Did you know that valuable landing pages have an average conversion rate of 5 to 15 percent? When we compare this with the average conversion rate of 1 to 3 percent of an online store in general, the importance of landing pages quickly becomes clear. 

A landing page is a page created with the aim of being found by the search engine. Because this page is found by the search engine, people will 'land' on this page, according to the name. Before such a page can be found by the search engine, it must be optimized. This includes ensuring that the landing page is optimized for SEO, but also that the page is as comprehensive as possible on a particular topic. 

What is a good landing page?

A good, valuable landing page simply answers the following four questions:

• Who am I with?
• What does the page offer?
• What are the advantages?
• What is the next step?

When writing a landing page, it is important that you keep in mind who the target group is and where they come from. Adapt your writing style and perspective to the target group. Do you focus on private individuals who want to buy products, or do you focus on products for the business sector? Whatever angle you ultimately choose, make sure you tell a coherent and consistent story about one topic. 

Not too complicated

A second tip follows: don't make the landing page too complicated. The ultimate goal of the landing page is to get visitors to take a follow-up action. The page should therefore not deter these visitors. Ways to keep the page simple include using little text and/or a large font and using visual elements. 

Instill confidence

When we talk about the content, it is important to create trust among the target group. The landing page is (usually) the first page of your website that people see. So here you have to try to convince the target group that they have come to the right place. Why are you the best? What makes your company unique? How do you distinguish yourself from the competition? Something that often helps to gain the trust of the target group is to show quality marks, reviews, logos and other information on the landing page. This does not need to be explained in detail; an image often says more than a thousand words. 

Search Engine Optimization

The ultimate goal of a landing page is to rank high in search engine results. It is therefore important that the page is optimized for the search engine. Before you start writing your landing page, it is therefore wise to research which keywords your website is found for. You can then incorporate these keywords into the text on the landing page.

Other things you can do to optimize the landing page are using internal links, adjusting the meta title and description, not plagiarizing and explaining the topic in detail. 

You can make the latter easier for yourself by looking up information about the subject in advance and organizing it in a clear structure. It is better to have too much information than too little. It is usually easier to write a continuous story based on a structure. 

More traffic 

If your landing page is optimized, the search engine will give this page a higher ranking and the page will be found more quickly by your target group. By using internal links, website visitors will navigate through your website faster. This way you can quickly generate a lot of traffic. 

You can always continue to supplement and optimize the landing pages when new information about a subject becomes available. In addition, people (and the search engine) love visual elements. So it is advisable to infographics, videos, images and other visual elements to the landing page. 

Finally, it is important to have one clear call-to-action on the landing page. Try to make these prominent and as attractive as possible. For example, instead of 'click here for more information' you can write 'free for 30 days now'. You can create different versions of a CTA and use A/B testing to find out which one works best to generate more conversions.