Landing Pages

What are they and are they important?

by Brynne Peters

One of Central States Media’s services is establishing and monitoring many of our client’s SEM Campaigns. Search Engine Marketing is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages. With any campaign, we always insist on the creation of a landing page. When meeting with clients that are interested in starting a search marketing campaign, I've found that many are confused about the role of the landing page. With the prevalence of search marketing growing,  I think it would be worthwhile to give a brief description and explanation of the role and importance of landing pages in a search marketing campaign.

Google states that a landing page converts a potential customer 33% more times than taking them directly to a website. It is very important to have a page that potential clients are directed to once they click on your ad generated from SEM. You only have eight seconds to make an impression online. Homepages are often too busy, too difficult to navigate and can take too long to load. When we create a landing page we build it within your site and make sure it has the same look and feel as your website. It is virtually a snapshot of everything your business does/provides and it has 6 major criteria:
  1. It is only one page and is simple
  2. It helps convert quickly
  3. It provides specific information on your services
  4. It  has a call to action
  5. Provides a form and phone number
  6. It links to your website
This is just a little information on landing pages. At Central States Media, we strive to keep up on best practices. We always try to stay up on current information. If you would like more information on starting a search marketing campaign, feel free to contact us!