Sufficient consensus
Landing page optimization aligns headline, proof, form and speed with the traffic source. Message match, load time, mobile layout and a single clear action are the settled elements.
Tests are cheap and the effect is visible within days.
What the result pages leave out
These belong to the subject. People ask about them. They are missing from the agreed coverage.
- The promise in the snippet. Optimization work usually starts below the fold of the landing page and ignores the sentence that brought the visitor there.
- The three questions of orientation. Where am I, what do I get here, is this true and complete. A page that leaves one of them open loses the reader before the offer.
- Arrival state. A visitor from a comparison query arrives in a different state than one from a brand query. Most pages greet both identically.
- What happens after the form. The page is optimized to the submit button. The experience on the other side of it decides whether the lead becomes a customer.
- Honest disqualification. A page that tells the wrong visitor to leave raises the value of everyone who stays.
What people actually want to know
- Does this page keep the promise that was made in the search result?
- What does a first-time reader understand in the first four seconds?
- Which visitors should this page send away?
- What does the person receive after they fill in the form, and how fast?
The landing page is the second half of a sentence. The search result is the first half. They have to agree.
More in digital marketing
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