Landing pages, the least-understood component of an online or even an overall marketing strategy, are possibly also the most powerful. Your website visitors have something very specific in mind that they expect to see when arriving at your site. If they don’t see it — POOF! — they’re gone.

Are you bringing your website visitors to a page that gives them what they want to see? Or are you just bringing them to your generic home page or store, where they will click away in frustration?

There is often some misconception about what a landing page is, or what it should do. So just to be clear, a landing page is any page where visitors land on your website from some other source. That source might be a link in an email, a link from a Google search or another website, or it could be that the user typed in a URL printed on a brochure, business card, magazine ad, or some other promotion.

 

The trick is, landing pages should be thought of as the next piece of a continuing conversation — and should be customized for every conversation. If you’re like me, then you could probably use a good example right now. Here’s an obvious one, and it’s something you’re probably already doing: if you send out an email promoting your upcoming Wine and Weiner Event, you would include a button for people to sign up. Clicking on that button would take users to a page that a.) greets the user by name, b.) thanks them for reading your email, and c.) presents them with a form to RSVP, buy tickets, or whatever people do when they sign up for a Wine and Weiner event.

 

Why bother with landing pages?

(Like, if people get to your homepage, they can just click around on the menu, right?)

Well, yes, but here’s the thing. When online users click on a link, they expect to be taken to a page that displays something relevant to what they clicked on. If they don’t see something relevant within a couple of seconds, they’ll click back and try a different result, feeling that your website has wasted their time. Landing pages let you be more relevant to your site’s visitors — because you know the purpose of their visit, you can present just the relevant information, allowing them to get on with their task at hand.

 

To give you another example, what do you know about people who visit your homepage? If you answered “Nothing at all” then, you nailed it! The truth is, people who happened to arrive at your homepage may have arrived there because they clicked on a link in the SF Chronicle, they saw a billboard, or they did a web search for anything from “alcohol” to “blueberry” to “wine” to pretty much anything under the sun. How can you possibly hope to address all these different people without turning most of them away because you don’t seem relevant to what they’re looking for?

Creating custom landing pages for each of the communications you send out doesn’t need to be a strain. We can generally produce a landing page for you by the following day and you’ll have immediate access to tracking and analytics information. Click here to get started.