Understanding The Power Of Landing Pages
What is a landing page?
Landing pages are the destination a user reaches when they click on a search engine optimized search result or pop-up ad. These pages are trying to get the user to do something, whether it is fill out a form, buy a widget or purchase a product. By stripping out the navigation and other visual clutter on the page, the page is solely focused on making the user perform an action.
Why should I have a landing page?
Landing pages are focused and measurable efforts to encourage user interaction. The client will be able to directly measure how many people interact with their SEO or pop-up ads by tracking the views of this particular page. The client is more likely to get a return on their social media marketing investment, because the user knows exactly what they are supposed to do when they get to the landing page. All of the other information on the page will enhance the reasons why the user should perform the intended action.
Landing Page vs. Other Website Pages
The landing page (top) has:
- A clear call to action- complete the form for a free design consultation
- No distracting navigation or unnecessary added content
- A picture and description of Keith, a familiar face to users
- Incentive to fill out the form and be entered in a contest to win a $25 gift card
- Proof of the quality of the company by showing that they have won awards and including a satisfied customer testimonial
If the user was sent to the homepage (bottom) when they clicked on a pop-up ad, they would not have a clear idea of what to do. By utilizing a landing page, the client is able to promote a particular action in a directly measurable way.
All clients can benefit from the use of landing pages. These pages will help you get users to complete the targeted tasks you want to spotlight on your website. Along with getting users to interact with your site, you will also be able to easily quantify how many users click your SEO optimized search results or pop-up ads by tracking the views of this particular page.