Create Search Engine Landing Pages
July 24, 2009 by Stephen Kersey
Filed under Marketing
When you are marketing via search engines — such as Google AdWords — one underrated aspect of the marketing campaign is the landing page. By definition, the landing page is the webpage that the surfer will see once they click on the search engine advertisement. That webpage should contain a number of items.
Here’s a list you should double check when creating search engine landing pages:
An easy-to-complete form
Once you have the user on your landing page, you want to get information from that user as quickly as possible. An easy-to-complete form is the way to get that information right away.
Quick and simple information
Most users don’t want to be overloaded with information right away. Instead, highlight main points and make everything as simple as possible.
Links to answer questions
If you have a page that answers frequently asked questions, be sure to include a link on your landing page.
Reasons why they’re correct
Users will want reassurance that they clicked on the right link during their search. Give users reasons why they’ve reached the correct destination.
Landing Pages are Important (Image: Flickr)
Landing pages are in my experience the most powerful and yet most underused ‘tool’ any small business can take advantage of. Your great article really highlights two of the most important things I’ve found for my own landing pages — *relevancy* to what someone expected when they arrive on the page from the search engines, and the form you mention, so they can interact with and volunteer their personal info (usually in return for an incentive.)