Landing Pages, Part Two: How to Craft Your Landing Page Message

If you read our post on landing pages a couple weeks ago, you know how important it is to anchor your search marketing campaign with a landing page. But what makes for a good landing page? That’s a whole ‘nother ball of wax.

Eight out of ten times you conduct a search for a product or service, you will click on a paid search ad that leads you to a landing page that doesn’t speak to the two questions all searchers are looking to get answered: “How can you solve my problem?” and “Where do we go from here?”.

Simply put, most landing pages do not have a clear and concise call-to-action that spells out exactly what action they want the user to perform.

The key to a good landing page is to always focus your messaging in a way that guides users as to what you want them to do.

Here are a few best practices to go by when trying to develop your landing page message. Continue Reading…

This week’s guest blogger, TruePresence Area President Bob Blake, shows us why we should stop thinking of websites as a business expense–and start treating them more like a business extension.

What, exactly, is Internet marketing and why do I need it, anyway?

It’s a question I get every day in my new life as a TruePresence local owner.  And it’s one that I enjoy answering.  Nearly every one of the businesses that I speak with each day already has a website; it’s pretty much a pre-requisite today for starting a business – like having business cards and a cash register.  However, I find that too many businesses still consider their website as simply a business expense – like business cards and a cash register.

I like to share with them that their website is a 24/7 front door to their business.

It’s available at 2am on Thursday or 7am on Sunday morning even if they are not.  A well designed website will reflect their business, their style and their personality and be available for their customers at all hours.  A well designed website will help potential new customers find their services and can help fulfill their needs by providing a shopping cart or means to contact the business at any time of the day or night.

Internet marketing simply extends the concept by using the website as a platform for Finding, Getting and Keeping customers.  In short, leveraging the website can be one of the most profitable parts of a well organized business. 

What has your website done for you lately?

As TruePresence Area President, Bob Blake brings more than twenty years of technology experience to his Fairfield County, Connecticut based customers.  He’s worked with customers in Finance, Transportation, Telephony and Insurance and truly enjoys helping his customers succeed in their businesses.

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…