Landing Pages
As a website owner, you’ve probably heard the term “landing page” more than once in reference to online conversions. To many it may seem like a foreign term, but integrating this concept into your website is crucial to ensuring your site visitors are finding exactly what they’re looking for.
Simply put, a landing page is a specific page on your website that is tailored to a unique keyword, or very small set of keywords. If you have a dozen or more products you are selling on your website, creating a landing page for each one of those products can help reduce visitor bounce rate (percentage of people who get to the site and leave without further action) as well as improve conversions (whether that be an online sale, completion of a contact form, etc).
If executed properly with the right SEO, a landing page will rank well in the search engines for the keyword specific to that page and not necessarily the whole site in general. The idea is for your website visitors to get to the exact page they’re searching for without having to click and navigate through your site to find the page they need, which results in many lost conversion opportunities. Relying on your visitors to click around and navigate through your site if they’re looking for something specific is like handing business to your competition. Think of it like going to the supermarket. You want to buy cereal but have no idea what part of the store or what aisle it’s in. A landing page functions like the signage posted in aisles that label what products you can find in each aisle, drastically reducing the frustration undoubtedly felt if trying to walk up and down each aisle to find the cereal. Try looking at it from the searcher’s point of view. If you’re searching Google for a Sony 46” LCD TV, you wouldn’t mind being taken directly to a webpage from the Sony company with a page listing all their 46” LCD TV models. This webpage listing all those models is an example of a targeted landing page. Now, compare this to doing the same search and being directed to Sony’s homepage at sony.com. Yes, you’re on the right track, but you’ll be spending a lot more time navigating through the Sony site to find the exact products you’re looking for – and there’s a much higher chance you’ll flat out leave the site and search somewhere else.
In summary, if you’re a business owner who offers multiple products or services, try making it as easy as possible for your site visitors to find what they need. Investing in SEO services to optimize landing pages for specific products and services is a great way to improve conversion and build increased online traffic.
If you need help creating or optimizing landing pages for your business, contact us now.