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…
By now, businesses ought to know that a good website means good business. However, thousands of business sites miss mark. The web is a powerful tool that should be used to Find, Get, and Keep customers.
Here are the most common mistakes businesses make online, according to our team here at TruePresence.
10. Going with the Old “Slap Something Up There” Approach
Letting your 17-year-old computer whiz nephew build your site might save money in the short term, but the result is very unlikely to achieve any business goals. Think of it this way; if you wanted to build a house, would you let your nephew build it simply because he happens to own a nail gun?
There are numerous tools on the market that can be used to build websites, however leave the heavy lifting to a professional.
9. Companies Talk to Themselves Instead of Their Customers
Too many business sites are built from the inside-out rather than from the outside-in. Every business needs to look at its website from the perspective of the customer or the potential employee, and talk to them, in their language. Cut down on industry jargon and talk about what you can do for the customer, not about yourself. You are not your target audience.
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Essential Ingredients for Small Business Websites
Businesses that have already invested the time and energy to create a website need to make sure that it is effective. After all, visitors spend an average of only 10-15 seconds on your homepage, so it’s important to maximize that time as much as possible by providing a clear path as to where they should go next.
So how effective is your site? To find out, use this checklist of small business website essentials created by our team here at TruePresence.
1. About Us
Who are you? Include a company overview, history, and background information on management teams.
2. FAQs
Answer the questions most people ask. Ask your employees for input and put up the questions and the answers. This will save time and money by letting clients service themselves. If you don’t think your customers have questions, you’re wrong. If you don’t know what they might ask, ask them to submit questions via a form. As you see repeats, turn them into FAQs.
3. News
A regular update of press releases and/or media hits shows that your company isn’t stale. However, if you can’t update it at least once a month, lose it.
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