When working with an online marketing firm, you’ll hear a lot about landing pages. Why aren’t they just called website pages?
We call them landing pages because it’s a more definitive way to convey the purpose. Someone may land on the page you told him to visit. Maybe you can secure a link from another website and point it to a particular page. Maybe you should buy some ads through Google and designate a page that you hope is persuasive enough to generate a lead or a sale.
It’s unlikely that any page on a website will be as compelling as the next. Sure, you can add your phone number on every page. Or, sometimes you may see a response form throughout the website.
But a landing page in the strictest sense has a very limited role. Its job, if designed well, is to convince someone to do something. Many companies make the mistake of designing a website and then driving traffic to a page without adapting the page to achieve established objectives. In other words, the page should be designed to accomplish a very specific goal. In some cases, you may not even want the navigation to appear. If you just bought an ad on Google and someone clicks to a page, maybe he should be making a phone call for filling out a form based on that page information. He shouldn’t have to wander around a website to make a decision.
Some executives I’ve spoken with seem concerned that they will pay for clicks and connect with searchers through the page only to have many of the new visitors abandon the page and move on. It seems like a waste of money to them. The truth is, if you get 100 visitors to a page, and 10 of them do something, that’s pretty successful. What’s your website marketing strategy?