Content Marketer’s Guide to Landing Page Optimization

Content Marketer’s Guide to Landing Page Optimization

Last updated on July 1, 2016 by Dusti Arab in Conversion Rate Optimization

Whether you call yourself a content marketer, a copywriter, community manager, social media specialist, whatever, you’re responsible for creating content that gets people to come back and make a purchase.

You’re constantly thinking about how you can rewrite, repurpose, and reiterate the content you’re so carefully crafting to do double duty. You have to discover what is resonating, and how can you take that, expand on it, and get better results.

And now, you’ve been given the task of writing and optimizing a landing page. The pressure is on, because you’re used to creating content that is generally part of your company’s long-game strategy. Now you’re navigating lead generation.

Don’t worry! The biggest difference between landing page creation and creating other types of content is the type of conversion you’re looking for.

Providing value in the form of a blog post is great – as long as you’re measuring how it is performing, tracking the results, and using it as a way of (eventually) generating a return. With landing page optimization, you’re looking specifically for the most effective way of generating a lead.

Blogging, being active on social, everything is ultimately all happening in the name of conversions, whether that means making a sale, changing someone’s mind about an issue, or helping them decide whether or not joining a community or cause is for them.

The purpose of content creation is to effect someone enough to change their behavior in some way

This is why getting better at landing page optimization is one of the most effective things you can do as a content marketer. Landing pages are hyperfocused on getting someone to take action – and that’s exactly what you want them to do.

Whether you want them to clickthrough to an offer, signup for a webinar, or try your great new app, your content could probably be optimized more effectively to get your audience to take action.

Today, we’re going to cover how to maximize your landing pages using your natural advantages as a content marketer, including how you can reuse and repurpose the best of the content you already have to create landing pages your audience loves to read.

1. Research phase

Your research phase is critical, because if you don’t do your due diligence at the beginning, there is no way to achieve any sort of optimization. Do this first. Do you really want to be hunting for articles and links and everything later? The more you do at the beginning, the better off you are (and the less distracted you’ll end up getting later on in the process).

And please, for the love of clickbait and conversion rates, stop guessing. There are so many tools out there to help you determine what your audience actually wants to read, you simply have no excuse for creating content that isn’t going to convert somewhere down the line. From services like Mention that help you identify who is talking about you (so you can stalk them and see what they are interested in and what questions they have you can answer) to Alexa (which makes content opportunities easy to identify).

Pro tip: If you can delegate this, do it. The research phase is crucial, but often times with a proper outline, you can outsource parts of it to a capable assistant.

2. Cut it down to the minimum

What is the least you need to communicate with this landing page? The least information you need to get from someone to serve them, the least information they need to know if this thing is for them?

From mining google analytics to keyword research to message matching, identify what someone needs to know to convert to customer. What’s the feeling your product gives them? What’s the problem you solve?

How simple can you possibly make the process of getting what you have to offer? Remove all the barriers stopping your customer from making a decision.

A great way to do this is by following the MVP (minimum viable page) model. This will give you a perfect place to start creating variations of your page from when you begin testing.

3. Identify what resonates

What your audience wants to hear about shouldn’t be a mystery.

Take the words right out of your customer’s mouth. What are they saying about your product (even if it is not how you would talk about it)? Let them write your copy for you. Hack the process, and get results faster.

Pro tip: Give them a free trial or sample, and they’ll be more than happy to.

4. Put it all together

You’re a natural at this part. Just write. You’ve done all of this research, now it’s time to let it go. Do your thing, then implement your edits later.

5. Learn and implement the basics of A/B testing

The savviest of marketers know that to be truly effective, they have to be data-driven. That said, math isn’t the forte of most marketers I know. That’s why we put together this ultra-easy-to-follow course, “What is A/B Testing?”

Don’t be intimidated by the numbers. Using A/B testing will help you further define precisely what it is your audience responds to – and that is incredibly valuable information. Remember, with great power comes great responsibility. Get the data you need to create your most compelling content ever.

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