Many small business owners and even some marketing firms fall in to the trap of sending targeted web traffic to a website’s home page. This may be fine for those visitors who come to your site through direct contact such as word of mouth, business cards, yellow pages ads, etc. but it is certainly not effective when it comes to buying web traffic.
There are many business owners who have dabbled with Google Adwords and simply direct their paid traffic to their home page. While this may generate some business they typically become frustrated when the desired results are not achieved. The reason for their frustration and lack of conversions is very simple. You cannot send targeted traffic to a generic or untargeted web page and expect it to convert. What do I mean by targeted traffic? When you bid on search terms in Google Adwords, you are buying traffic for web users who are actively searching for products or services that match those terms. For example, let’s assume we are working with an attorney who specializes in several areas of law. Let’s also assume we launched a Google Adwords campaign and are bidding on the term “divorce lawyer”. If we sent those clicks to our client’s home page it would most likely be a waste of money. Why? Most home pages are very generic and give a brief look at the company and require you to dig deeper into the site to find what you are looking for. In our example, if we sent someone who is looking for a “divorce attorney” to our client’s home page that talks very little about divorce, we may not get any action out of that visitor.
The solution to our problem is to use a landing page. Landing pages have a single purpose — that is to compel a web visitor to perform some business goal. Many times this goal is capturing a name and email address, downloading a PDF, making a phone call, or even purchasing something from your web site. There are too many distractions on the home page and other pages of the site which can cause your site to lose sales and leads. Looking back at our example, if we had directed the visitor to a page that talked specifically about divorce, the services offered by our client, and a strong call to action we could expect better conversions. When used correctly landing pages can drastically increase your ROI.
Whether your budget is $100 or $10,000 per month, Cogent Search Engine Marketing can assist you in your Internet marketing efforts. We know exactly what a great landing page can do for your marketing dollars and how to implement them. Call us today and find out how you can take advantage of our services risk free.
Advertise on major sites like
