Most web site design focuses on the Home Page. For companies that utilize online marketing, it is the landing page that is vital to get returns from the marketing campaign. You may be asking, What exactly is a landing page? It is a specific page on a web site that is designed for visitors that are referred from a marketing campaign and it is designed to achieve a specific marketing outcome, maximize visitor conversions < sales > or collect information, usually for sales leads.
An effective landing page is one that meets your objectives, whether it be gathering registration data typically needed to generate leads, profile and qualify site visitors for more relevant follow-up marketing or answer visitors questions about your company or product. It is also important to realize that the majority of the visitors to your page will not convert, so it is very important to give them a favorable experience.
There are three main choices when designing a landing page. The first is a page that is integrated into the sites structure and consistent with standard page format and navigation for the site. The second choice is a single page that is specifically designed for a campaign with a totally different look and feel, usually with most of the navigation tabs removed. The third is a page that goes directly into a micro site that will provide the visitor with more in-depth information.
Option 1. Landing page is integrated into the existing site architecture and style
The most efficient, in terms of the effort required in content creation, is making the landing page part of the main site architecture. The downside is that it may not work well in terms of converting both the direct referrers and the browsers that have been directed here from other pages on the site. Landing pages should always be search optimized, which could add to the cost of the campaign.
Option 2. Landing page that is not part of the main site structure or style
This type of landing page is used where a more "stripped down" page rather than standard content is required which focuses strictly on converting visitors from an online ad campaign. This method is often used when resources can not be found to create a micro site within the main site or it is felt that the existing look and feel of the site can not deliver the brand or product information with the required impact.
Option 3. Micro site with several pages or tabbed landing pages
A Micro site will typically contain a cluster of web pages that are used for a variety of purposes. In most cases, micro sites, like landing pages, are specifically designed to convert your web site visitors into leads, but the lead capture is handled through a more content laden approach by providing the prospects with deep information about your product. An additional benefit to building a micro site is the enhanced search engine optimization opportunity. Micro sites are usually placed on a domain separate from the primary company website and sometimes contain dozens of pages of topic specific content, which can set the stage for a high organic search ranking. Also, if you are creating a short-term branding campaign, it may be more straightforward to create a micro site separate from the main site with a different look and feel.
Note that your landing page can potentially be your Home Page, although traditionally, this is not considered to be the best practice. However, if your company has a very limited range of products or the objective of your main campaign is to generate an awareness rather than a response, this could be the correct approach for you.
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