How to Make User Friendly Landing Pages for Search Engine Marketing

Search Engine Marketing is the part art and part science of getting search engines such as Google, Yahoo or Bing to review your website and consider it rankable for your audience.

User Friendly Landing Pages are one of the most important aspects of search engine marketing because it creates both a computer friendly and a user friendly version of content that is easily digestible and actionable.

Homepage & Landing Page Experience

There are two critical elements to a user friendly landing page. The first element is that your landing page shows a clear benefit oriented call to action. The second element is that your landing page must have a clear value proposition, meaning, you must explain why your products or services are the best, and why your customers should use them.

The User Experience (UX) is the overall interaction and experience that users have with a company’s products and services.

The average mobile web page takes 15.3 seconds to load. 53% of mobile users will leave a page that takes more than 3 seconds to load. Mobile sites must be FAST & RELEVANT!

On the other hand, User Interface (UI) refers to the specific asset that users interact with. For example, UI can deal with traditional concepts such as colors, and visual designs.

Website crawling  is a type of bot that is typically operated by search engines such as Google, Yahoo, or Bing. The main purpose of a web crawler is to index the content of websites all across the internet so that those specific websites can appear in search engine results.

Mobile Landing Pages vs Desktop Landing Pages

Most people don’t know that both a desktop version and a mobile version of your website exists and search engines review both! So, this means, when you are building a website you really need to consider the additional time it takes to create extra content.

How To Keep Your User Friendly Landing Page Mobile-Friendly?

  1. Keep it simple
  2. Make sure your load time is fast
  3. Make your headlines short
  4. Figure out your goal!

*If people have a negative experience on mobile, they are 60% less likely to purchase from you in the future.*

How To Keep Your User Friendly Landing Page Desktop-Friendly?

  1. Use click-to-call
  2. Keep your design super simple and legible
  3. Make use of sticky bars (horizontal bar that you can “stick” to the top or bottom of a page on your website)
  4. Make sure your load time is fast

Menus & Navigation

Almost all websites have some form of a navigation menu to help users find information quickly and easily.

Navigation menus are often located in the headers, sidebars, and footers of a website. The navigation element represents a section of a page that links to other pages or to parts within the page: a section with navigation links while the menu element represents a list of commands.

Keep your menu on one page & use a dynamic menu or expanders. If you have a lot of products, consider adding search with autocomplete to the menu.

Dynamic menus and expanders allow you to fit a lot of information into a small space which allows your customer to easily see what is available for them on your site.

For example: the first Fishin’ World website has dropdown expanders which are helpful.. but the dynamic menu we are installing gives an even greater view to their customers exactly what to expect while browsing. See Image 1.1 below. In other words, with just a few short movements of the mouse, the customer can get an overview of all the content and all the products on the site!

Decide what menu type is best based on how much content you have on your site. Mostly, menu expanders work fine unless the website has many many pages and products.

Dropdown Expanders On Fishin’ World’s Website

Image 1.1

Product Pages

A product page is a page on a website that helps customers decide what to buy. Good product pages make more sales!

Good product pages lead to more happy customers, more positive reviews, and lastly, more profitable stores. Product pages are a great starting point if you want to improve your conversion rates.

It’s very important to use visual icons, videos, images, bullets, & headlines on your product pages. It is also very important to use large clickable buttons for consumers to easily navigate through your webpage.

See Image 1.2 of Fishin’ Worlds Product Page for Spinning Reels

Fishin’ World’s Spinning Reels Product Page

Image 1.2

Compare Product & Pricing

The number one reason as to why most people will visit a comparison website is to check out the price of different brands and service providers. No one ever wants to pay more than they need to!

Always use a compare page if it is relevant to your business.

Conversion Flow

A conversion occurs when a visitor on your website completes a desired goal or action such as making a purchase, filling out a form, or sharing a blog post to your social media.

In order for visitors to complete a desired goal on your website, you must display a clear value proposition and descriptive calls to action.

For example, a value proposition is a statement that answers the ‘why’ someone should do business with you. It should convince a potential customer why your service or product will be valuable to them!

Form Optimization

Web form optimization is a huge competitive advantage for a company and dictates revenue and growth. When collecting leads or subscribers to your website via a form, it is important keep in mind form optimization best practices!

You must prevent form abandonment, ensuring your customers will complete the entire form without leaving the website. This is the most important part of conversion optimization!

Use autofill to make things easier! Autofill saves information in your browser and allows you to fill in common form fields with a single click.

Autofill can also save other types of information, such as website logins, billing address, and credit card information. To build trust, clarify why specific information is needed.

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