Landing Pages that Make Search Marketers Successful [VIDEO]

The folks at SEMRush hosted The Conversion Scientist for an entertaining hour on how to design search landing pages.
It was fun and educational, and if you missed it you can see the entire thing right here.

Hosted by SEMRush’s David Black, we covered the key components of a landing page that supports search traffic.

Two Jobs of a Search Landing Page

There are two jobs of a landing page that supports traffic from search ads:

1. Keep the promise made in the search ad.
2. Get the visitor to make a choice.

Thus, a search landing page must be tailored for the ad that is driving the traffic.
If you don’t know the promise that is driving traffic to the page you are creating, then you are not building a landing page. You’re building something else.
If your page needs anything other than content to make a visitor want to make a choice and take action, you’re probably not building a landing page. Each landing page needs all of five components.

Offer

Keeps the promise and gives the visitor a reason to act.

Form

Provides a way for the visitor to take action, in their interest and in yours.

Trust

A catalyst that helps the visitor feel comfortable and confident taking action.

Proof

Another catalyst that supports the offer and the entire value proposition.

Image

Helps the visitor imagine themselves taking action on the site by “seening” the product.
When you combine all of these elements together, you get a high-converting search landing page that is ready to be testing to improve performance even more.

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Brian Massey

Conversion Scientist™ at Conversion Sciences

Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.

Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship

Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more

Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices

As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast

Education: Texas A&M University, BS Computer Science and Management

Latest posts by Brian Massey (see all)

• Creating a Landing Page that Converts: 6 Essential Elements [Infographic] - December 4, 2024
• Confirmation Bias: What It Is and How It’s Hurting Your Website Conversions - August 20, 2024
• The Conversion Optimization Process for High Converting Websites - August 20, 2024