Landing Pages Why Bother?
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Target The Landing Now, just to be clear, it can be said that any page on your site could well be considered a landing page. Every page should, in reality, be optimized to funnel your prospect along a path that you have designated. One that will result in the completion of your goal. But the question need be, is your home page a continuation of the ad copy or banner that was clicked to arrive here. Sometimes, perhaps - but not always.In clicking your PPC ad, banner, text ad, or even a link in an email message, the prospect has initiated some sort of relationship with you. Your landing page should be constructed to acknowledge this and provide additional information - benefits/features, and a clear path to the next step. Don't let your great marketing copy go to waste . . .In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines. In pay per click (PPC) campaigns, the landing page will also be customized to measure the effectiveness of different advertisements. By adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates. Anything referred to as a landing page is intended to maximize conversion of visitors to this page to a particular marketing outcome - sale, lead or branding. You've paid for this visitor to be on your site. You don't want them randomly browsing anywhere the whim might lead them. You want them to respond to your specific offer! Once you embark on search engine pay per click you are spending your all important marketing dollars. It makes sense that when you are spending money for that visit, YOU control the outcome as much as possible. Enter the Landing Page. If you can dictate the landing page, then you can put specific content on this page that encourages the visitor to do what you want them to do. You can custom-design the landing page to fit with the goals of whatever advertising or marketing effort got the visitor to land there in the first place. The bottom line? When you send the reader to a landing page, you're in control. You can and should dictate a custom targeted landing page for pay per click campaigns. Custom landing pages for different promotions or communications can make an astonishing difference to results. So they're a critical tool for you. Choosing and designing a suitable landing page simply gets more people to take the desired action. Of course, the big issue is how you actually use and design landing pages to elicit that desired action, whether it be a click, a purchase, a download, a read, or whatever.
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When your users arrive at your web site by clicking the link from a natural search result they have the potential to arrive on any page of your site. When they get there they are in control of how they navigate your site, what information they consume, and how they leave. You've done the best you can to put what you feel is the most important information on the pages most relevant to that information, but the bottom line is - it is in the hands of the visitor as to whether they click on that link, or read that paragraph, or discover that phone number.
