How can business improve their current landing pages?

6 November 2022

The most recent data proves that digital advertising spending in the UK reached an all-time high in 2021, exceeding £23bn in total revenue. Digital marketing is bigger than ever before, but how can your business make the most of it?

Leading new customers to your site using pay-per-click ads – or PPC – is one way to secure a competitive spot on search results. However, you’ll need to make your web content effective to give customers a reason to stay on your page.

To help you get started, we’ve outlined a few crucial steps to writing quality landing pages below.

What is a landing page?

Where pay-per-click is concerned, a landing page is where web users should end up after clicking a specific PPC advertisement on a search engine, which is usually the first result they see.
If you’re interested in boosting your business using pay-per-click services, it’s always worth knowing how to make your landing pages as effective as possible.
So, how do you write a landing page or improve an existing one?

1. Cover your topic in detail
As a result of the latest updates to Google’s algorithm, high-quality, informative content will now be prioritised in search. These changes make up just a small part of a wider effort to reduce poor-quality content, making it easier for search users to discover authentic, helpful content.

In a recent blog post, Google Analyst Danny Sullivan wrote:
“With this update, you’ll see more results with unique, authentic information, so you’re more likely to read something you haven’t seen before.”
So, your landing pages should reflect a level of expertise on your overall focus area, covering relevant topics in researched detail.

2. Keep it relevant
The best landing pages are written with a set of useful, topical keywords to hand.
These might be relevant phrases concerning your product offering, or something else that appeals directly to your target audience. It’s possible to research keywords independently, but the most effective results will be delivered with the help of SEO professionals.
You’ll need to ensure that each landing page you post is relevant – not just to the keywords, but with your target audience in mind.

3. Add quality reference links
If the purpose of your landing page is to educate and inform your audience, you’ll need them to know that you’re a trustworthy source. We’d recommend linking to webpages from official governing bodies, authorities, and world-renowned organisations, where possible.

Not only could this help boost the authority of your page (and domain) in Google’s eyes, but if you have a credible source to back up the information given, your audience will be more likely to trust your brand.

4. Close with a CTA
Closing with a CTA – or call-to-action – on the page gives a clear direction to your readers.
Whether you suggest visiting a new product collection or contacting your customer service team, directing an online audience to your services is the ultimate aim of a landing page.
Once you’ve added a bold and imperative CTA, try to regularly monitor the analytics to inform any future changes based on what works and what doesn’t. Things to look out for include organic traffic and ‘conversion’ rates – when a site visitor buys your product.

5. Be authentic
Lastly, but perhaps most importantly, your content needs to be original.
Google won’t rank your content at all if it detects any written information copied and pasted from another web page. To keep your site appearing in results – and to boost your position in the rankings – you need to regularly post original, informed, and helpful content.

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