The Importance of Optimizing Web Landing Pages

August 1, 2008 – 3:31 pm

As a freelance marketing consultant here in Seattle, I am often asked to set up and manage SEM campaigns in Google, Yahoo and MSN and in doing so for my clients I see the same issue regarding landing page optimization time and again. 

One can spend much time tweaking the keywords and ad copy in the campaign to improve click through to the website but ultimately the game is about getting customers to convert (buy, ask for more information etc). The key to conversion is having an optimized web page where customers land after clicking the ad. Based on research I have created the following list for you to consider when creating your landing pages.

• Clear and Obvious Call to Action
• Focused, Benefit Driven Copy
• Well Placed Visuals (consider using video if appropriate)
• Appropriate Use of Font Types & Sizes
• Big, Powerful Header Images
• Useful Footer Design
• SEO Considerations (Meta Tags, Keywords, Content & Integration Into Adverts)