SEO is a great way for organisations to create an optimised, effective and user-friendly website which increases its search engine rank. This allows you to maintain high levels of traffic, exposing your website to a whole new group of online users.

Nevertheless, landing page optimisation can be a tiring and long process, which is why, as a top Digital Marketing Agency in London, we’ve compiled a list of four key optimisations to help your landing page gain more traction, convert more customers and increase your SEO score.

BOLD CTA

Call to Actions (CTAs) are the single most important feature to include in a website. A CTA is an image or line of text which encourages your visitors, leads, and customers to take some sort of action. Without CTAs it’s hard to lead your customers through the sales process or marketing funnel.

CTAs, therefore, help to generate potential leads and drive conversions by moving people further into your site.

An effective CTA should not confuse your reader, or be in a place which is hard to find (as people may not know how to immediately navigate your site if so). Make sure your CTA buttons are bold, for example, use a contrasting colour to your background theme - this will really help them stand out.

Use split testing, or A/B testing to find out which colour scheme and copy works the best to your target customer. Personalized CTAs convert 42% more visitors into leads than untargeted CTAs, thus signifying in higher conversion rates.

Lastly, make sure your offer is clear yet concise. There’s nothing worse than having a long and misleading CTA button which will stray visitors and potential leads away from your brand. Examples of tried and tested CTA phrases are:

●     Join Now

●     Start My Free Trial

●     Sign Up

●     Learn More

●     Subscribe

WHITE SPACE

Have you ever found yourself looking at a cluttered website, with way too many ads or content? If the answer is yes, then it’s most likely because there’s not enough white space.

White space, also referred to as negative space, in simple terms is an unmarked area within a design. It is the space deliberately left blank in between all your various website elements so that these areas can draw more attention to the eye.

According to a study carried out by Missouri University of Science and Technology, it takes just less than 3 seconds for a user’s eyes to land on an area of a website that most influences their first impression.

We all know how important first impressions are to attract potential leads, therefore make sure that your website won’t fall victim to this mistake.

CONTACT INFORMATION

This may sound like a simple one, but more often than not brands forget to add their contact details or place their contact details somewhere hard to find, leaving potential customers with the strain of scrolling through endless information only to give up and eventually leave the page.

Including something as easy as your contact information in either the header or footer of your page helps to build trust with your audience, as they will know that your brand is legit and they aren’t dealing with a possible scammer.

Another tip to go the extra mile would be to constantly check your messages and inbox to improve your response rates. There’s nothing a fellow customer would love more than an instantaneous response to any queries they may have.

A common objective of any brand is achieving high levels of customer experience. Therefore, responding quickly to customers will mitigate/alleviate any of their concerns, leaving each individual customer as happy as a lark.

TESTIMONIALS

Another way to simultaneously build trust and increase your website optimisation is including testimonials. When choosing whether or not to purchase a product, 93% of consumers say online reviews impact their purchasing decisions. Make it easier for customers by providing as much insightful information about your products as you can, and if you have a few positive reviews those will definitely help.

Adding these four optimisations (bold CTA, white space, contact information and testimonials) into your Search Engine Optimisation (SEO) efforts will help you get your website back on track so you can be one step closer to achieving all your desired goals.

The Good Marketer is a Marketing Agency in London which drives more traffic, generates conversions and increases sales for Small-To-Medium Sized Businesses.