Why Landing Pages are Critical to Your Success

How often have you fallen into this trap? You click on an ad with an irresistible offer, but instead of landing on a page that tells you more about the offer that brought you there in the first place, you find a page that tells you absolutely nothing about it.

I fell into one just now. I clicked on a hotel ad offering special discounted rates for this season. To my disappointment, I was taken to a reservation page that gave me regular rates, with no mention at all about the special offer they advertised. This hotel just succeeded in giving itself a bad impression. I thought that:

  • It can’t be trusted to deliver what it promises
  • Their landing page has totally ruined the purpose of running a good ad, which probably cost a lot of money.
  • They just lost me and probably many others as a potential customer

In other words, flawed landing page translate to ROI down the drain.  Not only will it miss opportunities of making a sale, it will also turn potential customers to annoyed visitors. Imagine spending money on PPC, SEO, etc. just to get negligible conversion rates and a negative image? In the end, what’s the use of spending money and effort to get potential customers in, when your landing pages drive them out?

 

What a Landing Page Should Be

A landing page can make or break your chances of success. To convert visitors to sales or leads, assess your landing pages using these criteria:

  • Relevance

Consider your landing page as your entry point of sale. It is the first page a visitor is taken directly to after clicking on your ad or finding you from a search engine, so it should address the specific and most important needs of that particular market.

  • Instant gratification

Your landing page should give your visitors the information they’re looking for, without having to scour through a page full of links.

  • Ability to Close Sales

Since most visitors who land on this page already have an interest in your offer, make it easy for them to buy, sign-in or opt-in. Your forms should be visible enough and should not require too much information.

Landing pages undeniably provide the lifeline to your online business’ success. Hence, a lot of thought and attention should be put in designing them.

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Christina Hawkins

Since 1999, Christina has been designing and building exceptional websites. With many years of experience in creating thousands of websites, she understands the need for continuing education in her field and, therefore, is constantly learning and teaching others about internet marketing and digital processes. Christina is known for her highly-collaborative methods that help her realize the vision each customer has to successfully create engaging content to captivate targeted audiences across multiple platforms. Christina has honed her digital marketing and graphic design skills so that she can help B2B industries get their message out to their target audience in the right way. In addition to her ability as a digital marketer, Christina serves as a coach and mentor with WPElevation to other digital marketing freelancers, helping them grow their businesses. She is also a sponsor and co-leader of Houston's WordPress Meetup.

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