When a visitor clicks through and arrives at your landing page, effective content marketing becomes the key to your website conversion rate optimisation.
Before you can get to work on these potential customers, you need to grab their attention, and to do so in a way that ties in with their reason for instigating the search which has led to your website.
Arriving at your landing page is a new experience for these visitors, and they might not yet be convinced that they have reached a place they truly want to spend their time visiting. As with the first few pages of a paperback, or the first few minutes of a film, your first task is to hook them – except you need to achieve this much more quickly. Then your detailed content can reel them in to make that purchase, or contact you.
To achieve this "hook", look to use their reason for visiting and express it quickly in a captivating way. There are a variety of powerful phrases that can help you to achieve this. Suppose, for example, that your product or service solves a problem. In such circumstances, you might use phrases such as: "at last, a solution to…" or "introducing a new way to…" or "discover how to…".
Another possible reason for visiting your website might be to avoid an event or outcome that the searcher doesn't want to happen. In this instance, phrases such as "how to make sure you don't…" or "a breakthrough in avoiding…" or "advice from experts in xxx avoidance" quickly shows your site as a place to help them avert an unwanted situation.
The above are simply a couple of examples. There are a wide range of other reasons why people might click through to your landing pages. Once you have clearly identified these, the aim should then be to present them using powerful attention-grabbers, allowing you to take visitors deep into your web content. You might use a vital question, offer professional advice, suggest a breakthrough, invite them to make a discovery and the like.
The key, in this process, is to quickly engage the visitor's brain by tying your content to what is in their mind as they make the search. In this way, you'll be much more likely to have them spend time at your website, and to take the action you wish.