Get tips on creating the ideal landing page that converts your visitors into customers with engaging content and effective design.
Simon Henneberg
What is a landing page? And how do you best optimise a landing page?
Put simply, a landing page is any page on your website. It could be a category page, a product page, or anything else.
The reason for creating high quality landing pages is due to what is known as search intent. If I type “Buy white Nike trainers”, I expect to click through to a page showing the most relevant results. With this search, I have not specified a model number, size, fit, etc.
Therefore, this search indicates that as a user I want to see a selection of different white trainers from the Nike brand. If you have these products but no landing page for this search, it will be virtually impossible to rank at the top of Google.
But… let’s get started. We have established what a landing page is and why it is so important to have them. But where should you start? Where should you optimise?
Keep reading to discover my top tips for optimising your website.
Are you struggling to attract visitors from Google to your website? Or do you find it difficult to retain visitors once they arrive on your site?
If you can relate to the above, it’s time to pay close attention!
In this post, I will share my 9 steps to creating the perfect landing page, and how you can optimise your page content to attract more visitors and increase sales.
A great landing page consists of hundreds of factors. I have selected my 9 favourites – which you absolutely should not miss:
Kender du det, hvor du mangler svar på et spørgsmål? Men du ved ikke helt hvem du skal spørge? Derfor henvender du dig til Google! Hvis Google ikke har et svar på dit spørgsmål, så er det spørgsmålet der er forkert.
Det første du møder i Googles søgeresultater er oftest annoncer. Efter de betalte annoncer, kommer de organiske resultater. Det ser ud som følgende billede:
For at optimere din landingsside mod et bestemt søgeord, er det vigtigt søgeordet optræder som det første i din sidetitel – og gerne én eller to gange i metabeskrivelsen. Sidetitlen og metabeskrivelsen er det første indtryk, din potentielle besøgende/kunde får af din virksomhed. Metabeskrivelsen har indflydelse på en sides CTR, klikrate, som Google også anvender som et ranking parameter.
Din sidetitel bør fylde mellem 30-60 tegn, mens din metabeskrivelse bør fylde mellem 135 og 160 tegn.
Længden på sidetitlen og metabeskrivelsen kan testes med dette værktøj.
Eksempel på sidetitel og metabeskrivelse:
Sidetitel: Søgeord | Gratis fragt og hurtig levering | minside.dk »
Metabeskrivelse: Søgeord – Køb søgeordet billigt hos minside.dk. Vi har landsdækkende levering og prismatcher altid nettets laveste pris | Læs mere her »
Every landing page on your website should include at least one H1 heading. At the same time, there should only ever be one H1 heading. A good H1 contains the page’s focus keyword, preferably in plural form, and possibly a unique selling point afterwards:
Example: SEO – reach the top of Google!
A landing page can benefit from being divided into smaller sections. Breaking up the text makes it more readable for users. Each section should have an H2 or H3 heading, so users can quickly skim the entire page and easily find exactly what they are looking for.
A good H2 or H3 heading can be a long-tail version of the main keyword, a variation of the focus keyword, or a semantic keyword.
Unikt og højkvalitetsindhold på en side anses stadig for at være ét af de vigtigste ranking faktorer hos Google. Google elsker tekst – og jo mere tekst der er på en side, jo bedre. Find derfor sidens fokussøgeord, gerne longtail udgaver, samt relaterede søgeord til sidens primære fokus. Vær ikke bange for at skrive for meget. Min egen lille guide til at skrive tekst på en side, ser således ud:
Du finder desuden flere gode råd til hvordan du kan skrive en godt tekst lige her.
Vigtigst er dog – skriv til brugeren og ikke til søgemaskinen. Undgå at proppe din tekst med fokussøgeordet. Skriv i et naturligt sprog, som er læsevenligt og fangende for læseren.
Semantiske søgeord er med til at gøre hele teksten mere læsevenlig og give en samlet forståelse. Skriver du f.eks. om “vægttab” som sidens primære fokus, så vil det forekomme helt naturligt at anvende ord som kost, træning, motion osv.
A video on a landing page can be beneficial for many reasons. Firstly, a video is more engaging than a loooong block of text. A video is often better at keeping a user on your page. In addition, a video can be a great way to showcase your best products or services. Videos are also excellent for communicating knowledge, messages, and offers. A video quickly becomes personal, allowing the visitor to identify with it. If you have a complex product, it can also be useful to show it off and provide instructions on how it works.
A picture is worth a thousand words. An old saying that is just as true today. Images on landing pages can be the deciding factor in whether your visitor becomes a customer.
This is not just true for webshops with product images. It also applies to pages selling intangible services such as events. Here, you can showcase images of previous events and similar activities. Sometimes an image can show something that words simply cannot describe. Try describing what it was like to watch the men’s handball World Cup final in 2019 against Norway at Jyske Bank Boxen. Isn’t it easier just to show a photo of the huge celebration among thousands of spectators?
When using images on landing pages, it is important to:
Alt text, file name and title help your images to be found in Google Image Search.
Graphs, infographics and tables are also useful for illustrating key points. Moreover, graphs, tables and similar elements are great for attracting inbound links from other domains.
Interested in learning more about image optimisation and SEO? Then click here and deepen your knowledge of the subject.
Hvis ikke du ved, hvad du helt præcis vil have den besøgende til på siden, hvorfor så bruge tid på at få dem ind? Derfor er det vigtigt at sende den besøgende i den rigtige retning. Hvad end det er at købe et produkt, tilmelde sig nyhedsbrevet eller kontakte jer på telefonen, så gør det klart for den besøgende. Vær ikke bange for at fortælle den besøgende, hvad det er du gerne vil have dem til. Vær blot påpasselig med ikke at ville ønske for mange ting på én gang.
En god call-to-action fortæller klart og tydeligt, hvad brugeren kan forvente. Hvis der er en ”kontakt os” knap midt på siden, så forventer brugeren at finde kontaktoplysninger på jer. Ikke mere – ikke mindre!
Når vi snakker call-to-action på landingssider, så gælder det også knapper som ”læg i kurv”. Her kan du med fordel inddrage psykologiske triggere. Der findes et hav af disse, men for at gøre det simpelt, så kommer her to eksempler:
Vi som mennesker er rigtig gode til at gøre det, som vi kan se andre gør. Når der skal tilmeldes et nyhedsbrev, kan et eksempel på en ”tilmeld knap” være:
Gør som 500 andre og tilmeld dig nu!
Knaphed er et udtryk for, at den besøgende skal skynde sig. Har du produkter på din side, som ofte bliver udsolgt, kan du med fordel udnytte knaphed, som en call-to-action. Et eksempel kunne være:
Køb nu – begrænset antal i shoppen!
CTA og webshops er 100 % afgørende for netop din webshops omsætning. Bliver der ikke solgt noget, kan det være et sted at starte.
Interne links rundt på din hjemmeside er god for mange ting. Dog er det er vigtigt at pointere, at der ikke skal linkes, blot for linkets skyld. Der skal ikke linkes internt, blot for at opfylde de nedenstående grunde. Interne links skal give mening – både for Google, men også for brugeren. Link derfor kun internt til andre relevante sider på hjemmesiden.
Vil du gerne kende mine fire gode grunde til, hvorfor intern linkbuilding er vigtig for at skabe den gode landingsside? Så læs endelig videre.
For det første kan det hjælpe den besøgende. Hvis brugeren ikke har ramt den ønskede side, så er det en god idé at have interne links til andre relevante sider, som kan være et alternativ eller en substituerende side. Som minimum vil du gerne sende den besøgende videre til nærmeste overordnede kategori.
For det andet giver intern linkbuilding en god brugeroplevelse. Det er med til at få brugeren til at navigere let rundt på siden, og derved nemt finde præcis det produkt eller ydelse, som opfylder den besøgendes behov.
For det tredje er interne links med til at fortælle Google, hvordan sidens struktur ser ud. Ankerteksterne der anvendes i intern linkbuilding, er ligeledes med til at fortælle Google, hvad der er på den pågældende side.
For det fjerde har interne links på siden, en positiv effekt på det ekstern linkbuilding der laves. Oftest bygges der eksterne links til forsiden. Forestil dig, at der kommer en vis portion ”linkjuice” til din side. Med interne links fra forsiden, vil du kunne fordele noget af den ”linkjuice” til højt prioriterede underkategorier.
A short and easily understood URL structure can impact your rankings.
Source: http://backlinko.com/search-engine-ranking
A URL should include the focus keyword, be short, and easy to understand.
There should not be symbols such as #, ¤, ?, =, etc. This also applies to Danish characters such as æ, ø, å or capital letters in the URL. Google finds it difficult to read special characters, as well as æ, ø and å. Instead, write them as ae, oe and aa.
If you have a blog post about “how to write good copy”, it is important to know what the URL should look like. Dashes (-) act as spaces for Google, while underscores (_) join words together:
Example 1 – with dash: mywebsite.co.uk/how-to-write-good-copy
Read by Google as: “how to write good copy”
Example 2 – with underscore: mywebsite.co.uk/how_to_write_good_copy
Read by Google as: “howtowritegoodcopy”
If you want to change a URL, it is important to create a 301 redirect from the old URL to the new one. A URL change is registered by Google as a completely new landing page, so you should carefully consider whether it is worthwhile. However, if you are launching a new website, we recommend the following structure:
https://mysite.co.uk/
https://mysite.co.uk/category/
https://mysite.co.uk/category/subcategory/
https://mysite.co.uk/category/subcategory/product-a/
When creating a new landing page, do not underestimate the value of outbound links. In the SEO world, we often talk about external links coming to your page, but people forget the value of strong outbound links. If you have used information from a particular source and credit it with an outbound link to the original, Google sees this positively.
Where relevant, you can link to external sites that can help the user more than you can on your page, which provides a good user experience.
A strong outbound link could be to a business partner highly relevant to your own business. For example, if you are an interior designer with partners in lighting, you could link to them externally. This makes it easy for the user to find lighting if you do not sell it yourself. Google’s highest priority is to help its users. If you can show that you are helping users in the best possible way, you may be rewarded with a better ranking.
Providing external sources via outbound links is especially relevant for YMYL, Your Money Your Life pages. YMYL pages typically include sites about health, medicine, and a user’s financial security, such as money, loans, and finance. However, it can be argued that all e-commerce sites also fall under YMYL, though to a lesser extent. On YMYL pages, it is important that the author of certain posts meets the E-A-T criteria: Expertise, Authority, Trustworthiness – and here, outbound links to highly ranked and trustworthy sites are an important parameter in verifying the information you provide on your site.
If you write a post about “How to cure disease X”, it is incredibly important that the author meets the E-A-T criteria. If not, Google will look very negatively on this. If you want to write about a sensitive topic falling under YMYL, you should always include an outbound link to expert sites.
Thank you for reading! You are now ready to deliver a world-class landing page. One final comment: every business and website is different. Be very specific at the start about exactly what you want to achieve with your landing pages. Once that is clear, just follow my guide and you are well on your way.
Still feeling a bit overwhelmed or would you prefer to focus on your core business? We are of course ready to help you with your SEO and landing pages.
Contact us now and together we will take your website to the digital premier league.
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