12 Days of Google Christmas – Day 4 (Landing Pages)

Do you think if Santa Claus had a website it would be easier for him…and us?  Just think, kids could submit their wish lists directly to the big guy himself, bypassing trips to the post office drop off location.

Have you been to the post office this time of year?  It’s not a pretty site.  No more standing in lines at the mall or one of the many locations Santa will be visiting….have you heard of Skype?  The thought of no more parking lots, driving around looking for spot near the door, worrying if that cute little girl in front of your child has had a flu shot, because she just sneezed all over your kid…visions of peacefulness could dance through parents heads’ all over the world.  So this brings us to a crucial part of a fully functional working website.. the landing page.  It’s not as if Santa would need to worry about driving traffic to his site but what will he want to do once he gets the traffic there?

Definition of a Landing Page:

The definition of a landing page is just what it sounds like (not to be confused with Santa’s landing site on your roof): it’s the page your website visitors arrive at after clicking on a link. It could be your home page, or any other page in your site. Keywords will drive your traffic to a specific page.

What a Landing Page Does:

The best use of a landing page is not what it is, but what it can do for you. Your landing pages should provide a customized sales pitch for the visitor…did the elves overdo it on production of the red painted wagons this year and you need to make sure they go out?  The best way to go about this is consider where the person has come from, who they are and what keywords they searched.  By providing a good match, your chances of engaging the visitor goes up as your conversion rate should.

Well written landing pages almost always have better conversion rates than simply leading people into the home page of your site. When you drop people into the homepage of your site, it’s not good to ask them to fend for themselves. Too many choices are not always a good thing.  They arrive and spend a couple seconds before giving up and hitting their back button to move on to your competitor.

When a Landing Page Should be used:

You should create targeted landing pages anytime you can control where people will be coming from, and your goal is a specific transaction such as sales, registrations, sign-ups, etc. This is particularly true if you are paying for the traffic with banner ads, sponsor links, or pay-per-click.

Landing pages will give you a true pulse on the effectiveness of your website. It’s kind of like if Santa had a landing page – he’d know exactly what every kid needed and have even more efficiency under his big black belt.

Author Amanda Hall

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