La La Landing Pages and Super SEO

A landing page is simply the first page that pops up when a user accesses your platform (website or application) on the internet, whether via a browser or native application. Eventually, it is the first page that your users will “land on” after clicking through on a digital marketing or social media links and calls-to-action. But hold onto your entrepreneurial horses’ compadre, we must first design the stable before we go out corralling for customers. The landing page is an essential component of any well-crafted, effective, inbound growth strategy. First impressions do count, as there is no refresh button when it comes to a user’s initial perception. The idea is to convert as many visitors as possible into leads and as many leads as possible into eventual paying customers or loyal Daily/Monthly Active Users (DAU/MAUs) that would generate plenty of lucrative Big Data.

Landing pages are oxymoronic in that they must be both catchy and simple. As with minimalistic architecture, your goal should always be to eliminate as many distractions as possible, but still be pleasing to the eye and fulfilling to the soul, especially since your platform must have multiple landing pages as all great landing pages should target a specific customer or (since you are now an expert) psychographic profile. However, all landing pages must align to your company’s branding, imagery and positioning. The user should be greeted with a relevant welcome message, memorable or attention-grabbing headline, image or video. A great way to check if your landing page is snappy enough is the ‘Blink Test’ — i.e. will your visitor know what your company is offering, why you and only you are the best at offering it, and why it’s valuable to them in a blink of the eye (under five seconds)? To use another digital technology term, the landing page should be glanceable, where all the relating to information on an electronic screen should be understood quickly or at a glance.

A landing page can either have a call to action, for example, allowing your visitors to download more content/tech or a simple sign up form for future offers; this is called a Lead Capture Form (LCF). For most digital companies, the LCF and more importantly its length is the most crucial element of the landing page. Designing the optimal form is important as you need to collect as much information as is relevant to your core service while not losing your customer to a lengthy mind-numbing form filling process. Some digital platforms might only require a simple form that asks for a user’s name and email address. Other’s might require a phone number in order to send an OTP (One Time Password or Pin) for added security. The goal of the LCF is to try and sort the different visitors into actionable leads for your sales staff or loyal users that your customer service or development teams can interact with.

Another important consideration is the type of copy (text) that is on your call-to-action button that is usually at the bottom of the landing page and directs your visitors to take the desired action. That’s why words like “Submit” or “Register” are not only boring but they are in their nature too vague. Founders need to be specific, by using actionable words and phrases such as “Access Your Wellness Profile Immediately” or “Download Your Diabetes Shield Now” or “Sign Up for Free Access.” Remember, it’s not the steak that sells, it’s the sizzle!

Speaking of sizzle, another common technique to jazz up your landing pages is to showcase “Social Proof.” This can be a bit tricky in health care as we have to be concerned with the Health Insurance Portability and Accountability Act (HIPAA), however getting patients permission or including actual user’s first name only or blocking out their eyes in a picture from their featured testimonials is a great way to convert other visitors into users. Beyond user testimonials, digital (health) companies, especially those focused on the enterprise or B2B business models, can use case studies, whereby their innovative technology solution provided Hospital X with Y% of savings over the course of Z months. Another two less effective forms of social proof include embedded social media posts as well as download or user visit counters.

As with any technical development, optimizing your landing page is an ongoing process. Knowing where your users click and how long they spend on each screen will allow you to tailor your landing page to their needs. To do this, there are a variety of “heat-mapping” techniques that founders must employ.

Remember those landing pages we talked about. Well, each time you publish a new landing page, you are adding one more indexed page to your website. The more indexed pages you have the higher your ranking on search engines which would drive more traffic to your website or application via what's known as organic search i.e. users searching for generic terms such as “diabetes type II.” This is why you have to design landing pages that are “search-friendly” or “SEO friendly.” To do this, you must optimize the title, headlines, Uniform Resource Locators (URLs) — you know, that words that come after the http://www.yourcompanyname.com/index.html/, with target “Key Words.”

Avoid the temptation, don’t use spammy ways to speed up the process (automated software like RankerX, GSA SER and ScrapeBox; link wheels; PBNs; hacking domains; provides instructions to create spam or spin content), but it only works in the short-term. Remember, scaling your venture is a marathon, not a sprint.

Start your SEO journey, by getting your landing page to rank highly for one keyword that isn’t your brand or company name. Ideally, use long-tail keywords i.e. something very exact, intention-driven keywords with lower competition e.g. Rhinoplasty. This is usually the easy part, especially in healthcare-focused ventures. Next, plug each keyword into keyword generator services such as UberSuggest to come up with at least 1500 keywords. You can then export those 1500 keywords to the Google Keyword Planner to come up with estimates on future traffic level. Next, you should search for those keywords with the SEOquake browser plug-in installed to analyze the true keyword difficulty. Eliminate the most competitive ones and keep at least five or 10 keywords (depending on your budget) that will bring in the highest traffic. Next, you must search for a SEO checklist and make sure your landing page is optimized accordingly. Finally, founders must build links to their landing pages using the profiles and status pages of all the startups social sites including Twitter, Instagram, Github, YouTube, Medium, Wordpress, Blog, Tumblr, Facebook.

Another cool tool, to use is Buzzbundle which helps entrepreneurs engage in conversations about your keywords across almost all platforms. Remember to be contextual and to ultimately bring value; only mention your product if it makes sense. As with any normal humanoid, conversation…it is important to make comments that are personal, rather than just spewing out automated spam.

Quality Time, baby, quality time.

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