Search engines evaluate landing pages based on their relevancy, trustworthiness, ease of use, and reliability.
Landing pages play a significant role in converting website visitors to customers. As such, marketers should maintain consistency across the brand landing page and the ad copies. The call to action (CTA), value propositions and keywords should be consistent to rank better for relevancy on the landing page and ads.
Ensuring grammatical and factual accuracy on the landing page is also essential, as it can help build trust with visitors. Websites can further amplify trustworthiness by regularly fact-checking and adding customer reviews or testimonials.
Making sure that the page is optimised for desktop and mobile users is crucial for ease of use and reliability. Brands can further refine the user experience by using prominent CTA buttons and optimising images to speed up page load time.
[9 minute read]