How to Use Landing Pages to Convert Search Engine Traffic into Quality Leads

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You stumble onto a random blog post while conducting a Google search for something. In a short while, you realize you’re on the wrong blog—it has nothing to do with what you were looking for! What was the point of all that effort if you were only going to land on a random page, you think as you leave the website? This may be happening to you right now if you use WordPress. Your search produced a series of links on your WordPress dashboard, all of which are technical “landing pages” (even though they don’t appear to be such). If you’ve ever experimented with various online marketing strategies, you may be familiar with the term “landing pages”. A landing page is essentially a page on a website that is intended to engage website visitors, gather useful information from them, and persuade them to make a purchase in order to turn them into paying customers. A landing page is just a web page created to persuade a visitor to perform a particular activity. After landing pages accomplish its objective, the user is subsequently transferred to another website, usually a page of thanks or instructions for the next step. You must comprehend the significance of an effective landing page design and how to apply various strategies to achieve particular goals if you want to make sure that you’re consistently converting consumers to leads. We’ll explain in detail how to use landing pages in this article to generate excellent leads for your company. We’ll go through everything, including the kinds of information you ought to include on your landing pages, attracting visitors from relevant sources, and developing a strong base of potential customers.

Why Should You Use Landing Pages?

Why-Should-You-Use-Landing-Pages In a nutshell, landing pages enable you to “hook” potential clients into taking further action. The search engine results page that appears when someone enters a query typically includes both content and advertisements. That’s because search engines must also be profitable, and they do so by charging marketers to place adverts on their websites. As you can expect, the advertiser will pay more money the greater the ad click-through rate (CTR). The higher the ad CTR, the more money the search engine makes. Because of this, the results page is frequently overrun with content and advertisements. Many websites employ aggressive marketing strategies to promote particular items or services through the use of deals, discounts, and occasionally even tangible products like a hat or T-shirts in order to get the attention of visitors who are scrolling through the search engine results. If your aim is to increase traffic that will last over the long term and be sustainable, all these strategies could be risky and ineffective. Search engines perform a critical role for consumers. They depend on the search engine to deliver pertinent results when they conduct an online search for information. The ideal user experience (UX) for your audience should be your main focus as a business owner or marketer. Your landing pages provide a fantastic user experience. When a visitor arrives on a landing page, they anticipate finding informative, intriguing, and relevant content. Also, they seek evidence that the establishment they are visiting is legitimate and that it will actually contact them via email. You must make sure that every element of your landing pages—from the sign-up form to the content you offer—is intended to attract potential customers and motivate them to take further action if you want to do that.

Why Are Landing Pages Important?

Digital marketers are able to easily influence search engine traffic, also known as organic traffic, for free. Owing to the fact that these potential customers aren’t actually visiting a website, SEOs have created a variety of tactics to impress Google and other search engines. SEOs can manipulate a variety of elements to improve a website’s ranking, including:
  • content
  • metatags
  • link profile
  • domain authority
  • social media shares
  • video content
  • images
  • mobile friendliness
Because search engine traffic may be so lucrative, SEOs will go to great lengths to encourage your activities and ensure you are aware of all the most recent updates and strategies to improve the ranking of your website. If you want to develop your business organically and are not prepared or experienced enough to take advantage of all the changes, you may be losing out on a lot of traffic.

What Should You Include On Your Landing Page?

These days, there are many different types of landing pages. Some specialize in selling a certain product or offering, while others supply readers with relevant information about your sector. For instance, your landing page might have the following if you sell clothing:
  • Describe your firm or brand briefly (e.g., what is your company name, what is your mission statement, etc.)
  • A description of the website’s goals (including information about the target audience, their needs, and why they should be interested in your brand).
  • A list of your merchandise (e.g., shirts, pants, etc.)
  • A picture of a person wearing your product is optional; it might be a silhouette, a head-and-shoulders photo, etc.
  • Telephone numbers (e.g., email, phone number, etc.)
  • A brief explanation of the phrases that are important to customers (such as the product’s size or style, for example).
  • The bottom line (e.g., more information about the product, a discount offer, etc.)
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Above all else, the user should receive value from your landing pages.

How Do You Set the Stage For a Good Landing Page?

A well-designed landing page will establish the appropriate mood right away. You must take into account the stage you’re in and the action you want the user to do in order to set the right tone (e.g., download a white paper, make a purchase, or subscribe to a newsletter). Your landing page’s copy should indicate that you are writing for the Google AdWords platform. Make sure your landing page has the appropriate tone by taking into account:
  • Examine the content of the current page, especially if it is intended to offer a product (e.g., an online store).
  • Compare the page to existing content on your site if it focuses on describing how to accomplish something (such as how to bake a cake or cultivate veggies). Does a video provide the same information? Could you make a comprehensive blog post on the same subject?
  • Why did you post the page, exactly? Does the page provide a clear and simple explanation of your product or service?
  • Does the page provide all the information the user needs to carry out the desired action?
  • How may the current page’s conversion rate be raised?
  • Does the user feel trusted after visiting the page? Does it seem to be a respectable business?
After creating a strong landing page, you need to think about how to direct the user to do the desired action. You should keep the following things in mind if you want to successfully convert search engine traffic into leads:

Use CTAs (Call to Actions) To Guide the User To Take the Desired Action

A call to action (CTA) is a phrase or term that asks a user to do something. When the CTA is something the user is actively seeking, they are more likely to respond to it. Additionally, because they’ve now been exposed to content that was created just to encourage them to buy or use your product or service, users who take action after reading a CTA are far more likely to turn into leads or customers. Simply defined, a CTA is a crucial component of any landing page since it persuades the visitor to perform the requested action. Take into account the following while writing a strong CTA:
  • Is the CTA concise and clear?
  • Is the CTA visible?
  • Does the CTA align with the other copy on the page?
  • Does the CTA correspond to the site’s navigation?
  • Does the CTA make sense given the user’s stage?
  • Does the CTA (such as “Learn how to bake the perfect loaf of bread” or “Click here to see our current coupon offer”) suggest a reward?
  • Do you track conversions using a third party? If yes, what are you using and how can we contact you if we have any questions?
  • What is the CTA’s typical click-through rate?
  • Are you satisfied with the CTA’s conversion rate? In that case, what should be different, and how can we proceed from here?
  • Does the CTA motivate users to fulfill the requested action?
  • How many people actually follow through on the CTA after seeing it?
  • Are there any further details you would like the user to be aware of before taking any action?

Make Sure Your Lead Form Is Submitting Information Correctly

Usually multiple choice or short answer, a form is a set of questions that ask the user to provide their email address or other personal data. Forms are frequently located at the bottom of blog posts or on landing pages. Gaining trust and ensuring users provide accurate, dependable, and worthwhile information require your lead form to be correctly configured and user-friendly. The best lead forms not only ask the user for the necessary data but also explain the information that is being provided. Check that the form is not on a website with security flaws if you’re asking for personal information (such as an email address or credit card number) (e.g., easily guessed passwords or easily captured email addresses). Never gather personal data using a service provided by a third party. Instead, create a lead form that is simple for people to read and complies with best practices and laws by using a tool like GetOptinView.

Use Correctly Configured Meta Descriptions

Webmasters and SEOs must modify their strategies in response to changes in Google’s algorithm in order to keep a high search engine ranking. This often entails making minor adjustments to your website, while other times it necessitates fully overhauling how you advertise to the public. A meta description is a condensed paragraph of text that follows a website’s title and is typically between 150 and 250 words long.
Best WordPress Plugins for Creating Landing Pages that Convert Visitors

How Do You Get Qualified Leads?

You must employ a variety of strategies or tools if you want to convert search engine traffic into leads. The first step is to make sure that your website is set up appropriately in terms of its structure, content, and the like. From there, you can employ a variety of strategies to attract potential clients and persuade them to take action. Among the most well-liked techniques are:
  • Guest posting on websites with authority in your sector
  • Attending trade shows and networking with bloggers and marketers
  • Utilizing Facebook ads to reach your target market
  • Producing videos to share on social media
  • Advertising on Pinterest
  • Being noticed by influential people in your industry
  • Gaining revenue through affiliate marketing
  • The list continues.
You’re probably wondering how you can put all of this into practice at this point. Be at ease; we are here to assist. A straightforward five-step procedure is provided below to assist you in creating and expanding your own lead generation system.

Step 1: Choose Your Niche

Choose-your-niche-landing-page Finding a lucrative niche in which to operate is the first step in the process. Considering what you already know and enjoy as well as what you don’t know but would like to learn about is a relatively simple step in this process. Step two can be started once you’ve decided on a niche.

Step 2: Define Your Goals and Objectives


Setting some goals and objectives that you want to accomplish by the end of the procedure is the second step. Think about the profit you’re after and the amount of work you’re willing to put in to achieve it. Last but not least, give yourself a deadline by which you must accomplish your goals. This should help you keep yourself accountable and inspire you to work harder during the process.

Step 3: Build Your Website

Build-Your-Website-Landing-Page The creation of your website is the next step. Although there are many various methods and ways to do this, the most basic and successful strategy is to use a free websites builder such as Wix, SquareSpace, or GoDaddy to construct your own landing page. Select one that is simple to use and doesn’t require any professional web design skills.

Step 4: Post Regularly


The next step is to post regularly. Never undervalue the effectiveness of frequent posting. Your audience will start to trust you more when you routinely upload high-quality content to your blog, Facebook page, and Instagram feed. You’ll also start to position yourself as an authoritative voice in your sector. Start off by attempting to publish a fresh piece at least once every two weeks. You may also consider doing this frequently to keep your audience’s interest throughout the year.

Step 5: Measure the Success of Your Efforts

Measure-the-Success-of-Your-Efforts-Landing-Page The final step is to assess how well your efforts have succeeded. In order to do this, you’ll need to set up automated tracking tools like Google Analytics so you can keep tabs on the usage and effectiveness of your website. Think about utilizing a variety of metrics to gauge the success of your efforts. For instance, you might want to monitor your website’s traffic volume, conversion rate, average time spent on the site, and other metrics. You can assess the success of your lead generation efforts by taking the time to measure these things. If you want to see quick results, try switching to a niche that is more competitive and has higher conversion rates. Build your company gradually and think about concentrating on a niche that is more challenging to enter for longer-term results. To come up with your own niche, you may want to consider looking into the keywords that people are using to find the products or services that you offer. You’ll be able to produce content that draws in potential customers looking for these goods or services by understanding these keywords. You frequently see a pop-up asking people to join your email list when they click on an advertisement or a link to your website. This is where most businesses fail. Simply because they have already established their credibility as an authority in your industry, they don’t necessarily ask for your email address. It can be challenging for small businesses to stand out in crowded markets. If you want to stand out, consider starting your own newsletter to deliver relevant information to your readers. This strategy has the potential to help you establish your expertise in your industry while also allowing you to build a database of interested parties that you can contact at a later date.  

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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