Landing Page Content Strategy: Why You Need One
Lately I’ve been working on a project that has me working with landing pages quite a bit. Taking a look around at what some other people are doing, I’ve been noticing a very apparent lack of a landing page content strategy.
You’ve probably seen the type of landing pages that I’m talking about. They tend to have a big bold red headline, typically using an image so that the font has a few design styles applied to it.
Or, maybe they skip the headline all together and simply drop a video on the page (without controls to pause, seek or stop) and leave it at that.
I know these types of landing pages aren’t typically crafted for SERP’s but I can’t understand why you would create a landing page that doesn’t at least try to get the extra visits that an organic search would bring in.
I understand the WOW factor that a great design can create and how it can help to add some credibility to your landing page but leaving out the content strategy could be a costly mistake.
Here’s an example:
You invest a lot of money into your design. It looks great. You’re getting pats on the back and praise from everybody who sees it. All of the headlines have that nice subtle little grey drop shadow separated by a tight white outer glow so the text just hovers above the page. There’s a really nice gloss effect cut off half way down the text and an oh so subtle gradient stroke. Really, the text looks beautiful.
Even better, you hired the best copywriter online to craft the world’s best headline. It’s so good, you actually bought your own product when you read it.
You were smart with this one too. You have your keywords in the headline so you know it’s going to pop up when people search for it.
Or will it?
You used images to replace all of your beautifully crafted headlines and sub-headlines. You put the images into that page and let them shine in all their well-designed glory.
You didn’t name your images with your keyword.
You forgot to add the keywords to the alt attribute.
You didn’t create the headlines as an H1, apply the image as a background and set the text-indent to -999999999px so it would be read by search engine spiders but wouldn’t be visible on 99.99% of browsers.
You didn’t apply your content strategy to your landing page.
In effect, you took away the “findability” of your landing page.
But, you’re not worried because you have a list of 5,000 people that you’re going to send this to.
5,000 people is great but what about the millions of potential people that could have found your landing page using their favorite search engines? Even if your list of 5,000 has a 100% click-through rate and a 50% conversion rate, I imagine that having a fully optimized landing page to grab the search engine crowd could help at least a little bit in the long run.
If you really need that hyper designed landing page, you should at least offer up a more search engine friendly landing page to tap into the organic search results to grab a few more sells or leads.
In fact, I would do as many different versions as you can stomach doing and get them all out there. Test different copy. Test different approaches and see which ones are converting the best.
You may find that the ones that convert better are not the ones with the slick graphics and Flash animations. That’s why you see so many of those ugly landing pages with the big red headline, boring black text and a box at the end.Tweet