Landing Pages

Internet marketers are very familiar with landing pages and use them often.  As a small business owner, you may have heard the term landing page before but you may not be familiar with how they work or why you or your business should even care.

I will get to why this is important for your business but first lets look at how landing pages are used.  Internet marketers use landing pages most often when they are doing a Pay Per Click advertising program.  If you use Google, notice the listings that come up on the right hand side of the search results page.  These are ads from businesses doing pay per click advertising.  (I’ll go over how you can use pay per click program for your small business in a future post)  Many of these ads are set up to take you to a special page called a landing page instead of the businesses home page.  The landing page is specifically designed to give you information on what the ad that you clicked on was about.  These landing pages are much more effective in converting a prospect to a customer because they are very specific to what the prospect wants.

Think about most website home pages.  You’ve got a crazy amount of items you can click on.  It can be daunting to figure out what to do.  Most home pages are either confusing or boring.

Even if you’ve never done a pay per click program before for your small business, you should be utilizing landing pages.  Essentially, you should have a landing page on your website for each of your businesses profit centers.    For instance, say you are a plumber.  Some of your profit centers would include Water Heaters, Faucet Leaks, Drain Cleaning, just to name a few.  On your website you would want to have a page specifically dedicated to each of these.  On these pages you give the person no other option except to contact you.  Don’t show your menu of other pages.  Give them the option to call you or send you an email or visit your location.

Now let’s say that the plumbing business decides to run a campaign promoting drain cleaning.  In the promotion material, instead of listing the website address they would list the landing page for drain cleaning.  The web address may be something like ‘www.plumbingpros.com/draincleaning’.

You may be wondering how to add landing pages to your website.  If you’ve had a site built for you, you may need to contact your website designer to develop them for you.  Ideally, you would have a website that you have access to and can make changes yourself.  If you currently don’t have a website or would like to look into creating a new site that you have more control of, contact me and I can give you some options.