So, you have done your keyword research and written website content to maximise your SEO, and you’ve constructed a watertight Google Ads campaign promoting your fantastic service, product or special offer. You’re seeing a big spike in traffic to the website and clicks on your ads. However, conversions remain low or non-existent. What’s gone wrong?
The obvious answer is you have neglected Landing Page Optimisation (LPO). This essentially means that once someone visit your site, they have one reason or another not taken their interest any further, ultimately not converting. This can be a huge problem, if you are paying for clicks, and none of those clicks produce any results then you are wasting valuable marketing budget.
There are a few golden rules to follow to achieve LPO, and as experts in website design and digital marketing, we at Blue Bee know a thing or two to help you to start getting those conversions.
Make sure it works!
This may sound obvious and simplistic, but it does need to be highlighted. There isn’t going to be a bigger contributing factor to high bounce rates than your page being broken or not working perfectly.
One of the main things to get right is page load time. Quite simply, the faster the page loads the more likely the visitor will engage with it, and less likely to result in a bounce, as high 70% of consumers admit that loading time influences their desire to buy. There could be several reasons why your page is loading slowly, so make sure you fully investigate the root cause and make the necessary adjustments as soon as possible.
Another thing to ensure that you get right is your landing page is optimised for all platforms. Approximately 60% to 64% of global internet traffic originates from mobile devices, so if your landing page isn’t mobile-friendly you’re going to lose a lot of potential customers. It also gives off an impression unprofessionalism and doesn’t help instil an element of trust in you as a credible business.
Speak to Your Audience: Relevance is Everything
Once on the website, the visitor will want to know straight away that they are in the right place, and that they have made a ‘good click’. Understanding how your target audience operates and behaves is essential to creating the perfect landing page. If you know that your audience engage more with video content, then ensure a video plays when the page is loaded. If you know that technical language and information is important to them, then make sure it’s prominent.
As with all content on your website, if you have tailored it to your audience, it won’t only encourage conversions, but will help instil trust, legitimacy and loyalty for your brand.
Design for Immediate Impact
If you greet your potential customer with blocks of text, no or poor imagery, and an ambiguous headline, they are just going to leave immediately. It’s important to make sure your content concise, engaging, and the messaging is benefits driven. The general rule is that the content should be as readable as the back of a cereal box. Not too short as to provide too little information, but not too long as to turn people away.
It’s also important to keep as much of the information, USP’s and CTA’s above the fold (what’s visible on the screen before having to scroll). Avoid overcrowding this space; too much content can distract from your CTA. Instead, focus on making the essential elements immediately visible and clear to visitors as soon as they land on the page. If you do need to include important information below the fold, then make sure you include visual indicators drawing the eye downward like arrows, pointers or animations.
Focused and Visible CTAs
The most important aspect of driving conversions is having well thought out and clear Calls to Action. It’s probably best to keep it to one CTA (whilst having a contact visible in the main navigation) to remove any confusion for the user and to ensure they complete the desired conversion for you.
Make sure the CTA states exactly what the action is e.g. buy, subscribe, contact etc. Also think about the placement and design of the CTA so it is prominently displayed and visually stands out from the rest of page.
Use Data to Drive Decisions
Once you’re happy with your landing page, it’s important to keep your eye on its performance. You should see conversions start to increase, especially if your SEO and PPC strategy is working well in tandem with your landing page. If this isn’t the case, then it’s time to investigate what’s gone wrong. You can do some A/B testing, ask others from outside the business whether it’s clear enough, or use a Heatmap to identify if people are clicking in the right places and focusing on the right content. This will help inform you on any adjustments that need to be made.
Conclusion
To truly make the most of your SEO and PPC efforts, your website must be built to convert—not just attract. From fast-loading, mobile-friendly pages to clear, compelling CTAs and user-focused content, every element of your landing page plays a role in driving results. At Blue Bee, our expert team specialises in building and designing high-performing websites and campaigns that not only bring traffic but turn visitors into customers. Whether you need help with landing page optimisation or crafting a strategy tailored to your audience, we’re here to help your business grow through smart, conversion-focused design.
Get in touch with us today and start your next project.
