Last month we covered the basics of engaging with people once they’ve reached your website – calls to action (CTA) and capturing details in forms. But if you’ve been working on this you might have found that you need to guide people in different ways, depending on the product or service they’re looking for.
For example, if you’re offering window cleaning services in Greater Manchester, but also clear out gutters and drains, you might want to ask people different things depending on the service they need. Or you might want to run a discount offer on the gutter cleaning in the autumn to catch demand but not promote window cleaning, to keep that part of the business steady.
In cases like these, you need to create different pages for people to land on for different purposes.
What is a landing page?
Your website will have a home page that you expect people to go to the first time they come to your site. It will be general and have a lot of information on it. But if you are directing people from Google using specific keywords, you can tailor the messages on landing pages for each audience.
On each landing page you can have different images and CTAs. Technically there’s no reason why a landing page can’t be completely different to the rest of your pages but it’s probably better if they follow the same design and fit into the menu system – visitors can then find out more about you and what you’re about.
If you’re using Google AdWords to get people to your site then landing pages are a must.
A landing page can be completely focused on the people you’re gathering via the campaign. If you’re running multiple campaigns, multiple landing pages will make it easier to find out which campaigns are working the best – which ones deliver people who follow your CTAs action and which ones don’t.
Some experts say that landing pages for PPC campaigns shouldn’t be tied in to your usual menu system. They should only have a clickable CTA and a button for more information, which can take them to you main site. Which works best probably depends on the type of service or product you’re offering and your audience. The beauty of working with websites is that you can quickly try both, then stick to the one that works best.
What does a good landing page need?
You need to be absolutely clear about why you’re creating a landing page – what is its goal? Capturing email addresses? Going straight to a purchase? Requesting a quote? Downloading a white paper or brochure?
Make the words on the page clear, simple and brief. Answer the questions they are likely to have on their mind. Use graphics that lead the eye to the CTA, which should be clear and unambiguous.
Can you make landing pages?
If you can’t create pages or make changes without the company or person that looks after your website charging you, then you’ll be wondering why we’re going on about this. Surely the cost of creating landing pages for every campaign will be difficult to claw back?
If that’s the case then you’re probably in the wrong partnership. You need to change to a web design company that will create a site where you can make changes whenever you want, whether it’s creating landing pages on the fly or updating prices and text.
If you want to make that change, contact us for an informal chat – there’s no obligation and we’re happy to help.