TOP
STORIES
 1 of 5
Inside Super Bowl XLIX: U. of Phoenix Stadium Gets Teched Out
Host Arizona Cardinals partner with Pro Sound & Video to bring fans world-class football experience.
 2 of 5
Top 10 Most Dramatic Football Stadium Upgrades
In honor of the Super Bowl, we're rounding up the most transformational stadium upgrades featured on Commercial Integrator.
 3 of 5
InfoComm Offering Courses & Seminars at ISE 2015
Check out the schedule of InfoComm offerings at the upcoming Integrated Systems Europe (ISE) show in Amsterdam.
 4 of 5
Virtue of the Ugly: When AV Mirrors Rock n’ Roll
It's time for AV integrators to follow in the footsteps of great rock n' roll musicians... and aim for more than just aesthetics.
 5 of 5
Academy Awards to be Drenched in Dolby Atmos Sound
Over half of the Oscar-nominated films for best sound editing were mixed in Dolby Atmos, including American Sniper, The Hobbit and Unbroken.
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
Lenny Kravitz is Shure to Rock the Big Game this Weekend

Armed with an array of Gibson Les Pauls and Flying Vs, Lenny Kravitz is trusting the sound of his iconic guitars to Shure's new Axient Wireless Management Network for the Super Bowl XLIX halftime show.

How to Entice New Generation of Employees with Video Communication
How Margin, Labor Rate Mistakes Will Put Companies Out of Business
Virtue of the Ugly: When AV Mirrors Rock n’ Roll
Time for Integrators to Focus on Training, Retention
View more blog posts



Recent comments

superb blog and also very helpful.
if you are interested, to increase your knowledge about Business…

Posted by amitgupta on 2015 01 28 · commented on
'Brush with Business Doom: How 2 Firms Came Back from the Brink of Disaster'.

You are correct! The distinction is that this is the 37th consecutive year that films using Dolby audio technologies…

Posted by Chelsea Cafiero on 2015 01 22 · commented on
'Academy Awards to be Drenched in Dolby Atmos Sound'.

    “Dolby Atmos debuted in June 2012 in the Oscar-winning animated film Brave.”

Posted by Ken DeLoria on 2015 01 22 · commented on
'Academy Awards to be Drenched in Dolby Atmos Sound'.

This is great for Cambridge. Though LogiSon has had this ability for a number of years with their networked…

Posted by Frank on 2015 01 21 · commented on
'Cambridge Sound Management Enables Sound Masking Across Multiple Locations'.