SEO and PR Got People to Your Site, Now What?

by Melanie Rembrandt, www.rembrandtwrites.com on September 15, 2013

What is your landing page saying?

 

You spent all of that time and effort, and probably a good amount of money, to get people to your site via search engine optimization (SEO) and public relations (PR), but are people clicking on your links and buying your products and services? If not, you are wasting a lot of resources without getting any results?

What is the answer? Create a good landing page.

When you direct potential, new customers to your site through all of your marketing, PR and content strategy, where do they end up? Do they know what to do when they get there? If not, your landing page needs an update. Here are some tips to help you turn that site traffic into actual sales!

1. Create a Landing Page.

If you don’t know what a landing page is, this is the Web page that talks about want you are selling and where new customers “land” when they come to your site. On this page, you want to talk about a single product or service you are selling. Include the benefits, testimonials and “copy that sells” to entice people to buy what you are selling. Your site should have a single landing page for each product or service you are selling.

2. Guide Customers through the Process.

When people get to your landing page for your specific product or service, you want to guide them through the process you want them to take. Do you want them to sign up for your newsletter, click the “Add to Cart” button, and register for your social media site… What do you want them to do?

Once you figure this out, make it very clear to site visitors what they need to do, and make that button the only action button on that page. It keeps things simple.

3. Track Results.

Are people clicking on the action button you want them to take from your landing page? Look at your Google Analytics to see if they are on a regular basis. If people are not taking the action you want them to take, change your landing page. Then, test the results for these changes. You will constantly “tweak” your landing page to get the best results.

Make it Simple.

Although you probably spent a lot of effort to get people to your site, there is still a lot of work to do, and this is just the beginning. Once potential, new customers get to your site, you want them to stay on your landing page and take the action you are guiding them to take.

Provide answers, benefits and value on your landing page with a single, call-to-action. Then, track your Web analytics and make the appropriate changes to get the best results out of your landing page possible. Make your landing page as simple as possible for site visitors to understand “what’s in it for them,” and how they can respond easily to benefit from everything you have to offer them. And if the whole SEO content strategy, PR, marketing process is not working for you, find an expert to help you. Yes, it will cost money. But you get what you pay for, and the results will make it worthwhile.

For more information on landing pages, click here.

And if you need help boosting sales with content strategy and landing pages that work, please contact us here.

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