Your landing page is arguably the single most important page on your company’s website? Why? Because a well-crafted landing page – one that truly engages a customer – is what drives most of the conversions on your site. The landing page is where customers “land” when they click on your search page listing or PPC ad; essentially. It’s like a business card and ad all rolled into one. It’s your one chance to build trust, gain confidence and assure your site visitors that your product or service can make their lives easier, better, brighter. Get it right, and you’ll increase the likelihood they’ll stick around and visit the rest of your site – and quite probably become customers; get it wrong and your bounce rate will skyrocket.
What’s in it for me?
That’s the question your visitors are going to be asking. After all, if they’re looking for a product or service, they have a need, and they want to see how what you’re offering will meet that need or even exceed it. Your aim in creating an effective landing page lies in first recognizing that need and then clearly demonstrating how your company can fill it.
For some, that means creating concise and engaging written copy; for others, it may mean embedding a video (be careful, videos can slow page load times for some visitors, making visiting your site a frustrating experience). For smart companies, it means trying out different landing pages and analyzing data to determine which approach is most effective. And that brings us to …
Adding landing pages for specific targets
If you have a PPC campaign or you interact via multiple social platforms or through guest blogging, you may want to create landing pages geared to different audiences to track your campaigns and to provide information targeted to a specific group. Having different landing pages for different PPC campaigns, for instance, can provide you with a lot of useful tracking information that can help you custom tailor your campaign, and it also helps you emphasize elements that may be of particular interest to the customers who click on a certain ad.
Yes, landing pages play a critical role in your online marketing campaign, and ignoring them or failing to recognize their importance can cost you big time. If you feel you’re not up to the task, hiring a marketing company or copywriter to get it right is an investment that makes sense – for your website and your overall bottom line.