Are landing pages a problem?

Businesses which feel they are currently struggling may find that their own website landing pages are more to blame than the ongoing recession and lack of consumer confidence, one commentator has suggested.

In a post for Search Engine Journal, Lauren Vaccarello says that this is because landing pages are becoming "overly complicated data dumps" where visitors have to make their way through countless pop-ups, focus points and other distractions.

She offers a number of tips designed to boost landing page conversions, including placing a 'call to action' on the page to keep users on the website for longer and help with pay per click.

Filling the page with simple and digestible content - where the purpose of the page can be summarised into a matter of words - and minimising choice are also recommended.

Ms Vaccarello notes that websites should also avoid any marketing speak which could lose consumers, while the content should invoke trust.

And SEOmoz's Randfish recently advised businesses to choose one key term and feature it in the landing page title, URL, image title and then some eight to ten times within the body of the text.

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