What’s a landing page and why do I need one?

A landing page is first page of your website that a new visitor sees when entering your website.  The confusion regarding landing pages comes from the fact that each visitor can be shown a different page based on how your website is found.  It is extremely common for a website to have 10 or more landing pages.

Let’s take a look at how someone could find your website online:

Direct Visitors

A direct visitor is someone who types in www.yourdomain.com.  Not only do they know who you are, they know where to find you.  In this case the landing page is the homepage.  Think about what kind of message you would want to tell someone who already knows who you are.  This is clearly a different type of person than someone who has not done business with you.

Organic Visitors from Branded Search Terms

An organic visitor is a visitor who uses a search engine to find you.
A branded search term is a phrase which contains your name or your products name.

For whatever reason these visitors know who you are but might not know where to find you, or they simply type in your companies name without the “http://www.” Our research shows that this is extremely common with older people.  In addition most computers will automatically assume you want to search if no “www.” or “.com” is typed in.

Here are a few examples of branded search terms (and their actual web site):

  • Ikea Portland (www.ikea.com)
  • Les Schwab Tualatin (www.lesschwab.com)
  • Dove Soap (www.dove.us)

Organic visitors from branded search terms are likely trying to locate your contact info or wanting to research more about your company or product.

Think about the message you would want to tell someone like this.  It would be slightly different than someone who you frequently do business with. In this case the landing page is usually the homepage but sometimes the contact us page is shown.

Organic Visitors from Non-Branded Search Terms

These visitors are who you really want to be talking to.  Organic visitors coming to your site from non-branded search terms are people who search for “cheap furniture in portland” when they want IKEA but dont know it yet, and “tualatin tire store” when they want Les Schwab but don’t know what that is.  The whole point of internet marketing is to connect with these types of visitors.  In this case the landing page could be literally any page from your website.

When it comes to organic visitors – search engines determine which page from your website they will show.  Search Engine Optimization experts can only influence this, not directly control it.

This creates a bit of a problem for website owners.  The problem is that often times a visitor will land on a page which is either too deep into the sales process or not deep enough.

Imagine that you are searching for a Dell laptop.  You type “dell laptops” into Google and hit search.  Without thinking or reading the search results, you click the first link because it says Dell Laptops – $20% off.  It turns out that the site you are taken to is BestBuy and you land on their laptops category page.  They present you with laptops from HP, Toshiba, Apple and Dell.  You were searching for Dell but you are being presented 4 other brands.  To some this might not seem like a big deal, but consider the possibilities:

  1. Some users will see all the brands and get confused- they want Dell only. They will likely hit the back button and leave the site.
  2. Some users will not see the Dell logo and think that Best Buy does not carry Dell, so they hit the back button and leave the site.
  3. Some users will see Best Buy and leave because they intended to buy directly from Dell
  4. Some users will stay on the site and try to find what they were looking for.

Don’t believe me? Look at the laptop category page of BestBuy and try to find a Dell computer in under 5 seconds.

Referral Visitors

When someone who owns a completely separate website links to your website any visitors who find the link and come to your site thru that link are called Referral Visitors.  You may or may not have control over what landing page is shown to these visitors.  It really just depends on how well you know the other website owner.  Here are a couple common ways you would get Referral Visitors on your website:

  1. Your friend who has a blog talks about your company and links to your website- In this case you don’t really have control over what landing page is shown, but you would hope that your friend would serve an appropriate page- for example if your friend is raving about what a great job your auto repair shop did on his BMW- you might want the link to go to the page in your website that talks about your experience repairing BMWs.
  2. You get a newspaper article- In this case you would probably have control over the landing page and you would likely want to get the reporter to stick in an offer towards the end of the article such as: Oregonian readers get a special 10% discount when you sign-up at www.yoursite.com/oregonian.  For an effective offer you would make a custom landing page with a special offer just for the Oregonian readers- a way to encourage them to do business with you.
  3. You buy an ad on someone elses website- In this case you will likely have control over the ad and the landing page- so you want to make them congruent.  If the ad says “I lost 15lbs in 30 days on the Quick-Slim Diet” you will want to send visitors to a landing page featuring testimonials and a free trial offer.

Think about the message you would want to show to someone who is coming to your site via referral. Your website has been recommended to these visitors by a trusted source.  These visitors will likely take the time to read your entire landing page.  What will you say to them?

PayPerClick Channels

With PPC you have absolute control over every aspect of the advertising.
You control what phrases your ad is shown on.
You control what your ad says.
You control the landing page.

It’s no wonder there is a lot of buzz about PPC Internet Marketing.

The downside to this is that you pay on a per click basis.  PPC can be very effective but it requires a high degree of expertise to keep costs down and conversion rates up.  Conversion rate is number of sales or leads you get / the number of clicks you pay for.  You want this number to be as high as possible.

With PPC it is absolutely critical that you are able to measure conversions. It is not good enough to just send visitors to your website, the goal is to make your phone ring.

The real questions is- How well does your website convert?.

If an agency uses targeted PPC ads to send 100 qualified prospects your website, how many will contact you? Better yet- how many will make a purchase? If you don’t know the answer to this you are bound to either completely waste your advertising money or spend more money than you need to.

You must measure conversion rates to control costs and target properly.  Just like any type of advertising- its easy to pay a lot and not get the results you want.

Compound this with the fact that SEM Agencies charge large upfront costs and require lengthy contracts and you’ve got a recipe for out of control spending.  These agencies tend to focus on clicks.  Because they aren’t responsible for your all of your online marketing, they will focus on getting you thousands of clicks- and then blame your web or graphic designer when you don’t get thousands of leads.

At eHotLeads we are trying to change this.  We do this by offering sales leads on a Pay Per Lead basis.  This means you only you only pay for the leads you receive.  We do this by creating targeted Pay Per Click Advertising Campaigns and high quality Landing Pages that quickly communicate your message and capture the contact info of prospects who are genuinely interested in doing business with you.

Our unique advertising model offers you the opportunity to get high quality sales leads – direct from the internet to your inbox.  We take care of the PPC management, the web design, the graphic design.  All you need to do is measure how well our leads convert into sales.  We work with your sales team to modify our campaign so that you get the “hottest” leads possible.

For a free no-obligation price quote please call 503-776-0764.

When you call you will get a recording asking for your name, phone number, email address and website.  Please speak slowly and give us your contact information.  We will not call you back unless requested, but we will provide  a price quote via email and our lead generation experts will spend an hour reviewing your website. In addition to your price quote and website review you will receive a special report containing an easy to implement strategy that we have used to boost our clients response rates by 37%.

Published by

Chris Chong

Chris Chong is the President and Co-Founder of eHotLeads. He started his internet marketing career in 2002 and has since founded or helped launch over a dozen internet companies. As a serial-entrepreneur, his passion is to grow companies by applying proven direct marketing techniques in new ways.