Successful Landing Page Optimization = Strong ROI for SEO Services and PPC Management
If you’ve been speaking to us— you’ve probably heard the phrase “landing page” at least a dozen times. If you are new to search engine marketing, then you may secretly be wondering what a “landing page” is, exactly, and how relevant it really is to your success. Well, on this gorgeous June afternoon — I am here to break down the mystery.
A landing page is the page of your website that a visitor would land on after clicking on a link. This could be your home page, or any other page a person “lands on” after clicking on a link. For the benefit of this discussion, let’s talk about your landing page specifically in reference to Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising.
SEO Landing Pages: These are pages that get ranked on the search engines. They are not always your home pages. If you go search for a service, for example, a lot of the results will link to a services page within a company’s actual website.
PPC Landing Pages: These are pages that a visitor will land on after they click on a paid advertisement spot on one of the search engines.
When considering developing a landing page for your campaigns it is very important focus purely on what the page can do. After all, the whole purpose of that landing page is to get a visitor to take action and hire your company or purchase a product.
Creating custom landing pages allows you the opportunity to create a unique and targeted experience for that customer — and that leads to much higher conversion rates. Consider this, if you went online and typed into a search engine “yard maintenance” and let’s say you clicked on two different links. In this scenario, let’s assume that one link took you to the home page of a landscaping company that offers lots of services and had lots of information you weren’t looking for and one link took you to a landing page that was completely focused just on one service — yard maintenance. On the second landing page, that company spells out everything you would need to know about their yard maintenance services and then provides a specific action for you to take — call them for a free quote! Would you be more likely to sift through the entire website of a company offering many services and THEN call or would you me more likely to call the company that gave you exactly what you wanted after one click? Statistics show that by sending customers to a customized landing page you can see more than a 12x return on your marketing spend. Are you still following?
As if benefit #1 didn’t already convince you that this is the way to go, let’s discuss benefit #2 — the power of testing! By creating multiple landing pages for just one service, you can easily test how well a landing page is actually converting clicks to sales and if one page is outdoing another by leaps and bounds, then you could push all or most of your traffic to the best converting page.
Landing pages effectively eliminate the high cost and efforts spent on a complete website re-design. Custom landing pages are quick and easy to manipulate — keeping your costs down while increasing your conversions.
Over time, you will end up with an incredibly high conversion rate. This will increase your return on investment two ways:
1) Eliminate wasted money spent when a visitor doesn’t convert into a customer
2) Turn more leads into sales.
It’s really a win/ win scenario to increase your revenue.
If you’re brand new to search engine marketing or would like professional assistance, don’t hesitate to contact 180Fusion and ask about the power of adding custom landing pages to your campaigns. The cost is low and the benefits are priceless.