The sad truth about landing pages… Most people have done it: built really cool and well-thought-out search programs (or social media ads), spent hours on keyword research, carefully crafted the perfect ad copy… and then pointed that ad right at the home page of our website.
The fact is, when we don’t use a landing page, we’re cutting the effectiveness of our marketing campaigns by a significant percentage. How much? It’s hard to quantify, but I’d hazard a guess that this tactic leeches at least 50% or more of the possible impact out of a campaign.
It’d be like running an ad for a room at the Ritz Carlton, painting a fantastic picture of the great accommodations awaiting you… the marble bathroom flooring, the golden fixtures, goose-down pillows, nightly turn-down service… heck, even describing the little chocolates on your pillow (I love those!). But when you arrive at your destination (i.e. when you click on the ad), it turns out you’re actually at a Motel 6. Don’t get me wrong, I’m not slagging Motel 6- they provide great value for the money, and there’s nothing wrong with their rooms. But it’s absolutely not what you expected when you read that ad.
Ideally, if you click on our fictional ad describing a sumptuous Ritz Carlton room, you’d end up on a page that goes into a bit more detail about the room, and builds on the experience the ad started to describe. That marble floor? It was quarried in the city of Carrara. That little chocolate on your bed? It’s Patchi, one of the best-selling chocolate brands in the world. And there would be a way to book that very room, right there on the page.
In other words, you’re moving the customer a little farther along the funnel—and increasing your chances of converting them from a customer into a buyer. And you’re absolutely not forcing them to go find the information they want and need.
Aside from just being a common-sense kind of thing, there are some very tangible benefits to having a quality landing page experience:
OK, what are some key elements that should be a part of every good landing page? Like many things in life, keeping it simple is key:
In short, in these days following the 50th Anniversary of the Apollo 11 mission that landed men on the moon for the first time, we at Urban Sherpa Marketign Co. want to encourage you to create your own highly memorable and effective landings of your own. And while we can’t promise you a place in the history books, we know you won’t have to put on bulky spacesuits and leave the Earth to achieve your marketing goals.
Unless, of course, you’re Elon Musk.
Happy small business marketing!
Theron & Katie
At Urban Sherpa Marketing Co. we offer marketing advisory, strategic planning, and services for small businesses and startups, including content marketing. Our goal is to make high-quality marketing possible for every business, no matter the size. Think of us as your outsourced marketing department, strategic marketing adviser, or even your phone-a-friend marketing lifeline. We specialize in building efficient marketing programs to grow your business without blowing the bank.
Ready to learn more? Our initial consulations are always free.