8 Landing Page Best Practices

So, you’ve made the leap and opened up a website to help sell your product. But, you want to make sure your customers have something to see when they land at your shiny new site. Well, this is where landing pages come in. Think of them as the complimentary bottles of water that you get when you check in to a hotel. They make you feel welcomed and mainly are there to help encourage you to possibly raid the mini-fridge later. However, a bad landing page can have customers go off your site faster than you can say bounce rate. Well, that’s what we’re here for, to help you make sure that when potential customers come to your site, they don’t want to leave. Here’s our list of the top 10 best practices you should use when building your landing pages.

Tip #1 – Why Do I Need A Landing Page In The First Place?

Good Question! Let’s break this down a bit before we answer it. First off, what is a landing page? Well, a landing page is a standalone page that’s tangentially attached to your website. They’re also designed for someone who’s on your site to complete an action, whether this is signing up for a mailing list, purchase something, it can also simply be used as a gate to gather information before the visitor gets to the main part of your site. Mainly, this page is used for someone to complete an action and leave the page. So if you’re looking to build a mailing list to help gain repeat customers, and let’s be honest here, who isn’t? Then that is why you need a landing page or several for your site.

Tip # 2 – Make Sure Your Landing Page Can Adapt

No, I’m not talking about making your landing page into some kind of AI bent on…hold on I’ve seen this movie before. Anyway, adaptive content means that the landing page works on multiple streams. I.e. Can work across social media platforms, slideshares, email blasts, can be syndicated, you get where I’m going with this? However, don’t try to make it work with every single channel out there, all you’ll end up with is a headache. Make the landing page work across a few channels where you know that these channels are where you want to get traffic from.

Tip #3 – Make Sure The Landing Page Is Responsive

Alrighty guys and gals, it’s 2015, mobile is not going away, it’s just getting bigger. Mobile made up 55% of all search in 2014, so you can imagine what it is now. Plus, portents are pointing towards Google giving extra goodies (read: ranking factor) for sites that are mobile friendly. So what do you have to make sure that you have to do? That’s right! Make sure the landing page is responsive and can work across all devices; mobile, tablet, and desktop because you will get traffic across all 3, so make sure you can handle all 3.

Tip # 4 – Pay Attention To Your Competitors

The best way to do research to see what works for landing pages and what doesn’t, is looking at what your competitors are doing. Got a competitor that’s taking your lunch money? Mosey on over to their site and look to see what’s good about it. Watch for trends, and read articles (like this one!) to find what’s big, what’s good, and what you should move past/get rid of if you have it. This leads us to our next point…

Tip #5 – A/B Test Like There Is No Tomorrow!

Split test, split test, split test…did I say split test? Split testing is a great tool as it lets you dissect what your customer base responds to by finding out what they like and dislike about the landing page. Not only will you gain insight into your customers’ behavior, you’ll also help to increase your conversion rate, by implementing these incremental changes.

Tip #6 – Seduce Your Prospects With Your Copy

Alright, so we’re going to switch gears here and talk more about design than concept. One of the biggest things when dealing with landing pages is you have a very short window to convince someone to stay. According to Hubspot, 55% of visitors spend less than 15 seconds on a page before leaving. So you have to make sure your content is short, concise, and to the point whatever it is you’re saying. If you can’t read it in 15 seconds it’s too long.

Tip #7 – Make That Call To Action Big And Beautiful

When building your landing page, having your customers performing an action is the reason why you built it in the first place. So you’re going to want to make sure that the CTA that you build for the page is big and in a prominent position above the fold. Additionally, you’re going to want to make sure that you use your copy to entice your visitors so that they fill out the form. Finally, only ask for information you need, additional information might turn off your visitor and they’ll leave.

Tip # 8 – Landing Pages Are Not The End Of The Rainbow…Thank You Pages Are

So you’ve designed the landing page, your potential customer has filled out the form for more info, now what? Getting a user to fill out your form is not where the process ends. You’re going to want to direct them to a thank you page for a few reasons. Firstly, it allows you to engage with the customer further. By directing them to a landing page, you can direct them from there to check out your blog, the rest of your site, or interact with you on social media. Additionally, a thank you page allows you to explain what happens next, and when your prospect will get their info/white paper/free stuff.

Well, there you have it folks, by using these best practices, you’ll have a high-converting landing page in no time! Need help? Or looking for something more than just a landing page? Swing by mountainmedia.com or give us a call at 1-877-583-0300.

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SEO Rundown 10/20

Hey All,

Theo from Mountain Media here again for another SEO Rundown. I know that it has been a bit since my last post but it has been very here at Mountain Media and as such I’ve had little time for making this video. However, I feel that with the rollout of Penguin 3.0, it was high time I sent out this video.

Penguin 3.0 has rolled out…now what?

So, Penguin 3.0 was confirmed to have been rolled out Friday evening, this was first reported by SE Roundtable. While no official percentage has been released yet on how many sites have been affected, it’s definitely worth keeping an eye on your clients’ websites over this week to see if they’ve been affected by Penguin. If you’ve been following our videos you know that I was predicting a rollout around the holiday season, specifically November. Thankfully, I was very wide on my mark and the rollout now gives people some time to recoup some losses if they were bitten by the Google Boogeybird. Whether this is through paid or organic traffic growth, you can regain some of the ground lost from this rollout.

Direct or Indirect

One of the things that has been stated about this latest iteration of Penguin is that you can be affected both directly and indirectly. With this iteration of Penguin, Google wanted to take a deeper look at link value and quality. So if you’re indirectly affected by Penguin, it might be due to links in your website’s link profile being re-evaluated as weaker than they were before, or considered “false votes.” My advice is to re-double your link building through content marketing and outreach. By creating deep, quality content on your website and reaching out to other webmasters, writers, and bloggers in your niche, you can help rebuild your link profile organically and maybe regain some of your lost traffic due to Penguin. If you’ve had a direct hit from Penguin, you’ll be able to see it via a message from Google in your WMT. I would still recommend following the advice above, unfortunately though, you won’t see any removal of the penalty until the next rollout of Penguin. Which according to Google, should be more frequent now. But until then, to quote Search Engine Land, the clock is running.

Well that’s it for this week’s issue of SEO Rundown. I promise that this will be the last episode about Penguin for a while, unless there is some major breaking story that requires attention about Penguin. As always, if you like what you see, subscribe to our YouTube channel, Follow us on Twitter, G+, or Facebook, or check us out at MountainMedia.com!

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SEO Rundown – Sept. 5

Hey All,

This is Theo from Mountain Media and this is your Friday SEO Rundown. Every other Friday I’ll be going through some of the big trending issues in SEO and giving each of them a brief moment in the sun.

Penguin 3.0 are you ready?

Chuck Price over at SEW recently posted an article detailing what is going to be going on with P 3.0 but let me give you the long and short of it. Currently, everyone who has gone through a link audit and meticulously picked out every spammy link the reward has been next to zero. Mainly due to the fact that Penguin is a separate algorithm that isn’t part of the normal algorithm updates. But, don’t worry, after P 3.0 is run you should see a jump in SERPs. For those of you who haven’t cleaned out your links yet or are worried that you might have spammy links, now is the time to do it before the hammer drops. Get it done, because Google might not wait until Matt Cutts gets back from vacation before they run it and if you’re caught with anything remotely spammy, you might have to wait 10+ months again before the next iteration of Penguin.

HTTPS URLs Have no Ranking Benefit…Yet

As you all know, Google announced that it would provide a small ranking boost to HTTPS/SSL sites due to their new HTTPS ranking factor. Search Metric recently released a study showing that moving your site over to HTTPS has not given any sort of boost to SERPs. Marcus Tober over at Search Metric was quoted as saying:

“In a nutshell: No relationships have been discernible to date from the data analyzed by us between HTTPS and ranking nor are there any differences between HTTP and HTTPS. In my opinon therefore, Google has not yet rolled out this ranking factor – and/or this factor only affects such a small section of the index to date that it was not possible to identify it with our data.”

In my opinion, I agree with Mr. Tober, while Google did say it is a small boost, even a small boost to your SERPs is noticeable. The most likely thing is that Google is probably going to roll out the ranking after they run P3.0. Well that’s it for this week’s SEO rundown, if you enjoyed please subscribe to our YouTube Channel, and make sure to follow us on Facebook, Twitter, or G+. Thanks and we’ll see you next time for our next SEO rundown.

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Mountain Media Launches Responsive Design

Mountain Media has just added “responsive design” capability to our e-commerce platform. Our first client to launch on this new module is Family Footwear Center, a company that sells Dansko shoes, Chippewa and other workboots and footwear that are made in America.

Responsive design is a technique for building websites that incorporates standard javascript and CSS to make it so a site can function on the desktop, tablet, and smart phone using identical code. The site responds to each screen size differently, providing a user experience that is tailored to each device.

responsive-displays

According to a piece on internetretailer.com, a full one-third of monthly unique visitors shop only on mobile devices. On Target.com, the No. 4 online shopping destination, that number is 43%. These are shoppers that use only mobile. If you add the users that use desktop in addition to their mobile and tablet devices, that number rises to upwards of 60%, according to Mountain Media’s research.

One of the main benefits of this approach to supporting the myriad devices users use to access the web is that site administrators do not need to manage multiple catalogs. This helps keep site maintenance costs down. It also makes it so URLs for all screens are identical, making it easier for users to share links and simpler for SEO professionals to avoid the dreaded duplicate content issues that can hurt a site’s Google rankings when trying to manage serving the same content from different URLs.

Responsive design is Google’s recommended method of serving content to multiple devices. Here is a link to a piece on Google’s developer site that explains some of the details: https://developers.google.com/webmasters/smartphone-sites/details.

Mountain Media has several other responsive design websites in development. We expect to have several launches in the coming weeks and look forward to the increase in mobile and tablet conversion our clients will enjoy.

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