Home » Featured, Landing Pages, PPC

The Importance of Landing Pages

1 February 2011 37 Comments

To make your business website as effective as it can be, it should have landing pages specific to what a prospective customer is looking for.

A landing page is dedicated to one thing – serving up exactly what a person is seeking and making it easy for them to obtain what they want.

Landing pages are extremely important if you are running a PPC campaign. When someone clicks on a link they want to be taken to exactly what was promised in the ad, not to your home page.

The PPC landing page should be simpler in design than your other site pages, with fewer options and a distinct “call to action” – meaning a way for them to easily contact you / download /  purchase your product from that page. It should be designed for your PPC campaign, and my advice is to block search engines from it, since you will have other pages you will want to rank in search results.

Landing Page Effectiveness

The Sherpa marketing chart below shows how effective unique landing pages are for websites.

Effectiveness of Website Design, Management, and Optimization Tactics

image

If you are not running a PPC campaign, should you still have landing pages on your site? Definitely! In your link building efforts, such as article marketing, your keyword link should connect to a page on your site that is specifically about the article‘s topic.

Sculpting Your Pages

For instance, let’s say you have a site that sells pet products. If you have written and syndicated an article about dog harnesses, the link should lead directly to a page that is about nothing but dog harnesses. Your visitor should be able to get all the info they need about the product from this page, as well as be able to place an order.

You don’t necessarily have to add more pages to your site to do this. Just make sure that the pages on your website that you lead people to are designed to encourage a prospective buyer to do just that – buy your product. It may mean refining some of the pages on your site or breaking down a page that is covering too many products into separate pages for each distinct product.

imageIn other words, don’t have regular collars and leashes featured along with dog harnesses. This is not to say they should not be able to move on to those products. It’s smart to have a “related products” box in a sidebar, but the main page should be about the harnesses you carry…sizes, colors, styles, along with information on how to put them on a dog and why they may be better than a regular collar for your dog.

Along with helping your sales conversions, it will also help the page rank for dog harnesses, since it’s the focus of the page; there is content about the product, pictures of the product with keywords in the name (i.e. cane-corso-dog-harness.jpg) and of course you have used keywords in your title to help the page rank, as well as carefully written a Meta description to encourage searchers to click to your site.

Review Your Website

Your homework for today is to go through your website and see if you need to break down some of your pages into product specific landing pages. Making changes like this is not usually hard or terribly time consuming – especially if you have a template in place. You do need to spend the necessary time it takes to determine the best keywords to use for your title and H tags, write some great content, and again, create a Meta description that will make searchers want to visit your site.

Your reward will be higher search rankings, more visitors, and higher conversions (sales). Nothing wrong with that!

  • http://www.linknami.com/ Linknami

    Landing pages can make it or break it for your website visitors. Ideally ‘calls to action’ should be on the landing page but not more than 1-3 clicks away from landing pages in order to be effective.

    • http://yellowdiamondringsite.net/ Zilahoney@antique rings

      poor landing page and not related to keyword search can break your site. landing page must be simple and related, not too heavy or it will buffering your site. so visitor will simply click close button if they see complicated landing page.

      • http://twitter.com/nghmatupload hatem mostafa

         http://nghmat.net

        nghmat.net all songs, and Lyrics to free listen and download

        اغاني نغمات

        اغاني مصريه, اغاني خليجيه, اجنبيه, للتحميل والاستماع المباشر مع كلمات كل اغنيه

         

  • http://www.hormonehgh.org STEVE

    Thanks for the great article on landing pages…I guess it’s time to do my homework and break down my pages.

  • http://adiamor.com Sarah Harris

    Thanks for this piece about landing pages. I think they are important, but even more important, something I find terribly annoying when visiting certain sites, is the lack of ease in trying to contact someone. Many pages of course have a ‘contact’ page, but so many don’t. And they don’t have an email address to just easily send them a quick email about a comment or question. I understand not wanting spam, but you need to be available to readers.

    • Anonymous

      @Sarah – that is one of my pet peeves. No one should have to search all through a site to figure out a way to contact someone.

  • Anonymous

    After study a few of the blog posts on your website now, and I truly like your way of blogging. I bookmarked it to my bookmark website list and will be checking back soon. Pls check out my web site as well and let me know what you think.

  • http://www.metrodesk.com.bd Giacomopittalis

    This is a very useful article to show at every customer when he asks “why do i have to create a new page for this… i already have my site”!
    It happen very often that client with a good message in their ppc campaign find out a bounce rate very hight and the real solution is always the same: differenciate the ppc messages and create various landing pages.
    Thanks

    • Anonymous

      @Giacomopittalis – I agree, customers often don’t understand the need for new pages.

  • Bilalimran134

    thanks for adding the same picture like my pet tonny ………lolz

  • http://www.brickmarketing.com Nick Stamoulis

    Landing pages are definitely a crucial element of conversions. People are pressed for time and want instant gratification on the web. If the landing page doesn’t have what they were looking for they might not care to take the time to look around. Most likely they will bounce right out of there.

  • http://www.guaranteedrankings.com Guaranteed SEO

    We keep hearing about Search Engine Optimisation. Its good to hear people talking about landing page optimisation as well.

  • http://www.razorpixels.co.uk Web Design Surrey

    This is a great article – landing pages have always been my primary focus when it comes to seo for all my clients’ sites. It is definitely the most effective of all the methods.

  • http://www.trufortebusinessgroup.com Florida Business Brokers

    Thanks for sharing your insight. Definitely some good stuff to think about. I can see how important of role have good landing pages can be especially if people your landing on pages and not finding what they are looking for

  • http://www.doyleraizner.com/Insurance-Disputes-Lawsuits/Insurance-Bad-Faith.shtml Shandra

    Thank you for writing this article, now we can just send our clients to this one so they will understand how important it is to have specific landing pages for their different client needs…

  • http://www.vennercorp.com Guildford

    The landing page is the most inportant aspect. even if your site is no1 on google, if your landing page is a turn off then all the hard seo work is a wast of time.

  • http://endemotionalaffair.com/ Ex-Emotional Affair Guy

    Great article. Still in the learning process of creating great landing pages, and you sure have created a lot of shining light bulps in my head.

  • http://www.accordsoft.in/ sabrina88

    Thanks..the great article some good stuff to think about…

  • Anonymous

    Good article because this aspect of the SEO/SEM strategy is often overlooked. Most people are caught up in measuring CTR, number of visitors, etc. that they omit analyzing their bounce rates, exit pages, etc. I see it happen all the time and I don’t understand it. There’s no point in having 100 visitors and 1 sale when you can have 50 visitors and 5 sales. So spend more of your time creating sticky landing pages people!!!

    • Anonymous

      @VladRascanu – Very good point…the whole purpose of the site is to make a sale in most cases. I agree that analyzing exit pages can be very enlightening. Another blog post in the making.

  • Pingback: Are you designing your campaigns in reverse? | GlibHippo

  • http://www.doyleraizner.com/Insurance-Disputes-Lawsuits/Insurance-Bad-Faith.shtml Shaw Margot

    Very effective article! It is detailed and precise. I agree that every website should have a landing page that explains or gives an idea what’s it’s all about when someone visits it. Just by looking at its landing page should give a customer an overview of what it can do for them.

  • Fivefingerstome

    Every once in a while, a product comes along Vibram that changes the way we engage in sports—like shaped skis, full suspension mountain bikes or oversized tennis rackets.It bucks tradition and makes people think differently. Sometimes this happens in footwear and a whole new category is created, like sport sandals, aerobic fitness trainers or Vibram®-soled dress shoes so comfortable you could run a marathon. Originally, many of these products were considered a novelty, maybe even a gimmick, but eventually they helped define a new standard of performance. And most importantly, they delivered a better experience for 
    Vibram Fivefingers the user. Imagine footwear that can actually help make the foot healthier, that can strengthen muscles in the feet and lower legs, improve range of motion and increase sensory reception important to balance and agility. Imagine footwear that might just make running safer and healthier, by encouraging a forefoot strike and a more natural running form that creates less impact on the knees, hips and lower back. That is what Vibram FiveFingerscan offer.

  • Simon

    Landing pages are no longer a good form of SEO Google caught on to the fact that companies were building hundreds of them and now they don’t like seeing them I have been testing a new form of programming for the past 12 months and can get front page listings in as quickly as 3 weeks in a local market place and 12 weeks on a nationwide level.

    • http://www.storiesabout.us seodiva

      @Simon, I think it depends on what type of landing page they’re using. In the best of SEO worlds each interior page of the site will rank for a designated keyword, contain the information the visitor is looking for, and include a call to action.

      • http://www.nddw.com/ SEO Company India

        I totally agree with you seodiva, each page can and should rank individually, that is what the aim /task should be of every SEO expert.

        • L.F.D.Y

          In that sense yes. What I was talking about was something different when I first started in seo we used to use 100′s of landing pages that only had 1 keyword that would just redirect clients to the proper site. It was a fast way to rank. Plus it built 100′s of links for your site. Then Google released Caffeine and that was the end of that.

  • http://livemod.ru/ Wala

    Good

  • http://essayserve.com/ essay writing service

    what a great post! thank you for sharing! appreciate it!

  • http://www.begun.ru/begun/collaboration/agents/detail.php?ID=3689 webpromo

    This is a good article and offer some helpful information for me,thank you!

  • http://customresearchpaper.net/ custom research paper

    Thanks for the article. Very interesting. 

  • http://customresearchpaper.net/ custom research paper

    Thanks for the article. Very interesting. 

  • http://summitdesignstudio.com Lewisburg web design

    It’s weird that this is the first time I’ve read an article like this and this is very informative. Now I’m digging deeper to the sites I create.

  • http://lewisburghomesforsale.com Lewisburg homes for sale

    These figures are the main reason why people are going for the best SEO techniques and providers. 

  • http://sunburyapartmentrentals.com Sunbury apartment rentals

    You are best lady to ask for in terms of SEO help. Thanks SEO Diva!

  • Hire asp developer

     Yup……..
    I totally agree with this blog…landing page is most important page of nay website if LP is is design simple and attractive so everyone visit once a time and see what is inside the website bcs LP looking so interesting……..
    Thanks for sharing….:)  

  • ares77

    Thanks for this useful article, I must try this technique on my page kredyty-bez-biku.com.pl