This question comes up all the time in the search marketing industry: why should I even bother setting up a landing page for my pay-per-click account? Doesn’t my home page have all the information anyone could need?
The funny thing is that the second question actually answers the first question. Let us explain: if the entire point of a SEM account is to drive traffic to your site in order to generate leads and sales, then we want to get them from point A to point B as quickly as possible. If you have all the information they could need at their entry point, then there are too many choices for them to pick from; many of them having nothing to do with generating a lead or sale. So in most cases, more information and navigational choice is the last thing you want at the entry point to a site.
What you do want is a place where your visitors can instantly make a decision on an appealing offer that is specific to their search phrase. If they have this, they can only choose to accept, decline, or bounce. That’s a lot fewer choices than your home page would present, and since you place the offer prominently on the page, it’s nearly guaranteed that they will at least consider the offer. We’ve seen cases where using a specific landing page will literally multiply the number of leads and sales you generate online, so definitely utilize one!
Should you need professional assistance setting up a landing page, please don’t hesitate to contact us today for a free initial internet marketing consultation. We’ve set up literally hundreds of successful pages, and can easily do so for you.
Leave a Reply