TOP
STORIES
 1 of 5
Flashback Friday: Inside a Doomsday Survival Luxury Condo
In this first edition of Flashback Friday, go deep within a 1960s missile silo to this doomsday-ready condo community complete with audio, video and iPad-friendly Crestron automation.
 2 of 5
17-Foot Projection Screen at Heart of Company's Collaboration Strategy
Brown Brothers Harriman & Co. embraces collaboration in ambitious technology renovation of a historic Boston building.
 3 of 5
Inside the Installation: 'BioWall' is Outdoor HD Masterpiece
United Therapeutics’ BioWall is a 16' by 9' state of the art HD video wall designed to relax, educate, and inspire passersby 24 hours a day.
 4 of 5
University of Oregon Builds Football Performance Center for Champions
With stunning AV systems installed by CompView Audio Visual, this school's new athletic center is unlike any other.
 5 of 5
Video Gallery: ALS Ice Bucket Challenge Soaks the Industry
In the last couple weeks, the AV industry has stepped up to participate in the fight against ALS -- and dump freezing cold water on the heads of their bosses and colleagues. Here's CI's roundup of Ice Bucket Challenge videos, the AV edition.
Principles of Strong Web Landing Pages
How integrators can leverage strong, focused web landing pages for more effective online campaigns.

Article


November 13, 2012 | by Don Kreski

The quality of your “landing pages” - that is, the pages visitors first see when they land on your website - can make or break your marketing efforts.

Strictly speaking, web developers create landing pages for pay-per-click advertising programs, and in many sites, they may be seen only by those who click on an ad in Google or Bing.

That said, these kinds of pages are similar to those you optimize for natural search. For example, if acoustical consulting is an important source of revenue, you’ll want to create a page describing your acoustical consulting services, and you’ll want to advertise those services in Google AdWords as well. Can you use the same page for both purposes?

Yes and no. While I wouldn’t use just any page as a landing page, the principles behind good landing pages can help you build stronger pages throughout your site.

Characteristics of Good Landing Pages

Whether a visitor comes to your site from natural or paid search, you must make it obvious that he landed on the right page. “People can jump from site to site so easily,” says Tim Grant, director of search and social media strategy at Gamma Partners in Chicago. “It’s not like driving to a store where you might as well look around once you’re there. On the web, if you don’t see what you need immediately, you’ll go somewhere else.” For that reason:

  • Building the page starts with the proper keyword or key phrase
  • In pay-per-click campaigns, the ad you write should use that same word or phrase in its headline
  • Most often, the headline on the landing page should use the same keyword again
  • Photos or illustrations must also show that concept clearly
  • Body copy must stay on topic, explaining the product, the process, or the concept that the page (and the key phrase) is about
  • Always to move readers one step further along the road to a purchase, so include a strong call to action.

Develop Calls to Action

As you create your pages, think about what the next step for the reader should be. Set a clear goal for each landing page and make it easy for your readers to act in a way that moves them toward your goal.

Amazon is a master at this process. Whatever page you land on, you’ll always find a summary of what the product is and why you should buy it, plus more detailed information. The e-tail giant always includes good illustrations, pricing, availability, buyer reviews and even suggestions for related products. Each link is a call to action. Do you need to learn more? Click here. Ready to buy? ‘Add to cart’ here.

Most service firms, however, are trying to prompt a contact, not a direct sale. How to do so is a little less obvious, but you still want to lead people through the information gathering process and always include a call to action.

“One obvious goal is to prompt people to fill out a ‘contact us’ form,” Grant explains. “But you don’t want to stop there. Be sure your address, phone and an email link are on every page, positioned in a consistent, obvious place. Make it very easy for them to communicate with you.”

About the author
Don Kreski is president of Kreski Marketing Consultants, which specializes in marketing and PR for the audio visual industry.
View all posts by Don Kreski
Social Bookmark or Share This
  • Facebook
  • Twitter
  • Digg
  • Del.icio.us
  • Yahoo! Bookmarks
  • Google Bookmarks
  • StumbleUpon
  • Technorati
  • Reddit
  • Windows Live
  • LinkedIn
  • Evernote
  • E-mail


  • Latest
  • Blogs
  • Photos
  • Resources
Flashback Friday: Inside a Doomsday Survival Luxury Condo

For the first ever edition of Flashback Friday, go deep within a 1960s missile silo, nearly 200 feet below ground, to a doomsday-ready condo community complete with audio, video and iPad-friendly Crestron automation. To say it was a unique project for integrator Logic Integration is an understatement.

17-Foot Projection Screen at Heart of Company's Collaboration Strategy
Inside the Installation: 'BioWall' is Outdoor HD Masterpiece
University of Oregon Builds Football Performance Center for Champions
Visual display overhaul for iconic London theatre the Aldwych
View more photo galleries



Recent comments

I go through your blog. The content is very good and informative. we will wait for your future posts. Thanks…

Posted by helpingtimes on 2014 09 18 · commented on
'Cambridge Sound Management Enables Individual Room Sound Masking'.

Hi, your work quality is so good, such kind of standard work process is not easy to find. we are also doing…

Posted by Manoj solanki on 2014 09 17 · commented on
'Multiple new RCF installations in South Korea'.

I really appreciate that your blog about Ultimate camera drones coming soon. Utilize as for intelligence.…

Posted by Brandon Smith on 2014 09 15 · commented on
'Camera Drone Integration to Take Off in 2015'.

This article contains some of the most informative content I’ve read in quite some time. The points…

Posted by Retail Management Software on 2014 09 13 · commented on
'coolux introduces latest version software for media and show control system'.