The Trip Isn’t Finished Until A Safe Landing Occurs!

Effective Landing Pages Complete A Successful Online Marketing Plan

Your website is pristine, you have a solid Internet presence, search engines are allowing potential clients to successfully find you. You have an efficient method of accessing the local MLS/IDX data base, a wonderful collection of homes are readily available, and your listings are about to get some serious exposure to potential buyers for your clients. You have allotted an affordable budget for your marketing and advertising plan and already it is beginning to pay dividends. Your work is completed and now it’s only a matter of time until potential clients become a reality. But hold on just a minute…one final detail needs to be addressed!

Have you considered your design and focus on successful landing pages?

What Is A Landing Page And How Do They Work?

In marketing terms, it’s a specialized page that visitors are directed to once they’ve clicked-on a link, usually from an outside source as a “Pay-Per-Click” ad.  You should probably know first how landing pages work and why they are referred to as “landing pages.”  For most websites, most, if not all pages are directly connected to the homepage and the sitemap.  Most experts will certainly at least recommend that your initial set-up should be constructed in this manner.  This is primarily done in order for the search engines’ “spiders” to be able to locate all those web pages and include them in their database which by the way, improves your search engine optimization.
 
However, in order to have maximum effectiveness, landing pages or “lead capture pages” ARE NOT usually connected, but instead are disconnected from the homepage and the sitemap!  In this manner they are prevented from being “spidered” by the same search engines and also by being directly accessed by a visitor.

This “landing page” is usually tightly focused on a particular product or service with the intended aim of getting the visitor or “clickee” to buy or take some form of specific action rapidly that will ultimately lead to a sale!  They can then be considered a logical extension of the advertisement or link, and that is usually optimized to feature specific keywords or phrases for indexing search engines. 

In a simple set-up for a “pay-per-click” (PPC) campaign, the landing page will also in many instances be customized to measure the effectiveness of different advertisements – which may include geographical regions, specific groups, various discounts at different times of the year, or different products and services to a targeted group or section of the consumer base.  Remember, when conducting any major ad campaign, landing pages are the only truly effective way of getting accurate results you can really depend on IF they are implemented in a proper manner.

Types Of Landing Pages!

Basically, there are two types of landing pages – Reference and Transactional.

A Reference Landing Page presents information that is of course, relevant to the visitor. This may include text, images, dynamic links, or other catchy marketing icons. Reference landing pages are usually measured for their effectiveness by the revenue value of the total advertising that is ultimately displayed on them.

A Transactional Landing Page has one goal as its’ objective – and that is to persuade the visitor to complete an intended transaction.  This may include filling out a form or some other type of interaction with again the goal being the immediate or eventual sale of products, programs, and services to the consumer.

When a visitor takes the necessary or desired action on a transactional landing page that is referred to as a conversion!  And for an accurate measurement of the efficiency or quality of the landing page’s desired and designed purpose, the number of ultimate conversions will indicated just how effective your marketing and advertising campaign is performing.

Basic Creation And Ways To Improve Your Landing Pages

When designing and creating your landing page, try asking the following questions.  It’s good to list all of your ideas and make it as lengthy as you like, then begin to eliminate everything that is not crucial to the core elements of the primary message.

• What are you offering?
• Who do you wish to appeal to?
• Why would they be interested in your product or offer?
• What do they need to do to participate or purchase?

Make sure you always include an immediate call to action.  Impulsive people are often easily swayed, especially when they already have a pretty good idea of what your product and services provide.  Be brief, precise, and accurate in what your intended goals and objectives are to be.  And always remember to:

• Define your conversion and do as much research as possible
• Eliminate elements that are not needed
• Match the creative content to your original website
• Remove all unnecessary navigation
• Stay focused on the intended purpose, and perhaps add a bonus or discount
• Keep all important elements and contact info near the top of the page
• Provide numerous and convenient conversion exits
• Use visual stimulation including color, font, and design basics
• Define and optimize your forms to achieve their intended goals
• Always make sure you test your landing page set-up

Spending the extra time and including many of these suggestions when designing your landing pages, will provide you with an efficient and functional extension of your online marketing and advertising presence.

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