While search engine optimisation can draw people to your page, the effort is wasted if your landing pages are unattractive. The page your users land on determines whether they stay or go. Here are just a few tips for creating attractive landing pages.

1. Trust: This might sound like a complex thing to start with for your landing pages, but the trustworthiness of a page can be conveyed at first glance. What’s more, if your site users don’t trust you at first glance, they will reverse and pursue other pages. Trust can be conveyed more thoroughly once the user starts to browse the page, by doing things like ensuring proper spelling and grammar, providing contact points and reducing the visibility of outside advertising. For the first glance, however, trust is conveyed by a clean site design and a clear message in the title.

2. Headlines: The title of your landing page is the second-most important thing your users see on landing pages. The headline should be the first thing the user sees. It should clearly convey what the page is about in as few words as possible. The title is the real deal-clincher for your page.

3. Value proposition: The first two paragraphs of the text on your landing pages should clearly explain why the user should remain on the page. Keep sentences short. Keep the language direct, but not blunt.

4. Don’t be shy: If your landing page is there to encourage the user to click through to another page, make this clear. Sell the other page swiftly and place a big red button for them to click through. This doesn’t mean you have to bludgeon the user with your sales message. The important thing is to position the links clearly and make them as accessible as possible.

5. Be informative: While you may want to sell something to your site’s users, they may not be in a buying mood. It is important to remember that the usual rules apply to landing pages. You need to provide valuable content to hold their interest. Just as with the rest of your site, your content needs to be well-written and to support your keywords without being clunky. If you need professional SEO content, talk to our experts at SEO Consult.

6. White space: Your landing pages, just as any page on your site, shouldn’t be crowded with too much content. Giving users space to breathe also gives your content a chance to shine. Users are more likely to absorb your key concepts when there is sufficient white space on the page.

7. The right focus: Of course, all of this effort is wasted if you direct the wrong users to the wrong landing pages. Landing pages need to answer the specific needs of the users likely to click on them. If you’re running a PPC campaign on the keyword ‘dog sunglasses’, your landing page shouldn’t be ‘dog food.’ Selecting the right landing page can be the key to a greater conversion rate, and the target users for each page should shape the way you approach the SEO for landing pages.

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