Have you been dumping all kinds of $$ into SEO or Adwords and not seeing an improvement to your bottom line? The problem may not be either of these. It may be an issue with your website.
Picture a Funnel
The sales process is like a funnel with the goal of processing new prospects down to paying customers. In the world of digital marketing, the funnel often starts with Google, but that’s not where the funnel stops.
After clicking on a link in Google, prospects are taken to a web page. At that point, something on the page drives them to interact with your business. This can be an email, a phone call, or even making a purchase.
Unfortunately, it can also mean they leave. They may go to a competitor’s site. Why? Various reasons, like your page provided no clear next step (known as a ‘Call to Action’), or they were the wrong type of customer.
Using high-quality landing pages can really elevate your conversion of prospects to customers. Read on to see how.
Landing Pages are the Cure
A landing page is simply the first page a prospect sees when reaching your site. In the old days, this was always the homepage. Now, the goal should be to lead the prospect directly to a page that is highly likely to to convert them to a customer.
For example, if you are a home builder that also does remodeling, you would have a separate page dedicated to winning business for each type of work.
What should a Landing Page look like?
At minimum, a high-quality landing page should:
- Convey a clear, concise purpose
- Get to the point, without using too many words
- Use powerful words and consistent formatting
- Include one or more quality, relevant images
- Provide the visitor a clear next step
- Look good on both mobile devices and desktop computers
- Minimize the visitor’s ability to navigate away from the page
This is just the basics. Following this approach will effectively focus and drive your prospects to becoming customers.
So What’s Wrong With Just Using the Homepage?
Landing pages are targeted pages built specifically for a product or service the prospect is looking for. A home page, on the other hand, is more generic.
Your home page is meant to organize all the information anyone may need to find about your business. Every part of a home page divides your prospect’s attention. Each section or link draws that prospect away from the product or service they’re looking for.
A landing page trims the fat and focuses the visitor’s attention on the very thing they were looking for when they typed their search in Google.