Last week's SEMrushchat was super informative. Our guest, Unbounce, and our community shared their insights and recommendations on creating landing pages your users and Google will love. They covered landing page planning, using a home page as a landing page, best practices, boosting Google Ads quality score, and auditing LPs. Even Oli Gardner, Co-Founder of Unbounce, joined in with a lot of tips for the chat attendees.
Below we have compiled some of the best tweets that provide helpful information our readers can use.
You can retweet any of the tips below by clicking on the Twitter logo next to the quote.
Here is what Unbounce had to say:
"Launching and building a landing page is all about getting the visitor to perform a single action, so the number one question you need to answer, and also the most basic, is: What you are trying to achieve?
- "What do you want the visitors to do? The answer to this should be the same as the first question, but it’s important to keep this Q top of mind because it will inform the way you place information on the page later on (Information Hierarchy)
- “Who is going to visit my landing page?” This should be one of your campaign segments. Your LP should talk to that specific segment ONLY. If need be, create new LPs for each segment.
- “Does the information pre-click match with the information post-click?” This is especially key in the header. We want visitors to know they’re in the right place after sending them to our LP. Read more about Message Match here.
Who are we targeting, what do we want them to do, what copy / offers / CTA will get them to take that action, and what conversion point most easily accomplishes that conversion? It comes down to relevancy and UX - if it's relevant & easy to convert, you're gold.
Make sure it's entirely dedicated to the marketing campaign for which it stands. Does it continue the experience started when the (qualified) SERP user typed their query, then clicked on your ad? Does it lead them to take action? Is it easy to use?
If I was my target audience: What content would I like to see? Can I see the most important aspects above the fold? Is it easy to navigate? - Are the call-to-actions clear? If I was Google: Is this content complete, trustworthy and authoritative?
"Obviously, we have some strong feelings here. You should NEVER send campaign traffic to your homepage; there are just way too many distractions.
- Homepages = discovery and exploration.
- Landing pages = conversions.
When you are running a campaign, always send your traffic to dedicated LPs. Each LP has a single objective. That doesn’t mean you only give them one option, but the main action (the one you want them to do, and the one they should do) is obvious and persuasive.
That’s not to say there is no place for the homepage in your marketing. Say you are in startup mode and launching your first MVP ever, i.e., a mobile app. You might create an LP that acts as your homepage, and that’s totally fine with us."
Unbounce had quite a bit of good advice:
"When it comes to a user-friendly landing page, you will need to concentrate on 2 main things: content and Design.
- Content-wise: provide the information needed. You want to keep the conversation you started in your pre-LP asset (ad, banner, email, etc.) in the LP. That way, you are helping the users to take their next action. This brings us to talk about information-hierarchy – the order with which the copy on your page is presented, both in literal terms (which comes first) and in terms of the visual dominance (what stands out most).
- Design-wise: make the layout familiar. People like familiarity, and that makes it easier to find the information. Keep the basic sections of your page clearly visible. Use whitespace. Use secondary CTAs if needed but make them less noticeable. What about mobile? Start designing mobile-first, or even mobile-only. People don’t click elements when navigating on mobile: they touch them. Also, consider using AMP LPs to get loading times closer to zero. Your time is valuable. Your customers’, maybe more, right?"
Unbounce had some great advice, so we are going to start with their answers:
"Direct from Google: Quality Score is an estimate of the quality of your ads, keywords, and landing pages.
- Higher quality ad experiences = lower costs and better ad position
- Here are our top 3 tips to get there. Convey the EXACT same message from ad to LP–remember Message Match? A consistent message is key because it tells visitors they’ve landed in the right place, and that they’re on the right path to the outcome they searched for.
Speed up your landing page’s load time if you are hit with a slow-loading page, you bounce quickly, and the same goes for prospects clicking through on your ads.
- Using mobile ads? Use AMP LPs instead.
- Ensure your landing page is easy to navigate!
- If your LP is cluttered and visitors can’t find what they are looking for, they are going to bounce, which Google takes as a signal your LP isn’t meeting their needs.
When all’s said and done, Quality Score isn’t an exact science. Google checks often, but it may be a few weeks till you see your LP changes influence scores. But, the clearer path to conversion on your LPs, the better chance you’ll have at a good Quality Score."
Do You Have Landing Page Suggestions?
If so, please share them in the comments below. We also want to thank all that participated in the chat. We will be looking for your expert insights next week. It starts at 11 am ET/4 pm BST on Wednesday, August 7th.