Online marketers have used the term “Landing page design” for many years to describe a sales tactic focused on getting people to take one, specific action. Today, landing pages have simply become a required element in the marketing toolbox for every imaginable business, including local brick and mortar types.
A landing page is just the page people land on because an ad or email directed them to that specific page as opposed to your site’s homepage.
Effective landing page design make it very clear what a visitor is going to get from a page and how to get it. That’s it plain and simple. There are many great articles on how to create better landing pages (including this one from Ulnbounce) but today I want to focus on why you need to create and use landing pages as a core online tool
Local content
One of the best ways to get your site to rank higher when people search locally and on mobile devices is to have lots of local content. Creating landing pages that feature very localized, down to the neighborhood perhaps, content is a great way to start building the local content and link necessary to have your pages move up in the search index for local search.
Social content
Sending your LinkedIn, Twitter and Facebook connections to landing pages that are personalized to each network is a great way to deepen the connection. By running Twitter and Facebook feeds on these pages and acknowledging the connection with those that come from those networks you will also find a much higher degree of engagement in those networks.
Smart content
By creating landing pages that address the specific market segments, product segments or key content segments for your business you can begin to better funnel people to the specific types of content they desire. Using a tool like Survey Funnel in conjunction with your landing pages could allow a visitor to tell you what they are looking for and be directed to specific content based on their choices.