TOP
STORIES
 1 of 5
24 High-Tech Halloween Costumes
Former NASA engineer creates creepy Halloween costumes with the simple use of smartphones and tablets.
 2 of 5
Digital Signage Gets Spooky at 14-Acre Sports Complex
ConnectedSign installs 60 HD displays, including 12 interactive digital signage kiosks and a video wall, throughout 14-acre sports facility.
 3 of 5
Inside Atlanta’s High-Profile Security Control Rooms
In conjunction with its hosting this year's recently completed ASIS annual Seminar and Exhibits, media members took a tour of security operations and command centers around Atlanta.
 4 of 5
7 Super-Scary Wiring Scenarios
CI is bringing back our Halloween-themed guide to feeling great about your company's wiring techniques. What's the worst wiring scenario you've encountered?
 5 of 5
ESPN Makes Digital Splash with Eye-Popping SportsCenter Upgrade
Mobile displays, video floor, social media wall among many highlights of the new SportsCenter digital studio DC-2.
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: 7 Spooky Technologies (Still?) Frightening CIs

For this week's edition of Flashback Friday, take a look at what technologies were giving installers and manufacturers the willies just one year ago. AVB, HDBaseT, 4K, wireless video ... are you any more comfortable with these technologies in 2014?

Western Digital Expands Purple Line of Surveillance Hard Drives
24 High-Tech Halloween Costumes
Audio-Technica Presents ‘How to Mic a Zombie’
10 Cable Commandments of the HDBaseT Installer
View more news
Flashback Friday: 7 Spooky Technologies (Still?) Frightening CIs

For this week's edition of Flashback Friday, take a look at what technologies were giving installers and manufacturers the willies just one year ago. AVB, HDBaseT, 4K, wireless video ... are you any more comfortable with these technologies in 2014?

24 High-Tech Halloween Costumes
Advanced Places Projection in Back, Control Up Front
Digital Signage Gets Spooky at 14-Acre Sports Complex
Inside Atlanta’s High-Profile Security Control Rooms
View more photo galleries
White Paper:
5 Ways to Profit While Saving Clients’ Money on Utilities

How integrators can leverage power management, lighting control, HVAC, uninterruptable power supplies and room management systems increase revenue while offering customers solid ROI.

White Paper: Campuses Banking on Emergency Notification, Upgrades
Webcast: Unscrambling Your AVB, HDBaseT Questions
White Paper: Technology Brief on Control Rooms
White Paper: The Voice: How to Design Emergency Communication Systems with Announcements
White Paper: Digital Signs of the Times
White Paper: A Snapshot of the Onsite Freelance & Contractor Workforce
Webcast: 7 Ways an Integrator Can Save Clients Money on Utility Costs
View more papers or webcasts



Recent comments

I am pretty sure that it wasn’t the amount of flat screens that the player’s had in thier locker…

Posted by JT on 2014 10 31 · commented on
'University of Oregon Builds Football Performance Center for Champions'.

All the words I have on this topic are already there for everyone to judge as they see fit.  The only…

Posted by David Danto on 2014 10 30 · commented on
'An IT Guy’s Guide to ‘Talking Legacy AV''.

I had actually pulled back a comment that I had sent to post yesterday, however in follow up to the last posted…

Posted by Corey Moss on 2014 10 30 · commented on
'An IT Guy’s Guide to ‘Talking Legacy AV''.

I agree with Mr. D’Angelo.  There was a message in here worth discussing seriously, as Mr. Danto…

Posted by Mark Coxon on 2014 10 30 · commented on
'An IT Guy’s Guide to ‘Talking Legacy AV''.