The challenge for many marketing directors and small business owners is that they really don’t know what their website is supposed to be or what it is supposed to do. They like to think they do, but most really don’t. The only reason your website exists is to make conversions. That’s it. If your website isn’t making sales or turning warm leads into hot ones, then you may as well implode it and start all over again. The key to your long term success with your site is, of course, your landing pages. It is where all of your traffic needs to be sent. So, what do you need to do to make that happen?
- For every product and/or service you are looking to sell, you must create a separate landing page for them. Customization and personalization is the key to your long term success. You aren’t bound to have just one landing page for only one product or service either. Your landing page is where you can make the conversion or it can exist to become a link between what the customer wants and what the customer needs.
- The landing page is the customer’s very soft landing after you have driven them there from a PPC campaign, a SEO search or a social media platform. Speed is the key at your landing pages. People these days don’t seem to want to spend a lot of time on anything and attention spans have begun to approach zero seconds. If your traffic is looking to find answers and click through from your marketing campaign and end up at your home page, they will likely just leave frustrated. When they click through, they had better find answers to their questions and a solution to their problem.
- Create several different landing pages depending on the types of customer you are trying to draw in. And, of course, you need to constantly be testing them to see which are the most effective for you. In this case, effective means it led to a conversion. You have only around three seconds to convince them to move through to the conversion so your landing page construction and testing must be forever evolving.
- Finally, your biggest challenge just may be the creation of video based landing pages. These may end up working the best for you but they will not be easy to effectively create. Again, the engagement factor will likely be higher but you must forever test to find exactly the right formula that is driving that traffic to conversions. Remember that all of your marketing efforts are designed to drive traffic to your site and that your site is only there to lead that traffic toward conversion.
-Written by Kevin Sawyer