What is a Landing Page?
Marketers use landing pages to drive a specific type of traffic to your website, and hopefully conversions as a result. When people visit a landing page, they are typically arriving from an organic search result, or from an advertisement. The structure of an advertisement landing page differs from the structure of an organic search (SEO) landing page.
Advertisement Landing Page
When you invest in advertising, whether it’s over a podcast, on Google Adwords, or on a social media network, you need a way to track whether it’s actually driving results. Marketers can directly track conversions if they set up a specific landing page with a form or a link that allows users to inquire or purchase.
However, a landing page ad set-up can also negatively impact conversions. Users who follow-up on an ad are usually looking for more information. When they are directed to a specific “sales funnel” page with a few short sentences and a form, they may not feel informed. So, it’s best to design an advertisement landing page with an attractive design and content. Sometimes, using the website home page is better than a landing page, if users need time to understand your organization as a whole.
SEO Landing Page
While advertisement landing pages drive traffic from specific ads, SEO landing pages drive traffic from specific organic search queries. Typically, an SEO landing page is focused around an area of service. Because the majority of search queries are local, businesses benefit from describing their products and services in the context of local suburbs and communities. For example, on Long Island, there are more than 100 unincorporated areas that may change the way people are searching. Landing pages are designed to meet those needs.
If you want to know more about landing pages, and our other digital marketing services, get in touch with the experienced team at BeeSeen Solutions.