Landing pages are used for many purposes, but most commonly they are used in conjunction with an ad campaign. The page must be part of a user experience that is consistent from the initial search query to the final conversion. Let’s say a user is looking for digital marketing services In a Google Search campaign, it would work like this:
User searches for Digital Marketing in VA => Add for Digital Marketing Appears => User Clicks Ad => Lands on Landing Page About Digital Marketing
Once the user is on the landing page there should be a very strong Call to Action (CTA). The landing page exists for one reason and one reason only: to convert a user into the sales funnel. That may be from a call, a contact form, a whitepaper download, a video watched, or any number of things that will engage a prospective client or customer.
In this example, our client had a need to drive registrations for an annual security fair they hold. In the past registrations had been captured manually and by invitation. The process was anything but streamlined. Our landing page enabled them to promote the Fair across social channels and handle all registrations online, without any human interaction. The page has all the pieces of a successful landing page. Indeed, this year’s show reached capacity in record time!
Take a guess at what the primary Call to Action is?
As part of our digital marketing services, you will hear us talking about landing pages quite a bit. In order to make the most of your advertising dollars and help grow your business, this part of your web ecosystem is a must.