A landing page is an online marketing technique that could do wonders for your business. Essentially, a landing page is the first page a user comes to when visiting your website. Most commonly this is your homepage. But you can do more than this. What if you have a special offer you want to inform potential customers about? Do you have a sale on? Or is there something you just want to tell the world about? Don’t put it on your homepage that is already chock-full with other information. Create an individual landing page – it will be more effective and is guaranteed to get your message across quickly and directly.
The most important part of a landing page is to sell and tell. Keywords are crucial here as search engines will pick them up and as a result, will bring people to your page. Typing in a company’s name will most likely bring you to their homepage. If this company has a special offer on and they have made a separate landing page, by using relevant keywords in a search engine the user could come across this page, by-passing the homepage which is irrelevant for the time being. Another nifty feature of the landing page is that it works in conjunction with e-newsletters really smoothly. Have an advertisement in your e-newsletter? Link it to an individual landing page that is exciting and has more information for your customer. This saves the customer time – they want to know immediately more details about the advertisement and they don’t want to search through a whole website to find it. People like their information fast and pain-free. It’s an old cliché, but time really is money.
Landing pages also work in the offline world. Do you really want to be in an interview with a potential client and telling them, “Well go to our homepage, click on about us, then scroll down to specials, click on it and then scroll through all our offers…” What you’re telling them to do is confusing and it’s not easy to remember. With a landing page you could make the process so much easier. Instead of giving them a list of steps to go through, it sounds a lot more professional (and easier) just to say, “You can check out our latest offers by logging on to www.yourwebsite.com.au/offers”. Of course you should make your landing page the best it can be before you tell others to visit it. Design principles still apply here. no clutter and easy navigation is of primary importance, especially on a landing page. The landing page should also be engaging, simple yet informative. They should also link back to the homepage, just in case your visitors want to find out more information about you and your business before they decide to act. By doing this, you’re making your potential clients’ and customers’ lives a lot easier, and they will appreciate that – no doubt, this is good for business.
If you utilise them to their full potential, landing pages can land you business. Don’t be one of those businesses that have to direct their clients to their home pages for further information. Get your website tailor-made so it has the best possible accessibility and usability. Have well thought out landing pages around your site that make great links both online and offline. It will make you look more professional and will get you more visitors to your site, and that means more business.
Louise Meers is a part-time copywriter and media advisor for Bergan Blue, an Australian based business focused on bridging the gap between the online world of the Internet and the offline world of marketing. For more information, please visit www.berganblue.com.au.
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