We get asked often about strategies on creating amazing landing pages. Truth be told, there’s no one perfect answer! It depends completely on why you are creating the landing page to begin with, and also what you plan on doing with it once it’s created. Let’s examine reasons why someone would want to create a landing page, and what they may be using the page for once it’s created.
Reasons for creating a landing page:
- You have a special offer or event that you want to provide certain people, and don’t want it listed on your ‘main’ site
- You want to focus on a single product or service and make a page that is more conversion friendly for that product/service
- You want to test different strategies for marketing purposes to see which type of content, imagery, styles convert better
How to market your landing page:
- Advertise on social media to drive awareness and sales for your special offer/event
- Run a SEM (AdWords) campaign to capture the audience searching for your product/service
- Stand on top of a building and yell your landing page domain into the streets for all to hear hoping someone remembers your URL when they’re in front of a computer again
Ok, but seriously, there are two ways that we find are the most productive for advertising a landing page. Social media is very effective if your trying to promote a sale, or an event. That one’s easy. But how should you create a landing page that will be more effective with your SEM strategy? Here’s one super helpful tip and suggestion that will help you take advantage of perhaps the greatest extension available to you in AdWords, the sitelink extension. And even better, you can put this information into practice right away! Instead of a landing page, creating a landing hub.
What’s a landing hub? To us at CTA, a landing hub is simply a sub section of your website focusing on a product/service or even a type of customer, that has multiple links and information tailored to that one specific thing. Before we get into two examples, if you are unfamiliar with what a sitelink extension is you can click here to read up on it! Here are two examples on what we’re talking about.
Example 1. You are a company that offers products and services to businesses. You have, say, 3 products that you focus on, but they each have their own information, pricing, service guarantees etc. so you decide to create a landing page for each one. You could have all of this information on one page, making it very easy to read, navigate, and user friendly, OR, to take advantage of the sitelink extension and having your landing page with a few different links; pricing, FAQ, a contact page, an about the company. Ultimately what this will allow you to do is use the sitelink extension to take up more space on the search engine results page, which we have seen have an incredible influence on our client’s AdWords campaigns.
Example 2. You are a home service company looking for consumers in your area who are looking for your services. In this example, let’s say that you are a painter. You decide that you want to have a very simple page that lets people know about your home painting services. Like the example above, you could very easily have a 1 page landing page for your business, OR, to take advantage of the sitelink extension, you could break out the page into a home page which is about your business and your home painting services, a page on interior painting, a page on exterior painting and a contact us page. That would allow you to take advantage of the sitelink extension and run a much more effective AdWords campaign.
If you have any questions about how to take advantage of the sitelink extension for your business, don’t hesitate to reach out to us and we’d be happy to brainstorm some ideas with you!