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What Are Landing Pages and Why Are They Important to YOUR Marketing?

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Landing Page Definition:

  1. any page on your site that a visitor LANDS ON from another referral source or website i.e. Google, Facebook, Banner Ads or email.  
  2. a page on your site that, when optimized, makes your phone, your email inbox and your cash register RING

Your landing pages are your website’s signature pages because, by default, they are the very first page that a person sees.  For this reason, you have to be very careful when you design them because you would want your customers to see exactly what they expect when they visit it.

Maintaining the Customers Train of Thought

Does your landing page maintain customers train of thought?

Too often, a landing page hurts your ability to generate leads more than it helps.

Here is why:  The banner ad, email or search result that caused them to click on your link motivated them to visit your site.  It also served to FRAME the conversation and set the expectation of what they will receive in return for visiting your site.  Your landing page CANNOT deliver mixed or incomplete messages that disrupt that train of thought or confuse the visitor.  You want to ensure that your landing page is CONGRUENT with the content preceding it.

Congruence – happens when different pages and their content are in agreement with one another.  This is critical to landing page success because without congruence, your visitor hits a landing page that simply confuses them.  This results in more costly and/or less effective marketing efforts.  

Here is an example:

A Plastic Surgeon here in the Gainesville area is running pay-per-click ads on Google.  His average cost per click is roughly $3.75 and he is advertising specifically for the keyword “tummy tuck”.  He is willing to pay almost $4 per click because he assumes that some of those visitors will fill out a contact form, visit his offices and eventually become patients.

Here are two examples of LIVE landing pages (not in our local area) we found for pay-per-click campaigns:

Tummy Tuck Landing Page Example 1:

example of a great tummy tuck landing page

Tummy Tuck Landing Page Example 2:

landing page example for a tummy tuck ad  

Which one do you think does a better job of maintaining congruence for someone that is searching for information on a tummy tuck?

Which one do you think is converting more clicks into new patient referrals?  

Stop Throwing Away Your Advertising Budget

Our Internet Marketing team loves helping local businesses improve conversions.  Regardless of whether you are driving traffic from Yellow Pages, a Living Social ad or simply Facebook, you can and should focus on this all important aspect of the campaign.  Schedule a free consult today.

The post What Are Landing Pages and Why Are They Important to YOUR Marketing? appeared first on Online Potential | Gainesville Fl Internet Marketing.


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