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5 Surprising Boo-Boos That Mess with Your Landing Page Conversion Rates

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5 Surprising Boo-Boos That Mess with Your Landing Page Conversion Rates


What are some of your main goals when you craft stellar SEO copy?

I can think of three big ones:

  1. Higher rankings!
  2. Significantly more site visitors!
  3. Boosted brand awareness!

Yes! These are all good things, but…

What happens if your content does its SEO job and people flock to your page – yet, your page conversions fall flat, and people don’t take action?

Ouch.

Believe it or not, this situation can be pretty common – and it is fixable. Here are five simple things to check:

Is the main call to action (CTA) clear?

What immediate action do you want people to take while visiting your page? Make a purchase? Contact you? Sign up for your newsletter? Put your main CTA front and center and make it easy to see and take action. If your primary CTA is hard to find, your readers may feel overwhelmed and do…nothing.

Except for bouncing out of your page and scooting over to your competitor.

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I’ve worked with a few companies that felt frustrated people weren’t signing up for their newsletter. It turns out the companies didn’t have a “subscribe” CTA anywhere on the page. Instead, the “subscribe” link was buried in a footer link. Is it any surprise that people weren’t signing up?

Is your “contact us” form asking for too much information?

I’ve seen companies create “contact us” forms that required the respondent to list the company’s annual revenue, the company’s approximate budget, and the number of employees – plus a bunch of other data. I’m sure the form provided fantastic data for the sales department. But that’s all information that can be asked during a follow-up call or email. Not during the first interaction.

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According to HubSpot, “…marketers need to review their sales and lead generation goals and balance how much information they absolutely need from their prospects vs. how much information their prospects will actually provide on a first form.” Just because you WANT to ask 50 in-depth questions right away doesn’t mean that you should.

Keep your forms simple and easy to use. You can uncover the additional information later.

Is the form working?

Technical boo-boos can be an embarrassing issue and one that I’ve personally experienced.

After settling back in from a vacation, I realized I hadn’t gotten any email leads – or even spammy messages – for a couple of weeks. At first, I wrote it off to things being a “slower time of year.” Then, I started to worry that my content was wrong, and it was no longer converting.

I was fully prepared to rewrite the content from scratch and figure out where things went wrong, when…

…I happened to check the back-end of my site where all the original lead messages are stored. And guess what? It turns out that my content was converting, and the lead form was capturing the data. However, the messages weren’t getting forwarded — so I had about three weeks of lead emails to sort through (which wasn’t a bad thing — everyone was cool and completely understood!).

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It wasn’t an algorithm update or old content that messed me up. It was a simple technical glitch.

My advice if things get oddly quiet? Double-check for technical glitches and review all forms and autoresponders. You never know the “surprises” you’ll find.

See also  LinkedIn Lists This Year's Top 25 Marketing & Advertising Companies

Are you expecting an informational page to sell products or services?

I talk to B2B clients about this all the time.

Matching your CTA to your user’s search intent is crucial. Your “what are widgets” information page may position top-10 and drive scads of traffic. But, these folks are looking for information – not to make a purchase. A big BUY NOW button on an information page will probably get ignored.

That doesn’t mean that informational pages aren’t worth it. You can maximize informational content’s power by focusing on non-sales CTAs – like signing up for your newsletter, checking out a more detailed blog post, or downloading a white paper. And yes, you can link to a sales page from an informational content page — you just may not see an immediate sale.

Is the writing older and slightly off-brand?

A site’s brand voice evolves — and a sales page that reads perfectly in 2018 may not read the same today. Sometimes, it’s because your target audience needs to see different benefit statements. Sometimes, it’s because you’ve slightly altered your brand voice — so the older sales page may feel slightly out of date.

It happens.

If your page conversions have gone stale, why not take the opportunity to rewrite the page and see how you can make it better than before? Yes, it’s scary to rewrite an already-positioning page. But, it’s terrifying to have a top-positioning sales page that doesn’t make you money.

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Here’s more information about determining if it’s time to refresh your B2B messaging.

What do you think?

What else would you review if the conversions aren’t clicking? Head over to the SEO Writing Tips group and let me know!

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LinkedIn Lists This Year’s Top 25 Marketing & Advertising Companies

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LinkedIn Lists This Year's Top 25 Marketing & Advertising Companies

LinkedIn lists the top 25 companies in the marketing and advertising industry in a new report that could be a valuable resource for job seekers.

The report aims to highlight the ‘best workplaces to grow a career’ in 2022.

Companies are chosen based on a methodology that looks at LinkedIn data across seven pillars:

  • Ability to advance
  • Skills growth
  • Company stability
  • External opportunity
  • Company affinity
  • Gender diversity
  • Educational background

LinkedIn’s data illustrates the demand for professionals with experience in search engine optimization. Within the top 10, there are three companies where the most notable skills are related to SEO.

In this article I’ll highlight the most relevant data for search marketers, followed by a skimmable list of all the top 25 companies.

Top Companies For People With SEO Skills

LinkedIn’s list of top 25 companies in marketing and advertising includes three that are top employers for SEO-related jobs.

At number two on the list, the most notable skills of workers at Merkle include web analytics, Google Data Studio, and PPC advertising.

Power Digital Marketing, at number six on the list, hires a notable number of search engine optimization specialists.

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SEO, Google Analytics, and social media marketing are the most notable skills among employees at Publicis Health, which is number 10 on the list. Search Engine Marketing Analyst is also the most common job title.

As LinkedIn’s report only includes companies with at least 500 employees, this list excludes smaller firms that may be considered top workplaces for SEOs.

LinkedIn’s Top 25 Companies In Marketing & Advertising

Below is the complete list of companies LinkedIn recognizes as the top workplaces in the marketing and advertising industry. It’s listed by company name followed by most common job titles.

  1. Havas Media Group: Media Planner, Media Supervisor, Investment Associate
  2. Merkle: Search Engine Marketing Analyst, Account Manager, Senior Analyst
  3. VMLY&R: Creative Director, Engagement Director, Account Manager
  4. Criteo: Account Strategist, Account Executive, Software Engineer
  5. Spark Foundry: Media Associate, Strategy Associate, Senior Analyst
  6. Power Digital: Marketing Strategist, Account Manager, Search Engine Optimization Specialist
  7. Quotient Technology: Customer Success Manager, Campaign Manager, Sales Director
  8. PHD: Strategy Supervisor, Media Strategist, Associate Media Director
  9. Digitas Art: Account Executive, Art Director, Producer
  10. Publicis Health: Search Engine Marketing Analyst, Account Manager, Pharmaceutical Sales Representative
  11. Area 23: Account Supervisor, Producer, Associate Creative Director
  12. RPA: Account Coordinator, Account Executive, Media Planner
  13. Intouch Solutions: Account Manager, Project Manager, Marketing Coordinator
  14. Digitas North America: Data Analyst, Account Manager, Art Director
  15. Horizon Media: Brand Strategist, Digital Media Planner, Strategy Supervisor
  16. Spectrum Reach: Account Executive, Account Planner, Local Sales Manager
  17. Ogilvy: Account Executive, Art Director, Copywriter
  18. Octagon: Account Executive, Event Specialist, Group Director
  19. McCann Workgroup: Account Executive, Art Director, Copywriter
  20. Starcom: Media Associate, Senior Analyst, Strategy Supervisor
  21. Saatchi & Saatchi: Account Executive, Art Director, Copywriter
  22. Walmart Connect: Partnerships Manager, Campaign Manager, Account Manager
  23. WPP: Researcher, Executive Assistant, Information Technology Operation Manager
  24. 360i: Media Manager, Account Manager, Art Director
  25. DDB: Account Executive, Art Director, Copywriter
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LinkedIn notes nearly all of the above companies are hiring. For more information, including links to available job openings, see the full blog post.


Featured Image: Tada Images/Shutterstock

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