Industry Conversations, Tips & Ideas

Survey: For Medium-Sized Business, Landing Pages are King
Posted by: Michalene on Monday, 01 July 2013

When Marketing Sherpa recently conducted a survey of medium-sized businesses, they were not surprised to learn that landing pages are king. In fact, unique landing pages were the most widely implemented tactic among most marketers in the companies that Market Sherpa surveyed.

Why? Simply this: landing pages get results. Only, however, if they’re done right.

It is extremely important to get your landing page design right the first time, because it is what people see when you direct traffic to your link. A top quality landing page is extremely relevant to the offer that people are reading.  Your visitors expect to click on a link that you provide and then see a page that directly relates to that link.  If your visitors arrive and do not find the information that they are seeking, they are not likely to stay around for long.  If your landing pages lack relevance, you will see your bounce rate rise substantially.

In fact, when it comes to squeeze pages design, it is extremely important to optimize that aspect of your page with content that will get you the sales (conversions) that you would expect.  It is important to create dedicated landing pages that are ultra-targeted to a specific offer or product because it is what people expect.  It is also extremely important to ensure that landing pages from expired offers cease to appear in your search results.

Each landing page that is created by a company’s marketing department must be unique, optimized with quality content and ready to convert visitors.  It seems like an extremely tall order, but this is what must be done in order to get those conversions.  Proper search engine optimization is not practised as often as people think, because many marketers do the initial work, but do not update or maintain their pages to ensure they still appear in the search engines.

Marketers in small and medium sized businesses need to pay particular attention to the messages that they are creating.  Pretend for a moment that you are searching for something (on your own webpage).  When you land on that page, does it deliver information about the product that is relevant?  When you searched for the keywords, did a link to your page appear?  Does your page contain a clear call to action?  If you did not answer “yes” to any of these questions, then it is likely that you will need to reconsider your landing page with the use of a quality landing page design software.