Website Face-Lift: Better Landing Pages to Boost Up Business Success

foreignwebmarketingcorrespondent

June 2nd, 2010
by foreignwebmarketingcorrespondent

Spending a bit of time to tone up your social media platforms and SEO (search engine optimization) is a wise decision. But don’t forget that while social media and SEO help attract potential customers and clients to your website, your website must be in tip-top shape to retain their attention. Simply put, your website must have VALUABLE content and a clear PURPOSE. Surely you know the answer to WHAT you want customers to find on your website, but ensure that it’s easy for them to find it! How do you achieve this? Go back to the beginning and take a look at those potentially dusty landing pages.

Like Lorrie Thomas, Web Marketing Therapy’s CEO says: “You want to get people TO your site but also THROUGH your site!”

Minda Zetlin recently wrote for INC’s Technology section and shared a brilliant article with lots of helpful tips how to use your landing pages as marketing tool.  Restoring your website to tip-top marketing finesse that is the perfect place to start your web marketing landing page motivation.  She interviewed several web marketers to gain insight.  Insight like “One of the most effective ways to connect with customers is if they come to a page and immediately see, in bold letters, exactly what they’re looking for,” which was a simple, yet really helpful reminder from Sandip Sarwate, owner of Saffron Marigold.

Minda’s INC article boasts motivational marketing ideas on how/why to give your landing pages a FRESH marketing face-lift including:

  • Creating specific landing pages for niche target markets gives you marketing collateral with targeted messages to make visitors buy or act faster
  • Increasing conversation rates (meaning the percentage of people who hit your site and take a desired action increases)
  • Why dedicated landing pages maximize the PURPOSE of your web pages for maximum impact
  • What your landing pages should look like
  • What your landing pages should NOT look like
  • How to raise your SEO through EFFECTIVE landing pages
  • How to test the SUCCESS of your marketing efforts - Are your customers finding the answers to their questions quickly? Web Marketing Therapy’s CEO Lorrie Thomas explained in the article to Minda, “We used to say that you had to grab website visitors’ attention within two to three seconds, but now that’s much too long.” Make sure your landing pages allow for a quick, fun and purpose-driven experience of your website!

For lots of examples on how to create SUPERB landing pages that make your customers happy and coming back to your site, check out Minda Zetlin’s’ article “The Logic of Landing Pages” on INC.com.

Categories: Search Engine Marketing Help, Small Business, Social Media, Tools, Web Marketing Tips

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Comments:

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    (June 2nd, 2010 at 7:22 am)

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  2. Chris Chong
    (June 2nd, 2010 at 11:59 am)

    Great article.

    We have been running landing page experiments to see if visitors who go thru a couple pages before filling out a request more info form are higher value than if you present everything on one page.

    Generally what we are finding is that people who view a couple pages before requesting more info are higher qualified, but also cost more in ads or clicks to get.

    Its always a tricky balancing act between quantity and quality.

  3. Lorrie Thomas

    Lorrie Thomas
    (June 2nd, 2010 at 1:19 pm)

    thanks Chris! Love your insight on your experiments. It is good practice to pre-qualify leads and finding the balance between quality and quantity is an art AND a science.

  4. Minda Zetlin
    (June 2nd, 2010 at 4:18 pm)

    Interesting question about quality vs. quantity. I think many of the people in the story would want the quantity of people fulfilling the “call to action” over quantity, but of course following leads takes resources so you’re right that a balance makes sense and I’m guessing a different balance is right for different industries, and even different businesses, wouldn’t you think?

    Glad you liked the article.

    Best,

    Minda Zetlin

  5. Lorrie Thomas

    Lorrie Thomas
    (June 2nd, 2010 at 5:02 pm)

    Thanks Minda. Re: “guessing a different balance is right for different industries, and even different businesses, wouldn’t you think?”, I’d love Chris’ opinion, but my approach to web marketing is always super custom to each industry. Our target markets, lead funnels, site strategies and customer acquisition models vary so it helps to put out thinking caps on and really look at the art and science. I always hear the “shoulds” of minimizing pages to acquire a lead, it was refreshing to hear Chris’ counter opinion of wanting a more “ready” lead versus a lead period. It’s a numbers game, but in numbers, TIME and ENERGY must also be in the equation. I call this “Relationship ROI”. Thanks for the post and again, thank you for a great article!

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