This article originally appeared on the Spectrum blog.
These four steps revolve around four crucial words: optimize your landing pages.
Landing pages, whether they're a product of your SEO or PPC efforts, deserve a great deal of attention and consideration. Their purpose, after all, is to sell potential customers.
If prospects leave the landing page you directed them to, they're most likely gone for good.
Luckily, we've created a list of steps that will help you create compelling, clear, irresistible landing pages for your business:
1. Optimize your page titles
When someone performs a search on Google or Bing, the search engine will try to match the keywords in the search with the title of a page.
This fact makes page titles extremely important.
Keep your page titles short and concise to ensure they are indexed correctly. Also, be sure to keep them relevant to the service or product you're offering.
2. Don't disregard your URLs
To increase the chances that your website will be found in a search, keep your URLs to 65 characters (this is usually the digit search engines like to see). Also, don't forget to include the main keywords you want to be found for in those first 65 characters.
3. Keep your visitors interested
How do you maintain people's attention on the Internet? Start with rich, well-written information and supplement it with clear, beautiful pictures. Ultimately, you have to find a balance between content and aesthetics -- put some emotional appeal behind your landing pages. Also try presenting links to:
Customer reviews and product description
Query and feedback forms
Social media profiles
You know, the good stuff.
4. Optimize your images
Every video and every image has a file name. By changing (optimizing) this file name and saturating it with relevant keywords, you'll be making it much easier for search engines to find your website.
High-quality images that are interesting, stimulating and intriguing will also help convert your visitors.