By Monte Huebsch, Managing Director - Aussieweb.com.au

When we speak of landing pages we are not talking about specific web pages “tuned” to keywords with optimisation to hopefully be index in the organic listings in Google. What we are talking about is a specific page created that is the landing URL of a Google AdWords Pay Per Click (PPC) ad. In fact, the URL for the landing page is most likely not the URL of the company web site but more on that during the seminars.

One needs to embrace the difference between a web page that is part of a corporate web site and the landing page from an AdWords ad.

A web site and its pages must represent the whole company and all its stakeholders. Common elements include:

• About Us
• Our Products
• Our services
• Investor information
• Contact Us
• Support
• Privacy statement
• Terms and Conditions
• Copyright
• What is new
• Newsletter sign up and, now
• Blogs
• Podcasts and even video

You have all seen these and you know what I mean. These sites serve the company, prospects, clients, suppliers and investors. Many audiences and lots of content.

Land pages, by contrast, need to respond to only one thing. What the searcher is looking for. Unless they are looking for your company – by name, what they are after is usually very specific, and so should the landing page.

Key elements of successful landing pages are:

• Limited navigation
• A direct reflection of the search term
• A bold and clear “call to action”. Usually a form to email that has limited fields BUT asks for contact details of Name, Email address and Phone number
• Search term related pictures, audio and text to capture all of the NLP learning styles
• A link to the company web site
• An offer that is a real exchange of value for the requested call to action

While the objective of the company web sites is multiple and varied, the landing page is specific and focused. Its goal is to get contact details for proactive outbound marketing and take visitors to an appropriate follow up area of the company web site.

You can view samples of successful landing page for a wide range of industries and products/services here

Enjoy
Monte Huebsch CEO
monte at AussieWeb.com.au
07 3216 1001

This entry was posted on Friday, May 4th, 2007 at 11:22 am and is filed under Weekly Contributions. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.