Website Landing Pages That Capture And Convert
By Ruth Kuttler
One of the biggest mistakes that website owners make is the creation of website landing
pages that are not designed for a single purpose and confuse the visitor by distracting them
with unrelated messages and links. An effective website is one that meets its goals and objectives
through landing pages that are clear, relevant and lead the visitor to take action. That action
might be lead generation or the purchase of a product. In addition, carefully crafted landing
pages can assist with company promotion, branding, visitor education and⁄or entertainment.
The website may be a single landing page designed for one purpose only or it may have multiple
pages or sections that when combined, add strength and value to the website's overall mission and
purpose. The best landing pages will include landing page optimization that incorporates keywords
that are relevant and likely to be searched. This can draw in a stronger market, leading to much
better landing page conversion. The following examples will make the landing page concept more clear.
Landing Pages for Lead Generation
If you are in a service-related business, your main objective may be to generate leads.
Your visitors arrive on a landing page that presents a strong case for solving the visitor's
problem, conveys trust and credibility, includes a low-risk offer and requests that the visitor
complete an inquiry form. The visitor may be enticed to complete the form in exchange for a
complimentary consultation or report. Whenever possible, the visitor's permission is obtained
at that time to add them to your mailing list.
You might include a check box (checked) that says "I would like to receive information
by email from [Your Company Name]." The overall goal of this landing page is to receive leads
from the inquiry form and to create a database of people who have opted-in to your list and
have agreed to receive your information by email. Your response to inquiries and your list
can play a major role in converting prospects into loyal repeat customers for years to come.
Perhaps your objective is to sell one or more products or services through eCommerce
on your website. In that case, your landing page for each item is designed to sell with a shopping
cart and automatic payment gateway. Your product page or landing page should be very clear
- it should include a picture of the item (if appropriate), clear benefits for the buyer and
answers to all of the visitor's questions and objections including return policies and shipping
information. If multiple products are being sold, policy information can easily be made accessible
through additional links from each product detail page.
Depending upon your objective to sell one or more products, the visitor should be prompted
to buy and check out, or add the item to his or her cart and continue shopping. Once the visitor
completes the checkout process, it is important that he or she is automatically added to a
database of customers. Be sure to comply with anti-spam policies and include this practice
in your terms and conditions. Following up by email to your list of customers allows you to
present a hot market with more and more opportunities to buy from you.
The Squeeze Page for Best Landing Pages and Improved Landing Page Conversion
The squeeze page is a landing page whose purpose is to get the visitor to take action
(join a mailing list or buy a product) before giving them access to the rest of the website.
There are minimal or no links to additional navigation. Once the visitor subscribes or buys,
they are redirected to a page where they have access to the entire website and all of its navigation.
The Importance of Focused Website Landing Pages to Search Marketing
The value of search engines to businesses cannot be overstated. The vast majority of
people in all age groups are heavily relying on search marketing when looking for products
and services. Searching for keywords in local and worldwide markets is easily accomplished
through the Internet. The quality of the landing page produced with searching is directly proportional
to landing page conversion. Let me explain in simple terms what this means.
| 
About BTH
User Agreement
Privacy
Site Map
Contact
News Feeds
RSS Feed
Follow @Stephen Bucaro
Web Design for Marketing
