Probably many of you are already familiar with Landing Pages. Their job is to capture new business leads for you by placing the focus on a particular appeal and using an interesting marketing style (but not too heavy on the sales, please) to generate interest and encourage the reader to supply personal details for more information or contact. Wikipedia has a good explanation here: (http://en.wikipedia.org/wiki/Landing_page)
Let me place the Landing Page in context by sharing with you a real-life example. I contacted a nice fellow in the UK recently who is launching a Pest Control business in the Lancashire area (let’s call it ABC Pest Control). He had somebody build a 4-page website for him, which was simply an electronic calling-card and nothing more. It was not upgraded for Search Engine Optimization in any way. I gave him a price for turning his 4-page site into a 15 page fully optimized site for the main keyword ‘pest control lancashire’.
Unfortunately, he was not able to move ahead. Expenses were just too high and he had no spare cash to invest further in his web site – even if it could drive a lot of business to his door. What could be done in such circumstances?
Playing in a small field
When you search for ‘pest control lancashire’ in Google.com you find about 200,000 search results. In other words, the playing field is small. Is there any reason why ABC Pest Control should not be on Page One of search results if the business optimizes its web presence? Not at all, thanks to the Landing Page!
How can one web page make a difference?
It certainly can, if it’s prepared by a specialist in writing and preparing Landing Pages. Consider these advantages:
- You communicate with your audience in clear and professional language
- You focus focusing on specific and interesting information
- You optimize the web page for important keywords that your potential customers use
- You convert your visitors from ‘passers by’ to ‘active enquirers’
Take a modular and tested approach to Landing Pages
Going back to ABC Pest Control, let’s assume that the owner decides to launch one Landing Page (about general Pest Control services). It starts working on the Internet, building a Web presence for him and attracting visitors.
The owner then decides to add other Landing Pages, focused on particular problems – Getting rid of mice, Eliminating ant colonies etc. The initial cost is for setting up the first page and further pages are just variations on the first one, so added costs are low. Each page is optimized for that particular keyword, so ‘eliminate mice lancashire’ – 663,000 search results. The advantages here are:
- You can build a series of Landing Pages at low cost
- Give each page a code so you can track performance
- Each page has a form inviting direct response
The response form on the page
Every Landing Page has a response form that the visitor has to fill. Generally there is no other way of making contact, so you are sure to catch all the details. A ‘closed’ page like this is also called a Squeeze Page and Search Engines don’t like them too much because there’s no way out to other web pages (to the regular website pages, for example).
The solution is to add what are called ‘reverse squeeze pages‘ where you include another few pages of Content (let’s say a variation of ABC Pest Control’s regular information about mice, pigeons and ants). You don’t give any contact details, just the background information. After the visitor has seen a set number of pages, he or she is passed back to the Landing Page for action.
Having a Landing Page or two (even if you’re not running an Adwords campaign) is a smart way to get moving on the Web, also if you’re short on cash. I hope that ABC Pest Control sees this blog, so that I can help him too in these hard times!