Landing pages can drive leads and conversions. These standalone web pages eliminate common distractions your everyday homepage has. Instead, your visitor can focus only on the necessary information leading to conversion with your call-to-action (CTA)–signing up for your email list, purchasing, joining your membership club, and more.

The more conversions you create with your landing page, the more likely you are to increase your sales online. Also, more conversions mean a lower cost of acquisition (CAC) for each visitor, so you have the power to boost your overall revenue.

Much like building a website and waiting for people to find it among a sea of others, establishing a landing page and waiting for people to find you doesn’t always work well. You have to pop up in the right places and exclaim to the right people, “Here I am, and I have an answer to your problem!” or “Here I am, and I have an answer to a problem you didn’t even realize you had!”

​How can you increase traffic to your landing page and convert those visitors? Consider this your guide for your next landing page.

What works for garnering more website traffic works for landing pages, too. As with driving an audience to your website, maintaining SEO (search engine optimization) best practices helps with increasing more organic traffic for your landing page.

​Some of these best practices include:

You can utilize funnel builders that keep up with the latest SEO best practices. These tools help you keep your landing pages updated and optimized. For example, you can edit your meta titles and descriptions and A/B split-test them.

Google’s current algorithm rewards speed and mobile-friendliness. Use a funnel-building tool that optimizes your pages for faster load times and mobile-friendliness.

​A mobile-friendly landing page does more than adjust size to a small screen. It makes it easy for your potential customer to get the necessary information fast without a lot of scrolling. It also has a clear and prominently displayed CTA. Consider elements like sticky bar CTAs that don’t scroll out of sight as your customer navigates down the page, single-column layouts, and concise wording.

Your landing page headline has to be persuasive. It should state your product or service’s value clearly and concisely. It should address a problem your audience faces.

​Approach writing from your audience’s point of view, always asking yourself, “So what? What’s in this for me?” as you create headlines, pre-headers, and subheadings. Instead of promoting its updated features, use your promotional and landing page space to educate potential customers on your product’s benefits and results.

Your audience fears wasting time or money on your product or service. To relieve your potential customers’ fears, show them proof that someone else used your product or service and was satisfied or grateful.

​Display reviews, ratings, and testimonials on your landing page and promotional material to help alleviate conversion anxiety. Post case study videos and media coverage (to include press releases and public relations news) to show off customer satisfaction and your expertise in your field.

We humans seem hardwired to crave things that are scarce and to chase things that are fleeting.

FOMO is real. You can use that psychological element to your advantage, using either a genuine quantity or time scarcity to encourage potential customers to act on a great deal before it’s too late.

​Urgent time and quantity messaging can look like:

Consider replacing generic CTAs like ‘sign up’ or ‘learn more’ with timing words like ‘limited time,’ ‘now,’ or ‘today only’ to inspire immediate action. Just make sure your urgent messaging is factually true. For example, if you have a webinar with a limited number of spots, you can use that for the urgency element of your marketing. However, if you don’t have a cap on the amount of participants, you can get into trouble with urgent advertising.

​If you don’t have an urgent element to promote, you can use a directive like ’Sign Up Now.’

Even with compelling content and social proof, your potential customers may choose not to purchase from you on their first pass through your funnel. That’s why you should collect email addresses at every turn and use that data to keep yourself top-of-mind.

​Send emails that help you build trust and a relationship with email list subscribers. Use emails to remind them that you know they visited your funnel–It maybe wasn’t the right time for them to purchase, or they’re hunting for a better deal. Present them with limited-time offers and discounts to bring them back to your funnel again and again. Your potential customers may need time to consider you. Then, they need reminding.

Your landing page should turn into converting visitors who purchase, sign up, call, or take the necessary next steps. Our tips above will help you set up your landing page for both traffic and conversions.

Work on your SEO and other traffic drivers so that you appear in the right places to the right people. Funnel them to your landing page and ensure it has compelling copy, social proof, a sense of urgency, and a clear CTA.

​Often, your potential customers need to interact with and pass through your funnel more than once. Collect email addresses whenever possible, and send emails to continue pulling traffic back through your funnel to help boost your conversions.