Can a Landing Page Help My Practice or Business?

A landing page is any page on a site where traffic is sent specifically to motivate an action on the part of the user.  Let’s think about this in terms of  basketball… a landing page is the basket that you want to get the ball (potential customer) in.

Once you get your customer close to the basket (that’s the landing page), the goal is to get the ball into the hole (to give and email address, sign up for something, or buy something). Just like in the real world, close misses count for absolutely nothing. Let me repeat – the goal of the copy and the design of a landing page is to get a potential customer to take the action that you desire (get the ball in the basket aka sign-up or buy).

Here are some examples of how landing pages function from various traffic sources:

  • Traffic is sent from a pay per click (PPC) search marketing campaign (ex: Google AdWords) to multiple landing pages that have been optimized to correspond with the keywords the searcher employed.
  • Traffic is sent from a banner ad or an eye-catching graphic to a landing page that has been specifically designed for that target audience.
  • Traffic is sent from a link in an email to a landing page that has been designed to prompt the user to make a purchase.
  • Traffic is sent from your engaging blog post about Mac vs. PC hardware to a landing page that pre-sells affiliate laptop products or encourages the user to opt-in to a sub-list.

Note:
A landing page doesn’t always have to sell a product immediately (although most should).
The page you’re currently reading, “What’s a Landing Page”, is a content landing page designed to organize many related pages around an overall theme. My strategy: demonstrate expertise and make visitors feel comfortable enough to examine my services.

Stay tuned for my upcoming post:
Over-The-Top Landing Pages that Turn People Off

Hey, I need your help to make this next post happen. Send me a link to the best example of the worst landing page you’ve seen and tell me 1) why its so bad, and 2) what could be done to “fix” it.