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Design Great Landing Pages To Grab Visitors

By Roddy Smith

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If you want to increase sales and profits then make sure you have great landing pages. A well planned landing page with key messages in all the right places is a sure fire way of getting people to your site. And once they are there, convert them into happy customers.

This is an essential part of search engine optimisation (SEO). This is something a professional web design agency in London or anywhere in the UK will undertake to give you the results you require.

Effects of a bad landing page

A bad landing page is kiss of death to your conversion rates. If this page is badly designed with a confusing navigation system, poorly written content and a lack of clear messages then expect visitors to leave. And they will desert this page in droves!

Your aim is to encourage visitors to access your site via the landing page in order to take a particular action, e.g. make a purchase. This means optimised content with specific keywords for maximum ranking and exposure. Plus this content acts as an extension of the original advert which attracted the visitor in the first place.

Other factors that contribute to a poor landing page include:

• Too slow to load

• Too much information which overwhelms the visitor

• No clear pathway through the page (user journey)

• Content which talks about the business rather than speaking to the visitor.

• Too much 'noise' (background distractions)

Any of these will deter visitors from your site which has a knock on effect for your business.

How to have a great landing page

Landing pages form part of an overall SEO strategy. The aim of the SEO strategy is to increase the number of visitors to your site, promote your business and improve your ranking.

It doesn't matter where these visitors arrive from as the fact remains that they will access your site via a landing page, e.g. home page which means your site needs to be useful, usable and satisfying.

This means a top notch landing page which is well designed, with good use of white space to separate the various elements, e.g. text and images. It also means great content which as you know is vital to the success of your website.

The content needs to be:

• Sell benefits not features to the visitor

• Speaks their language

• Has the right tone of voice and is consistent with your business values and brand identity

• Is arranged in short paragraphs of no more than two to three sentences.

• Contains the relevant keywords

• Is easy to scan

• Is useful and provides visitors with what they want And most importantly, contains strong calls to action.

A great landing page will attract visitors and keep them via persuasive copy, long enough to take some form of action.

Adaptive Consultancy is a London-based digital agency company specialising in website design, eCommerce, and internet marketing, including SEO, PPC and SMO. For more on digital marketing agency London visit www.adaptiveconsultancy.com/

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