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Having a well-optimized website (and landing pages) is a must.
Whether you want to increase organic traffic or keep visitors coming back, web and landing page content optimization should be at the top of your list.
In this guide, we’ll cover nine effective strategies to keep your content performing at its best.
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Before you can even start optimizing your web pages, it’s important to take a step back and learn more about the people you’re creating these pages for.
That means taking the time to create detailed buyer personas to learn more about the demographics of your ideal audience.
It also means understanding the search intent behind user search queries and how you can best accommodate them, whether that’s providing information, helping them decide on an option, or making it easier for them to complete a purchase.
Once you have a better understanding of who you’re optimizing for, it’s time to make sure your site and landing pages are performing well in search engines.
That means taking advantage of the best keyword research tools and focusing on long-tail keywords that match your user’s search intent.
Place your keywords strategically in various places so that search engines can better understand the context of your landing page content, including:
Keep in mind that while relevant keywords are an important part of content optimization, it’s best practice to avoid keyword stuffing.
The Originality.ai Predictive SEO Tool is resistant to manipulation tactics like keyword stuffing, offers relevant keyword suggestions to improve topical authority, and rewards genuine content improvements that drive better rankings.
Technical SEO is also an important consideration.
Be sure you’re using a responsive design that accommodates a variety of devices and that your page speed is optimized. Then, review schema markup for richer and more relevant pages in the search results.
As you’re working on improving your technical SEO, take the time to consider your linking strategy as well.
The overall goal of a landing page is typically to drive leads or conversions.
That being said, the best-converting landing pages all incorporate clear and compelling headlines that include actionable language, such as “Increase Sales in 7 Days” versus just “Sales Improvement Tips.”
Persuasive copywriting focuses on how the product or service benefits the user, rather than a list of features. Further, incorporating an approachable, conversational tone helps build credibility and trust over time.
Content readability is also incredibly important.
Perhaps the most important thing you can do as you work on your web and landing page content optimization is to address the customer pain points of your key audience demographics directly in the copy.
You’ll know what these pain points are through the target audience research you’ve done. Addressing these points specifically in the copy shows your visitors that you understand their issues and can guide them to a solution or give them other options.
Most importantly when creating your copy, don’t forget the strong call to action! Make sure your CTA is clear and action-oriented and place your CTA button above the fold, after key sections of your content, and at the bottom of the page, so that your user doesn’t have to scroll far to find it.
Last but not least, incorporate trust signals that help improve your credibility, such as testimonials, reviews, case studies, badges, and guarantees.
The user experience or UX is a major part of web and landing page content optimization.
A high-converting landing page always has the most critical information and the CTA above the fold to naturally attract the user’s eye.
Then, incorporate spacing to help avoid cluttering up your page and use clear typography to make your text easily readable on a variety of devices.
Readability and accessibility go hand in hand, so using a high color contrast, adding alt text for images, and optimizing your content for voice search (more on that below) can help make your landing pages more accessible to everyone.
You’ll never know how well your content converts unless you test it. Regularly testing your web and landing pages helps you better understand what your users are looking for and how well your pages match their search intent.
You can find out a great deal of this information over time by split testing:
Then, you can track conversion rates and engagement via heat maps to see how users are interacting with your pages and where their focus lies.
Example: If you present a popup asking for the user’s name and email address in exchange for a coupon code, you may see a drop-off in engagement if that popup is placed in the middle of an article versus as an exit popup. The only way to know is to test!
Google Analytics can tell you a great deal about how your pages are performing, in terms of data such as:
This information lets you see where visitors are coming from, whether or not they’re staying, and for how long. These insights can help you to start making impactful changes to landing pages that boost engagement and improve your ranking over time.
Both mobile and voice search usage is rising and it’s a good idea to prepare your pages now to be optimized as more users get on board with the concept.
For mobile optimization, be sure to use AMP (Accelerated Mobile Pages) for faster loading. Make sure that web page forms are mobile-friendly and test forms across different devices and browsers to be sure that they’re working the way you need them to.
Voice search optimization is relatively new but is quickly gaining in popularity. In order to make the most of it:
Content optimization on landing pages is a must if you are going to attract and convert leads over time.
The best lead generation strategies are those that are proven to perform long-term, such as offering lead magnets like free ebooks or discounts in exchange for an email address.
Exit intent popups, depending on how they’re used, can also be a solid strategy for generating leads. When users attempt to leave the page, presenting them with an exclusive offer or newsletter signup can be a great way to get their attention back on the page and your product.
In the age of AI, some companies and brands have found success using AI chatbots. By automating the responses to common questions you could save time and increase the likelihood of a conversion.
Last but not least, social media and content optimization are crucial to the success of your website and landing pages.
Social signals are valuable, they demonstrate engagement and interest in your content, landing pages, or website overall and can increase organic traffic through shares and recommendations.
For this reason, it’s beneficial to repurpose content for easier sharing on social media. Not everyone will share a long, extensively-researched blog post, but will effortlessly share a detailed infographic or video.
To help broaden your reach, consider partnering with influencers (an influencer marketing agency can be helpful for this) or collaborating with others in your space in a complementary way.
We’ve outlined a number of actionable strategies here to help you improve your landing page content.
Keep in mind that like other types of optimization, implementing these points isn’t just a once-and-done task. It’s a good idea to periodically review your pages and important metrics surrounding optimization and conversion.
Then, continue to test and refine as you learn what resonates with your ideal customer.
At the end of the day, implementing these strategies takes time and a concerted effort toward overall improvements.
Search engine optimization is a long game and requires dedication and diligence to see your efforts pay off. However, by researching the right keywords, writing compelling copy, and taking your next steps confident in what the data tells you, you’ll be well on your way to creating websites and landing pages that are built to perform.
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Then, get insight into more content marketing best practices:
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