Landing Pages

In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.

The best use of a landing page is not what it is, but what it can do. Your landing pages should provide a customized sales pitch for the visitor. The best way to do this is to consider where the person has come from, and who they are. By providing a good match, your chances of engaging the visitor goes up, as should your conversion rate.

Well crafted landing pages almost always sport better conversion rates than simply dumping people into the home page of your site. They arrive and spend a couple seconds before giving up and hitting their back button to move on to your competitor.

You should create targeted landing pages anytime you can control where people will be coming from, and your goal is a specific transaction such as sales, registrations, sign-ups, etc. This is particularly true if you are paying for the traffic, with banner ads, sponsor links, or pay-per-click.

 

 

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