So what is a landing page? Why do I need it? I know you heard the a lot of buzz about landing pages and their use in advertizement and PPC campaigns. So let’s try to answer those questions now.
Picture this scenario: You’re doing an online search for flights to New York, and see an ad for promotional deals to New York. Perfect. So you click on the link, but end up on a website where you can’t see details for the promotion, and there’s no contact form for you to fill out. What would you do? Go back to your search results and click on another link right?
A good landing page prevents that from happening. It ensures that visitors land on the page that directly relates to the ad they clicked on, and prompts them into taking action.
It’s very different to other pages on a website. A home page, for example, will give lots of details about a service or product, perhaps even testimonials, but it’s very passive and doesn’t require visitors to take any action. The landing page is the page where visitors actively engage with a website’s offerings, and are are converted into leads and future consumers. Here, they’ll be required to either fill out forms, register for a service, join a mailing list, or buy something, download software, participate in a survey etc…A call to action.
Does my ad campaign need a landing page?
Most certainly. If you’re running a PPC campaign, you’ll be paying for every click on an ad that drives visitors to your website. So your first priority is to ensure that the web page that appears in response to these clicks will convert visitors into sales or leads. If not, your ad campaign will not be very effective and you will have wasted your money.
Even if you’re driving traffic to your website through links on an email, a blog, or social media sites, you will still need a landing page that will capture visitor information and convert them into leads.
What makes a good landing page?
• Headlines must be consistent with, and directly related to, the content in the ad message that visitors click on.
• Use a strong call to action – it’s crucial that visitors know what they have to do once they’ve read the headlines. When Mozilla Firefox changed their call to action from ‘Try Firefox 3’ to ‘Download Now – Free!’ they experienced an increase in downloads by over 5%
• Keep visitors engaged by using images and video that relates to your copy.
But my website has more than 1 service…
That’s fine! There’s no rule that says you can’t have more than one landing page. Just remember that each one has to correspond to a specific action. If people click on a link to purchase a specific product, they must land on a different page to people who clicked on a link to earn extra cash by doing product reviews.
The beauty of landing pages is that both groups of people will still have the option to sign up for your newsletter, and receive promotional emails, thus generating more leads for your business.
Always remember that people clicked on a link to your website because they saw something that interests them. Keep testing to ensure this interest is being converted into leads, and that your ad campaigns and landing pages are working in synergy with each other
Ruslan Bershtein, CEO. T&T Web services.