A big part of a SEO campaign is optimizing content rich pages to drive traffic to your website. But many website owners never think about optimizing landing pages that are designed to generate a lead conversion. These landing pages are mostly used in advertising and marketing campaigns, so the thought is that optimization is unnecessary. But there are several reasons why you should put in the extra time and effort into optimizing these pages as well.
First, you need to understand that these pages receive many natural links. These pages are designed to qualify prospects by giving away content that is relevant and valuable to them. As a result, many websites will link back to these pages to recommend a email series, video, white paper, or downloadable file. All these links can help your page rank naturally. But without proper optimization, you’re throwing away the opportunity to generate free traffic from the search engines.
Second, you can build a search campaign around these pages so that they serve as a central place to qualify prospects and start the sales nurturing process. Don’t think that your page only needs to be made up of content in order to rank well. You can be creative with your lead conversion page. Mix in educational content with promotional content like an advertorial. This way you can sell the visitor on subscribing to your email list while providing value to both the user and the search engines.
Third, optimizing your landing page will also result in more exposure, especially if you manage to rank for important keywords. If you want to build your brand recognition, you want to do everything you can to make sure this page gets as much traffic possible. It really does help if you can incorporate elements like video, interesting designs, and unique content as adding viral elements can lead to a lot of free backlinks.
One thing you need to focus on with these pages is to make sure you invest a lot into its design. You want to come up with an attractive design that helps you appear authoritative and credible. Remember, the sales nurturing process starts with making a strong first impression. People are more inclined to sign up to your email list if your website appears professional.
In conclusion, you want to make sure that you put in as much time and effort into optimizing your landing page as you put into your greater SEO campaign. As pointed out, there are many benefits of doing so. If you put together a great landing page, it will receive a lot of backlinks, so you want to take advantage of that.