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So you want to make a beautiful landing page? Good. Have you thought about how you’re going to drive traffic to it and convert that traffic into customers?

Here are 7 tips for building, and optimizing, your landing page.

Keyword Research

The first step in creating an optimized landing page, is knowing your keywords. Having a keyword focus will help you target your key message. We suggest using Google AdWords Keyword Planner to get started with this. Try to create a list of relevant keywords, both long and short, that will help to direct users to your landing page.

Once you have a solid list, narrow that list down to one keyword. This will become your main keyword and what you’ll be building and optimizing your landing page around. Next, excluding the main keyword, narrow that list down once again to the top 5 keywords, which will be your additional keywords.

Use a Custom Domain

A custom domain is less confusing for potential customers and also helps you with the overall optimization of your domain. A custom URL makes your landing page more alluring for search engines.

You should aim to include your main keyword in the URL is possible – avoid doing this if it makes your URL too long and spammy. This doesn’t make for a positive user experience so don’t push it.

Incorporate Keywords

Use your keywords in structural elements on the page. This includes the page title, meta description, headings and images (filenames and alt text). It’s important to not go overboard and fall into the trap of keyword stuffing. The advised keyword density of a page is 2.5%, but generally, we suggest no more than 2% just to be safe.

A Clear Call to Action

It needs to be crystal clear for the reader what they should be doing after consuming your content. Every aspect of your landing page should be focused on performing that action. Calls-to-action can help your SEO by creating an internal link on your website to another specific landing page. A clear call to action is your most valuable tool.

Rule of 3’s

Your visitor needs to find what they’re looking for in 3 seconds, 3 scrolls and complete the Call to Action within 3 steps. Simplicity is key.

Encourage Social Sharing

You need to make it as easy as possible for people to share your page within their networks. This can be a huge generator of free, organic social traffic.

Build the Link Profile

Anytime you mention the main keyword of your landing page on other pages within your site, you need to be linking to this page using the main keyword as the anchor text. We recommend that you create on or two links on pages with related content that link back to your main landing page. 

Another tip to consider, is when you use a page for a returning event (like Christmas), don’t delete the campaign. Change the content and the SEO work won’t be lost.

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