In marketing we often fall prey to instant markers of a campaign’s success. However, studies show that when done correctly, the content we create today may still be working to generate leads for months and years to come!
Think long-term on the content you create. It shouldn’t only address your current campaign goals. It should also address a broader message that will resonate with prospects for some time to come. You want to generate organic search traffic because it’s the strongest source for leads that are about seven-times more likely to convert to a sale. When prospects find your content via a search, you have a captive audience. Follow SEO best practices, and organic searches will help you generate leads by doing very little.
However, no message is effective unless it can be found – even long after you’ve stopped promoting it in your e-mail campaigns, on social media, and in your calls to action. Make sure you optimize your content for search engines. Here are eight ways you can be sure you’re building landing pages that offer long-term lead generation. I don’t go into a lot of technical detail, but anyone handling your website and lead generation should be very familiar with this information.
- Your Page Title Should be Short and Keyword Optimized
Your page title is considered the most important element for any on-page SEO. It is where you describe your web page so search engines find it. It is displayed at the top of your browser – usually only the first 60 characters show, so keep it short.
- The URL You Use for Your Landing Page Matters
Next in importance is the URL you use for your landing page because it helps share even more information with search engines about your content. Most search engines only show about 65 characters in the URL portion – and some of these will be for your domain name.
- Your Heading Tag Should Match Your Page
It’s important to make sure search engine visitors can figure out exactly what you’re offering on your landing page very quickly, before they lose interest and bounce back. Creating a heading that closely matches your page title helps increase your ranking and number of click throughs.
- Your Meta Description Must be Clear and Direct
Your meta description is where you describe what is on the page. It’s where you influence prospects to click on your search result. Make it to the point, including a summary of what they’ll see. You don’t want to lose their interest. The more clicks, the higher your Google ranking, which leads to more clicks.
- You Need to Optimize Your Images
Search engines can’t easily scan images, but you can still use them to help your page rank for certain keywords. Often search engines take clues about what an image contains from its file name and the alt text you provide.
- Test Your Landing Page for Rich Snippets
Rich snippets enhance search engine result listings and give searchers more information on your content. Google offers a free testing tool that will scan your page and let you see what it could look like in search results. For more information on rich snippets, you can read this 2018 post.
- Create Forms With as Few Fields as Possible
Most landing pages have forms to capture prospects’ information in exchange for content, a discount, etc. Forms serve a crucial function, but prospects don’t like filling them out – especially if they are long. If they are too long, prospects will leave your page.
- Design Your Landing Page So Prospects Link Back to It
To get the highest search ranking, search engines check to see if Internet users are vouching for your landing page by linking back to it from a blog post, e-mail or social media.
By implementing these eight tips, you will be able to create very effective landing pages that bump your position in search engines now and well into the future. This enables you to generate leads well beyond your launch of new campaigns.