Capturing your target audience’s interest comes from giving viewers the information they seek. People may learn of your site from a search or online ad pertaining to a specific interest area related to your business. Once they land on your site, you have just a few seconds to capture their attention, so the first thing they should see is info about the topic they searched or clicked on. This means that rather than going to your general homepage, they are directed to a specific “landing page” about the topic they searched and clicked on.
Having straight-forward, content-rich landing pages that cover key customer interest areas is important to the overall content strategy and online advertising plan for a website. Even if you rely solely upon organic traffic (with no paid online advertising), it’s important to have multiple landing pages on key topics to help people find your website more easily.
Harris Web Works (formerly Medium Well) can help you create effective landing pages for your website that are part of an overall content marketing strategy and online marketing plan. This includes writing content if needed, aligning pages with other online activities and your blog (if you have one), and continually adding more landing pages. Our experienced team will become familiar with your products and services in order to implement a plan that ties in with your other marketing activities and goals.
Effective landing pages include several key elements:
- Helpful information (primary)
- Easy-to-find links for additional info about your company, products and services (secondary)
- Clear and easy call-to-action and contact info
- Clear representation of your brand
From Wikipedia: In online marketing a landing page, sometimes known as a “lead capture page” or a “lander”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.