A landing page is the web page that appears when a potential customer clicks on a search engine results link or an advertisement. Without effective landing pages, you’re wasting time and money. A finely-tuned landing page can boost conversion rates to 2%, 4%, even 10% for some products and services.

A landing page should display content that is a logical extension of the search engine results link or advertisement, and is optimized to feature specific keywords or phrases for indexing by search engines. In pay per click (PPC) campaigns, the landing page can be customized to measure the effectiveness of different advertisements.

When building a landing page, focus on getting the visitor to take one action. Do you want them to sign up for a newsletter, buy your product, enter a contest, or give you feedback?

Don’t complicate the landing page by attempting to do too much at once. Focus on the desired action, and use everything on the page to drive your visitor to take that action. Make sure the navigation is not distracting or overpowering. Keep the process simple, and remove all clutter that distracts from your focus.

It’s not easy to get high conversion rates. It takes knowledge, careful design, and then testing to optimize each important element on the page.

Date: Aug 23rd, 2009 · Comments RSS · Tags: SEO · internet marketing