Making Landing Pages Work For You

by Sarah Freeman

Landing page.  It sounds self-explanatory, but sometimes when I start talking about landing pages and why they are more useful for specific campaigns and/or search marketing results during a client meeting, I see the deer in headlights.  A landing page is a specific web page, often not a part of your official website.  After you click on a banner ad or a promotional link, you are often taken to a landing page due to their stronger conversion rates… instead of a home page that leaves your online user to sift through additional content they didn’t want to see.

So, once you start implementing landing pages for your specific campaigns, there are still more ways to make them work for you.  One is testimonials.  When direct referrals aren’t there, a testimonial can often be a great substitute!  A great spot to place a testimonial is directly below the main graphic/image you have selected for your landing page.

Second, demonstrate your credibility.  When you’re dealing with an audience who doesn’t want to read long paragraphs of information for who you are and what you stand for, it can be hard to establish any type of credibility.  So, try using symbols that evoke that feeling.  For example, if you are a dental practice, let your audience know that you are a member of the American Dental Association with the ADA logo.  This is a quick and easy way for users to see that you are a legitimate organization to do business with.

Finally, make your users feel comfortable with a clearly stated privacy policy.  Depending on the nature of your landing page, the type of information requested can make some feel uneasy – even if it’s just a standard email address.  Make sure your users feel safe knowing you will not provide their personal information to other parties. 

Source: blog.hubspot.com

If you find that Making Landing Pages Work For You is something that your company would like to know more about, feel free to contact Central States Media at info@centralstatesmedia.com or on the phone at (309) 693-2345.