Creating Multiple Landing Pages

Creating Multiple Landing Pages - Every website has a home page, the first page of your website that pulls the entire site together. It is where all navigation originates. And it’s where you direct your viewers to different pages throughout your site.

But what is a landing page? A landing page is a self-directed website page that you use to draw people in to your site through different methods. As you place ads on different websites, match keywords for different ad campaigns, or try different forms of marketing for different types of industries, carefully creating a landing page can turn your viewer into a paying client.

Create a Landing Page with Direction

A landing page is not just another home page. A landing page should be specifically set up for whoever will be entering through that page.

Let’s use wedding photography as an example. If I wanted to specifically target newly engaged couples, I would create a landing page that had text and graphic images particularly eye-catching to a bride. I would use the industry buzzwords when describing my product. And I would concentrate on using keywords that were used regularly for searches within the wedding industry.

Use Text and Graphics to Sell Your Concept

Have you ever landed on a page, and there’s so much text you don’t even know where to start? How about landing on a page where there’s multiple images, but you’re not really sure what they’re selling? What do you do in both cases? Back out of the site and move on.

Yet so many businesses put up these types of sites every day. Photographers are a prime example. I’ve entered dozens of photography sites and found a handful of images throughout the site – galleries of photographs – but very little text describing what they do, or how they provide me with a service. It’s hard to buy from people if you don’t know what they do.

Instead, create your website in the same manner as you put together your sales presentation. Add graphics to support your text. Lead people through your site providing more detail when it’s asked for. Solve your viewers’ problems by providing them interesting things to investigate along the way.

Under Promise, Over Deliver

Landing pages are accessed through direction. You have a link from another website, an online advertisement, or through the search engines. A landing page is not necessarily the home page of your website. Don’t confuse people by directing all of your online efforts directly to that home page.

If a garden center has a full selection of birdhouses, and wants to increase its sales of these birdhouses, it will develop special landing pages that showcase these birdhouses.

Imagine reading an ad on the Home & Garden website about unique birdhouses. They are just what you’ve been looking for. You click over to the site, and it’s a home page for a garden center. You search the home page, but find no direct link to the birdhouses mentioned on the other website. By directing to people to your generic home page, and hiding the information on birdhouses back several pages within your site, you have lost a sale.

Now imagine creating a landing page that is filled with lots of colorful images of the birdhouses, and providing direct links to the entire product catalog and to the shopping cart, your sales process would be complete.