We’ve met with many clients and prospects who had been running extensive search marketing campaigns but weren’t using landing pages.
This is a huge mistake. And a costly one.
First, let’s clarify exactly what a landing page is. In the simplest of terms, a landing page is a page a person “lands” on when they click a link. The problem with this definition is that it describes virtually any page in the Internet universe.
It also creates confusion. For example, we may ask a business owner if they’ve been using a landing page for their search campaign, and they’ll say “yes.” But they’re referring to the home page of the company website, a product page, or a contact page – and those aren’t landing pages.
From a marketing perspective, a landing page is a distinctive, standalone web page designed to persuade the visitor to perform a certain action in order to achieve a single business objective.
Landing pages typically include contact information and some type of registration form for collecting user data. You may have a form on various pages of your website, but the rest of the content on those pages is focused on other things.
Unlike other more generic pages of your website, a landing page is optimized for very specific keywords – the ones you’re paying for.
A landing page also enables you to clearly and powerfully explain why the visitor should provide their name, email address or any other pertinent information, and how the visitor will benefit by doing so.
Will they receive a free download? A coupon or gift? A subscription to a blog or newsletter loaded with valuable information? Will they be entered into a contest?
For ecommerce, a landing page is usually designed to get the visitor to click through to another page where a visitor can actually make a purchase. In this case, the landing page allows you to make a focused sales pitch and increase conversions.
Whether you want to collect user data or sell a product, a dedicated, optimized landing page allows you to completely focus on getting the visitor to take one very specific action.
Generally speaking, the goal of organic search engine optimization (SEO) is to increase website traffic and build brand awareness by making it easier for people to find your website online.
With paid search engine marketing (SEM), there is no “generally speaking.” Paid search is directly tied to lead generation and sales. At least it should be.
If the goal of your paid search campaign is to simply increase traffic, you won’t see any return on your investment unless people pay big bucks to advertise on your website.
Just like every search campaign should be developed with a specific goal in mind, a corresponding landing page should be created for the sole purpose of delivering that result.
If you need help developing an effective search strategy, or you want to find out how your business or organization can benefit from search marketing, call 732-229-7100 or email firstname.lastname@example.org to schedule a free consultation.