How to Get More Leads and Conversions on Your Landing Page Using SEMrush

by Corey Philip //  February 25, 2021

In your digital marketing campaign, landing pages are among the most crucial elements in achieving success. They can increase leads and enhance your brands when you build them the right way. A landing page that is strategically planned out can convince visiting users to do a particular action or lead them to a specific service or product. 

Basically, landing pages are web pages that are separated from the main website. Reports show that an estimate of 68% of businesses are well-acquainted with the use of landing pages. These businesses use landing pages as tools for creating conversions and building a customer base, which can contribute significantly towards your brand's development and growth.

Since landing pages receive highly targeted-traffic, the conversion rates are usually higher. Thus, your products and services may reach more visitors and consumers than with a typical webpage. Ultimately, landing pages help turn your website visitors into customers. Here's how you can achieve that.

Improve landing page form and design

A landing page's form and design serve as its defining characteristics. Through these crucial features, you can attract, capture, and leverage a visitor's attention.

A strong and effective landing page should be user-friendly and understandable for web users to have a positive first impression of your brand. Moreover, landing pages should not be distracting. Instead, they should focus on directing users to move freely and efficiently towards a conversion event. 

Sample Minimalist Design for Landing Pages

Primarily, looking at your homepage can be a vital step towards optimizing your landing pages. With a clearer understanding of your brand's message, you can focus on your landing page's content and design to effectively engage and attract more users. When building the blueprint for your landing page, go for minimalistic and clean designs that can drive more conversions for any product page.

Figuring out what the perfect design for your landing page is can be quite a challenge. So when you're stumped for ideas, do what I always do: spy on the competition! When you've identified your competitors, you can enter their domain in the organic research tool to see their top pages. You can see this in the pages section, where you can view which ones get the most traffic. Check what these pages look like, and find the best sections you can emulate. 

When it comes to form, content matters. You can use SEMrush's built-in content audit tool to optimize new and current content for organic search when it comes to your landing pages. The content analyzer will show you how well your landing page's digital content is performing through metrics like engagement, bounce rate, and sessions. These metrics are crucial, especially for landing pages, since click-through rates and conversions may rely on the content's quality. You'll be able to identify what content you need to review, rewrite, remove and update.

Enhance your keyword strategy

A fool-proof keyword strategy can serve as a guide for your content that will result in an overall successful landing page. It's better to focus on search intent and strategically choose more specific keywords your target audience cares about, like "chair" if you're selling furniture. But it doesn't stop with identifying the right keywords because you can't just stuff them willy-nilly in your content!

Most website owners may think that keyword stuffing can help websites rank higher, but in reality, packing too many keywords will make your page look cluttered and lead to a horrible user experience and feedback. Fortunately, Google has recently improved its filtering of pages filled with keywords, labeling them as spam and useless. With this in mind, avoiding keyword stuffing can essentially be a better path to take.

The way you use your keywords for your content should be logical and intrinsic. It should naturally cater to and appeal to human readers instead of machines. This is where most people get it wrong—they focus too much on SEO spiders instead of the actual people that will look at the landing page. Compare these two product descriptions:

  • "If you're looking for comfort while you work from home, this chair is for you."
  • "If you're looking for a comfortable chair, especially if the chair you need is for working from home, this chair is the chair you need." 

The first one sounds a lot better, even if it is less keyword dense.

Once you've planned out where to place your initial keywords, don't forget your secondary keywords! These contextualize the content and purpose of your landing page to a greater extent. They can add more detail to the first keywords you target. Some examples related to the keyword "chair" would be "comfortable," "wooden," or "ergonomic."

Next, you should keep semantic keywords in mind. These clarify the search intent you are trying to reach while allowing your page to rank better ultimately. A person entering the keyword "chair" in a search engine might not be in the market to buy one: they could be just looking for designs, or they plan on building one themselves. If you are selling chairs, some semantic keywords you should try are "buy chair" or "chair for sale."

To easily spot and identify the best keywords you can use, SEMrush offers keyword research tools that can guide you to make better decisions regarding the keywords of your pages. 

Keyword overview will show you a keyword's search volume, results, CPC, competition level, volume trend, and other great metrics to help you decide.

On the other hand, keyword magic tool can help you find related sub-topics and questions while saving your research.

Lastly, keyword manager is where you'll be storing all the keywords you've researched so you can analyze 1,000 keywords at a time.

Structure your content

Optimizing keywords may not be enough. Therefore, you should properly structure the content you put in your landing page so you can help search engines read, recognize, and analyze your content. As a result, search engines can accurately index and identify the content found on your landing page. 

In structuring your landing page, titles should be brief and paired with a high-quality keyword. For high-quality alt tags in images, a short description of the image that directly explains its context will be sufficient. Concise meta descriptions can also easily convince visitors to click on your content. In terms of headings, the main heading tag must be H1, while you can divide content using H2 or H3 headers. Lastly, there should be an ample amount of relevant internal links through properly targeted anchor texts. Through this, search engines can better understand the page's context and content.

You can use the on page SEO checker, which provides a structured list of optimization ideas that include structure. It will identify things like when you're missing a <body> tag, or when you should be targeting keywords in your <h1> tag.

Another useful tool is SEO audit, which runs a check on your landing page to identify various issues, warnings, and errors. Keep your eye out on anything related to structure, like pages that don't have an h1 heading or duplicate title tags.

Monitor URLs used

It would be best to consider the URL for your landing page since every small detail matters. URLs can help deliver the details about the content that your visitors can see on the page. It also exhibits your site's structure as it can disclose how a specific piece of content fits on your website. It is best to keep URLs short. Ideally, it is best to have 65 characters or less.

Moreover, it would help if you placed important keywords farther to the left. Not only does URLs communicate with search engines, but it informs visitors and users as well. You can identify URL-related issues through the SEO audit tool.

Keep track of your page speed

One of the most crucial factors in search engine rankings is page speed. It is best to prioritize your landing page's user-friendliness, and one of the ways you can achieve this is to have a shorter loading time on your page. Think about it this way; a faster loading speed can mean that your page may probably be faster than about half of the internet sites. This helps you gain more traffic and opportunities to attract more customers. Having a slow-loading page might increase bounce rates since more visitors will get impatient and click away from your page.

As a consequence, this negatively affects your site's rankings. SEMrush recommends using Google's PageSpeed Insights so that you can discover how you measure up. Through this tool, you can effectively decide on the steps you should take to refine and boost your page speed. 

Set up Backlinks

Backlinks are primarily links on your page that are coming from other platforms. Some backlinks may contribute to your landing page SEO promotion as long as these links are from high-ranking, high-quality, esteemed, and trustworthy websites. One way that can let you get backlinks is to participate in link exchanges. Crediting and citing your facts and statistics sources can increase the possibility of them referring to your page. It is vital to create quality content that can be shared to improve others' chances of linking to you. You can do this through engaging videos, exciting infographics, and notable statistics.

SEMrush offers its Backlink Gap Tool so that you will be able to compare backlinks for your page with about four competing domains to find out more opportunities with your efforts in link building.

The Takeaway: Drive Leads, Score Conversions!

To conclude, landing pages can contribute more to your brand through better messaging and targeting. With the assistance of search engine optimization, your landing page can effectively communicate your offer while reaching your target market. More importantly, SEO can ultimately drive more leads to and score conversions on your landing page. 

About the author

Corey Philip

Corey Philip is a small business owner / investor with a focus on home service businesses.

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