Newsletter Archive | Feb 7, 2011
Landing Pages
Landing pages
You may or may not be familiar with them. Landing pages or “lead capture pages” are web pages specifically built around keywords and a single theme or message. When used properly, they are the first page a user sees after clicking on a Google search result or a web advertisement for a particular search term. Landing pages are designed with a clear and concise message that will help:
A) Generate prospects and turn those prospects into leads.
B) Encourage a transaction such as the sale of an item or service.
Landing pages are very beneficial to companies looking to sell products or services on the internet, or to generate new sales leads.
Consider this example. Our company offers three community based web software packages under our brand SwiftCommunity. We initially had a single web page presenting a small amount of information on each product. This was a poor decision for two reasons:
Poor Search Engine Optimization(SEO) value - too many ideas were presented on this one page. If a prospect was searching for one particular SwiftCommunity tool, they had to find their way through all the other "noise" on the page. So did Google's search engines.
Poor presentation of the features and benefits for each product. The original web page, due to space concerns, could not provide a complete and clear message of what each product was or the benefits each could provide our customer.
To fix this problem, we decided to follow our own advice. We developed landing pages for each of the three SwiftCommunity products: SwiftDirectory, SwiftCalendar and SwiftCareers. Each landing page was built around keywords appropriate to that particular product, in hopes of generating not just more web traffic but more relevant web traffic - traffic that we hope will lead to sales. Using Google’s AdWords keyword tool we researched words and phrases we thought people were using to search for products like ours. The keyword tool then displayed relevant keywords and phrases similar to the ones we used. Information on the average pay per click competition, global monthly searches and local monthly searches was all available. The keyword tool was invaluable in helping us decide on content for the landing pages, www addresses to register and key messaging statements to present.
Check out our blog posts at www.WebbuildersGroup.com to see more information on this and other topics. And click on one of our three SwiftCommunity product names to see the results of our Landing Page strategy.
These pages were just launched on February 1. Two of our developers, RyanM and EdC, have a bet on which will reach the top of Google search results first. The loser has to spend Saturday cleaning all the Spam out of the other guy's in-box. Their mothers would be proud.
A belated Happy Groundhog Day to you all!
