Why Landing Pages are Critical to Your Success

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    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

    Christina Hawkins is CEO of GlobalSpex, Inc. and a Fractional CMO for her clients. A seasoned digital marketer since 1999, Christina has designed and built exceptional websites partnering with small businesses to help them grow and increase revenue. She understands that digital marketing is a constantly evolving technology and works to stay on top of the latest changes. She is always looking for the best route for clients' lead generation needs and revenue. In addition to her ability as a digital marketer, Christina is a coach and mentor with Agency Mavericks 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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