Landing pages are a way to instantly connect with visitors to your website, significantly increasing the likely-hood they will end up purchasing from you (or do whatever your websites intended goal is).
In certain forms of online marketing, such as pay per click or buying adverts on other sites, you can control the pages on your site to which your visitors are first taken. Quite simply, the more relevant your page, the more likely you are to retain your visitors attention.
They say (whoever “they” are) that you have around 3 seconds to convince a visitor your site is worthy of attention before that visitor hits the dreaded “back” button. Don’t make people work hard to give you their custom! Take them to a relevant page at your first opportunity.
All too often I click on an advert (in Google for instance) after a key-phrase search and arrive at a seemingly unrelated page. It’s possible the site I arrive at will provide the product/service I am after, but it’s more probable that I’ll just exit the site at this point.
If a visitor has already told you what they are looking for, by way of a key-phrase search in Google, or a specific offer on an advert, and you still send them to a less relevant page on your website then quite frankly you are being lazy and deserve probably deserved a bounce (a bounce is when somebody finds your website but then exits before viewing another page).
So a landing page is a page on your website specifically designed to capture the attention of your visitor and guide them through to the product or service they want to buy.
When you create a landing page for key-phrase based advertising…put the key-phrase in at the top of the page as a headline (this tells people they are in the right place instantly). Then below this headline put all the products or services you provide that relate to this key-phrase.
The same goes for an online advert. If you are advertising a particular product or price point…link through to a page on your site that concentrates almost entirely on this offer. Make the offer the headline on the page.
I can recall innumerate instances where landing pages have increased the performance of my online advertising by over 300%. If you are spending £100, £1,000 or £10,000 on your marketing, that’s a hell of an improvement.
This is such an easy tactic, it’s relevant for your customers, it’s profitable for you and it’s likely to be incredibly cheap to implement. So why doesn’t everyone do it? Probably because they haven’t thought of it…but now you have, so no excuses!
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