What Are Landing Pages and Why Are They Important to YOUR Marketing?
Landing Page Definition:
- any page on your site that a visitor LANDS ON from another referral source or website i.e. Google, Facebook, Banner Ads or email.
- a page on your site that, when optimized, makes your phone, your email inbox and your cash register RING
Your landing pages are your website’s signature pages because, by default, they are the very first page that a person sees. For this reason, you have to be very careful when you design them because you would want your customers to see exactly what they expect when they visit it.
Maintaining the Customers Train of Thought
Too often, a landing page hurts your ability to generate leads more than it helps.
Here is why: The banner ad, email or search result that caused them to click on your link motivated them to visit your site. It also served to FRAME the conversation and set the expectation of what they will receive in return for visiting your site. Your landing page CANNOT deliver mixed or incomplete messages that disrupt that train of thought or confuse the visitor. You want to ensure that your landing page is CONGRUENT with the content preceding it.
Congruence - happens when different pages and their content are in agreement with one another. This is critical to landing page success because without congruence, your visitor hits a landing page that simply confuses them. This results in more costly and/or less effective marketing efforts.
Stop Throwing Away Your Advertising Budget
Our Internet Marketing team loves helping local businesses improve conversions. Regardless of whether you are driving traffic from Yellow Pages, a Living Social ad or simply Facebook, you can and should focus on this all important aspect of the campaign.