Landing page – 5 tips

Are you in doubts as to whether your website is designed optimally in relation to creating conversions? If you’ve got the least bit of doubt, you may want to read through our checklist for ideas on how to improve your landing page design. Asking yourself what is a landing page exactly? We encourage you to read our checklist.

The page where your users enter from Google (or other sites) is vital. It’s not optimal if this page is not sending the right messages and signals. A wide range of factors helps to determine, whether or not your visitors converts to buying customers.

1) The purpose of the landing page

This is a typical issue which many website owners have trouble with it. Does this sound like something you might think: “I own a plumbing service, and I want people to call for an appointment” or “I’ve got a webshop, and I want people to buy.” If your goal is to get users to contact you, and the purpose of the website is to facilitate this process, you of course already have your contact information on every page in a prominent spot, right? If not, this should be the first thing on the to-do list.


If your contact information is hidden somewhere in your menu in “Contact” or “About us,” we firmly urge you to change this.

2) Content for the user

When the visitor enters your landing page, they’ve often made a search on Google. Let us say that the visitor searched for this phrase “Patio chairs,” the best landing page would make it obvious that this page specifically is about: “Patio chairs.” A big and clear headline that defines the purpose of the page is a must. If the product is suitable to be shown in a picture, then make sure this picture is big and bright and remember, rather too big a picture then an image which is too small. If you use watermarks within your images, you should consider removing these. Watermarks have significant signal value: “This is MY picture you’re welcome to look, but you’ll get in trouble if you do more.” Your landing pages will then signal: “Get lost” which of course is not an optimal situation when you’re trying to persuade the visitor to become a customer.


3) Content for Google

Your landing pages are not only for your potential customers – but they’re also for Google. You can optimize your landing page in a way that’ll give you better placements in organic searches (SEO), and at the same time will enable you to pay less for clicks through Adwords.

In relation to SEO, it’s important that you include your keyword in your page title and the headline. The keyword should also be included in the body text a couple of times. Having the keyword appear in your URL is also an important factor. When you’re optimizing your SEO, you’re also significantly optimizing for Adwords. The factors that affect SEO often increase your “Quality Score” in a significant manner, and a better “Quality Score” will result in lower click prices.

4) CTA – Call To Action

A Call to Action (CTA) is something you want the visitors of your website to do. There should be CTA’s on your site informing the visitors of the actions you want them to perform. Typically this will be a button with some text that describes such actions. These could be “Add to Cart,” “See More” or “Contact Us.” You can read more about Call to Actions here.

If you do not have a Call to Action on your site, you should create one as fast as possible.

Your Call to Actions must always be visible, which means your visitors should not have to scroll to find them. Furthermore, it is important that the color of the button is distinctive from the other elements of the site. An exapmple could be the keep the button in a contrast color in opposed to the background color. Last but not least, it’s important that you do not have too many “Call to Actions” on your site. Your visitors should not be navigating and choosing from too many “Call to Actions” 2-3 is a good starting point. If you’ve got more, it can confuse your visitors, and leave them unable to absorb the many different signals.

5) Credibility

Often the visitors won’t have any former experience with you, and won’t have purchased items from your site before. It’s important to provide the guests with a sense of comfort and security when they shop. There are numerous ways to achieve this:


You can show that others have had a good experience when shopping on your site

Case studies

If you provide services that are measurable, make sure you convey results and benefits, e.g., Company X cut their expenses by 17% by using this product.


There is a bunch of icons/badges that provide some level of credibility e.g. Trustpilot, Google Trusted Store, icons from branch organizations and other similar unions.


If you’re not able to communicate with the people you’re buying from how will you know if you can trust them? Avoid having visitors hesitate due to this, by having your contact information in plain sight on all pages. If your ambitions exceed this, you can take it one step further, and implement a chat function on your site. The ability to communicate with you directly will give the customer the experience of dealing with real people on the other end, and provide them with the option to ask you questions - just by engaging in with you in the chat.

Want us to make yours?

At RiverOnline a lot of our time is spent on creating pages for visitors to "land on." We also set up conversion tracking on these if you’re looking for a reliable partner to help with your pages, we’re a the right choice.


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