking and comparative studies will only benefit you and your website in the long run.

Google rules also change, and it’s necessary to keep up to date with the times, and consistently checking what others are doing will help you.

Your companies landing page is the doorway to future prospects and clients. Whether it’s your homepage or a specific custom page, the value of your landing page for your buyer’s journey is significant. Tweaking it to maximize conversations will positively affect the ROI of your entire B2B marketing efforts.

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Michael Brenner

Michael Brenner is an international keynote speaker, author of "Mean People Suck" and "The Content Formula", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.

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