Keep your Landing Pages up to date

Keep your landing pages up to date or your conversion rates will drop!

Twice in the last week I’ve had clients ask me why their conversion rates where suffering and both causes were almost identical.

• In one case the changes made to the Pay Per Click ad copy did not match the landing pages at all. They just weren’t relevant to the ads at all. Prospective clients must have been completely confused and were clicking away in droves.
• In the second case changes had been made to the product landing pages but the ads were still pushing clients to them without any changes to the ad copy.  Same result as above, complete confusion and abandonment.

SEO / SEM is an ongoing process and a marketing mindset, not an independent process. To maintain those hard-earned conversion rates you need to continually tweak your site, its pages, and make sure that they are aligned with your off-page marketing initiative.

Set up regular site audits and make sure you stick to it. If something has changed, make sure its not affecting your results. If your website analytics program doesn’t alert you to a problem, the audit should.