A Few Good Reasons Why Your Paid Search Campaign Needs a Landing Page Now (Think ROI)

You spent a good deal of time and attention to build an amazing website. You followed all the best practices out there. You’ve tested the contact forms, content subject, keyword selection, page titles, color combinations, and navigation usability to come up with the best customer experience.

So why is your search marketing team telling you that you need a “landing page” to send your paid search prospects to? Can’t you just send these clicks to that perfect website that you put so much time and sweat into?

First of all, it helps to understand what a landing page is. We define a landing page as a single web page that a user “lands on” after clicking a link or an advertisement. The landing page is intended to maximize user conversion, however that conversion is defined: sale, lead or branding. The most common conversion goal is data capture, getting the page visitor to complete an online form to generate a marketing lead.

So you know what a landing page is, but the question still exists - why do you need to create a separate landing page, or pages, for your search engine marketing? Continue Reading…