Does your business have a landing page? We’re not talking about your website’s home page as a landing page is different and serves a unique function. A landing page is simple a web page that you send traffic to after a person clicks on a QR code, a tweet or email URL. Landing pages are important for many reasons, but first and foremost, because they provide the first impression of your business to prospective customers. Need more convincing? Here are a few reasons landing pages can be the best marketing tactic you use.
Customize Search Results
By using a landing page, you can direct paid search to specific topics. For example, if John Customer searches for a bike repair shop in Seattle, Wa. (and that is your business and location), the landing page of your store can be customized to take John not only to the website, but to the topic and location he’s searching for. This type of customization is more likely to keep a person on your website than clicking back to the search results.
You have only a few seconds to get the visitor’s attention and keep her on your website. The landing page is a critical way to engage and promote your business brand. You want to create a page that tells your story visually and creatively. If what your brand does is not clear within the first five seconds, you may not see the visitor again.
A landing page not only helps brand your website, but it is also trackable. The analytics derived from the landing page are some of the most valuable ways to determine who is visiting your website, where the traffic is coming from, and how long each person is engaging on the website. This data will also help you as you create future landing pages.
Google generates a Quality Score for every search link. It estimates how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that Google thinks your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. It can also mean the difference between paying $1 vs. $10 per click. A quality landing page that gives the searcher what he wants will increase your Quality Score quite a bit.
Creating a landing page is easy and you don’t need a full-time web designer or programmer to set it up for you. There are several companies — Premise by Copyblogger Media, UnBounce, and I-on Interactive — that create the landing page for you. These businesses also help with analytics and placement. Landing pages can be a critical part of your marketing efforts. Start promoting your business with even more strategy by implementing landing pages today.