Learn Search Marketing with Stevan Loges

A good landing page is like a great bar of chocolate. Sure the packaging (your pay-per-click ad, e-mail, or organic search results) might entice a customer to tear the wrapper open, but the combination of first-rate ingredients gets the bite and the sale again and again!

So what makes a good landing page?

First and foremost, when a potential customer lands on your page he expects it to include the content you promised to deliver. Don’t lure someone in through your PPC ad promising to solve his need for a run-flat tire then reveal on the landing page you only sell tire rims. You must specifically address your visitor’s need — the need you anticipated in your PPC ad, email, or organic search result.

Give your visitor a simple path of conversion and a clear call to action. Don’t fill your landing page with a load of useless drivel. Address the visitor’s need, tell them how you can solve that need with your product or service, and then allow them to take immediate action.

Make sure you include a link to your company’s privacy policy on the landing page. You want your visitor to know his data is protected.

Use analytics to measure your landing page’s effectiveness. Is conversion tracking in place? Test it and work out the bugs. Track bounce rate and time on site. Following these measurements can help you tweak your landing page and convert more onlookers to active participants.

So how mouth-watering is your landing page? How can anyone resist when you give a clear benefit and call to action!