WebProNews

Michael Mattis has nine hints about landing page optimization that should make the lives of site publishers a little easier. Does your landing page experience match the search experience a searcher encountered? Is your landing page part of your site, or a stand-alone page that doesn't engender trust in the visitor?

Mattis wanted to help, and offered suggestions on the Yahoo Search Marketing blog. He's provided a list for site publishers that emphasizes a simple, direct approach to presenting information.

Staying on target and cutting clutter don't have to yield a boring site. Mattis recommended complementing a site's offerings with tips and suggestions, which can yield cross-selling opportunities.

Likewise, a little interactivity can be a good thing. Unless you're director of programming at someplace like Shockwave or AddictingGames, too much interactivity can detract from the marketing message.

Some publishers will disagree with his final suggestion regarding calls to action. Mattis said 'Submit' and 'Buy Now' may put some people off, but conventional thinking seems to indicate those phrases work well.

Site publishers may want to try the milder call to action Mattis recommended, just to see if it has an impact on conversions. It can always be changed later.