When driving visitors to a specific landing page of your website, it is important to ensure that the landing page is clean and professional looking, with clear and concise calls to action. You will want to make the most out of the landing page, which is especially true when there is a Pay per Click initiative in place. In other words, why spend advertising dollars to send traffic to a page that does not effectively encourage your visitors to complete some sort of actionable step?
So, what types of steps or action items should your landing page encompass? Below are a few that – in my opinion — every landing page ought to have.
Calls to Action. I would recommend a minimum of two. A few examples include: Download Our Latest Whitepaper, Sign up For Our Monthly Newsletter. View our Portfolio, Buy Now, etc. These are all excellent forms of lead generation for your company and can be then used as a sales tool. Be sure to include any promotions or discounts you may be offering.
Professional Looking Page. Often times, this is the first impression your visitors will have of your company. Make it count. Display the components of your website that make your company stand out above the rest. I.e. Awards, Certifications, etc.
Relevancy to what the visitor searched on. For example, if you are a beauty supply site and the searcher typed in Volumizing Shampoo, he/she should be taken directly to the page within your website that supports this search query.
Simplicity. The page should be concise, with a clear direction as to what you want your visitors to do.
Your landing pages are a very important part of your online marketing mix. Make the most out of them!