Landing pages within a website are a great place to divert traffic to promote special offers, events and new products.
But landing pages are important for three reasons in particular that cover some of the most important aspects of digital marketing: search engine optimisation, pay-per-click advertising and conversion rate optimisation.
Here’s a look at why landing pages are important for the success of all three:
SEARCH ENGINE OPTIMISATION
Any campaign that wants to target higher rankings in the SERPs requires well optimised landing pages.
Although the homepage and other key pages within the site structure may be set-up to target these search terms, there are occasions where a new landing page may be required.
One example in particular may be when a brand decides to target a new search term it has discovered through keyword research which has the potential to provide profitable traffic, but the keyphrase doesn’t quite fit in to the current pages on the site.
A new landing page can be developed to exactly target the newly found search term with optimised titles, meta descriptions, content and images to improve rankings further.
Pay-per-click works as an auction, and the highest bidder usually gains the best positioning for their ad.
When working with a smaller PPC budget in particular, reducing the cost-per-click can greatly improve profit margins from what can be a very expensive form of digital marketing.
Directing traffic for the highest volume and most competitive search terms to a bespoke landing page that has been opitmised for the search term in question will improve the relevancy of the PPC ads, and in turn, reduce the maximum bid required to get the top ad spots in the search results.
CONVERSION RATE OPTIMISATION
Wherever your traffic comes from, be it PPC, SEO, social or direct, it can be more difficult to convert would be customers when they are directed to generic landing pages with broad information or just the homepage of a website.
A great advantage of digital marketing compared to more traditional advertising is that webmasters know exactly what web surfers are looking for, and so can tailor experiences accordingly.
If a user is looking for ‘red balloons in Manchester’ but you direct them to a page called ‘buy party accessories in the UK’, they are less likely to click on your page in the first place, and less likely to convert once they get there.
For the highest search volume keywords, it is worth spending some time setting up bespoke webpages to increase the conversation rate and increase profitability.
Landing pages also give creatives an opportunity to develop designs that are user experience friendly and target conversions. On-page contact forms can be included, as well as phrase specific graphics to draw the visitor in and tempt them into either getting in touch or making a purchase.
LANDING PAGE DESIGN
Supreme Supports has designed numerous landing pages for large and small brands that are creatively led, optimised for search and conversions.
For more information, get in touch.