The Landing Page | March 28th, 2011

Landing pages can play an important part in marketing your website. They can serve two purposes: to bring more traffic to your website by capitalizing on key phrases, and to test out your advertising message, which is particularly useful if you are running a Google AdWords campaign.

What is a landing page? A landing page is any page on your website that a customer lands on from a search or an ad. Say you have a goat farm and you have a list of products you sell: goat’s milk, goat’s milk lotion, goat’s milk soap, goat cheese, and goat’s milk yogurt. You have a separate page for each of these products. Someone searches for goat’s milk soap and your website comes up in the search engine results. It is not your home page that is listed – it is the page that describes the benefits of goat’s milk soap. This is your landing page for that particular product.

Want to test your advertising message? Let’s say you are now running a Google AdWords campaign for goat’s milk soap. You might create another page for goat’s milk soap that is offering a special discount for new customers. This page is not visible to regular visitors to your website. It only comes up when someone clicks on your Google Ad. This is also a function of a landing page. You could create two or more landing pages for the same product, but with different advertising messages. Maybe one page offers free shipping, while another offers a 20% discount. Assign each to a different AdWords campaign. Compare the results – a good statistics program or Google Analytics will tell you how many people clicked on the page and then followed through with a purchase. This allows you to analyze and fine tune your advertising message.

Does your website need landing pages? That depends on your business. If you offer one basic service or product, then your home and about pages are probably sufficient. However, if you have a multitude of offerings, you may want to consider having a page for every major product, brand, or service you represent. That way you can capitalize on the search engine results. The goat farm example above would not fare as well in the search engine results if it listed all its products on one page. By devoting a page to each product, they increase their chances of someone finding them in a search.

You might also consider separate landing pages if you are running any sort of online advertising campaign. It is simply the best way to measure the effectiveness of your ads.

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