Lauren Kaye

Industry: B2B software for retail energy provider
Content: Landing page content, blog content
Highlights: Increased organic traffic, higher engagement

Landing pages are essential to the health of your website, but it’s easy to overlook them as part of your ongoing content marketing strategy. Most marketers assume landing pages are educating visitors and driving conversions. But that doesn’t mean they’re reaching their full potential for results.

Has it been too long since you revised your pages to reflect your products or customers’ positions? Are there opportunities you’re missing to drive traffic to your site and convert new prospects?

For one of our customers, the answer was yes.

We updated the company’s landing pages with fresh copy that featured core keywords in a more strategic way. These changes had a very positive impact on the site’s performance. Within a business quarter, the site was getting:

  • Nearly 20 percent more organic traffic

  • 66 new keywords getting search visibility

  • 16 keywords ranking higher in search results

Recognizing the right time for a landing page revamp

The company, which provides software for retail energy providers, was already getting custom content for its website. Brafton’s writers were crafting search-optimized articles about trends and legislation in this field, specifically around forecasting software, demand forecasting and risk management. This piece of the puzzle was proving successful:

  • Blog readership was up 55%

  • Blog readers were engaged and had a 13% lower bounce rate than average visitors

In addition to the written assets, our team was producing infographics and white papers for the website. But no matter how much, or how diverse the content you create, you need great landing pages to extract value from these strategies.The company needed product-specific landing pages that writers could link to in blog posts, which would lead readers toward conversion opportunities. It didn’t have these. Instead, the company had multiple products grouped on the same pages.

When the company was working on a site redesign, our content marketing strategists suggested we create some new content for pages so we could break this information apart.

Here’s what we recommend for landing page updates:

  • Use keywords & SEO best practices: Use a core keyword in the page title and at least once in the content. Also include keywords in meta descriptions, which should be capped at 150 characters to display in SERP snippets.

  • Focused content that drives interest: Landing pages need to be concise (between 300-500 words), and clearly explain what you’re offering and how it solves customers’ problems.

  • Calls to action: You need to have clear CTAs that show people what they’re supposed to do next, what action to take, what they can get from you.

  • Test, test & test some more: 52% of marketers say A/B testing is the most effective way to optimize their pages for conversion success.

Around 80 percent of marketers say their landing page optimization strategies are successful, and they’re using techniques like these to drive traffic and sales.

Next Step: Earn links from external sources

Our client is already seeing the fruits of its labor, as the brand’s search presence grows and brings more visitors to the website. But this is just the start. The next step is to increase the authority of those hot-off-the-press pages by getting them in front of industry influencers and prospective customers. A solid backlink profile will catalyze these initial results and make the company stand out as a leader in the marketplace.

To learn more about landing page best practices, check out these related resources: