Landing Page Benefits

Why Every Promotion Needs Its Own Landing Page

landing page objectiveThere are two major reasons every promotion needs its own landing page. Both highlight why it’s a bad idea to direct visitors to your homepage, or a generic page on your website like “About” or “Contact us.” They also highlight how landing pages can generate more conversions for any business. Here are those reasons:

User expectations need to be met with message match

When a prospect clicks through your advertisement or promotional link, they’ll have certain expectations for the landing page. It’s your job to meet those expectations with something called “message match.”

Never underestimate how a person’s buying behavior can be influenced by their feelings. So always keep in mind how you’re making someone feel – whether you’re talking to them directly, or they’re reading your landing page copy.

What is message match?

Message match is how much consistency two pieces of a PPC or an Advertisement for example, have.

A PPC or even newspaper ad  campaign with strong message match would have a lot of consistency between the actual advertisement copy and the landing page that it leads to. That consistency can come in several forms: matching headlines and text, calling attention to parts of the landing page copy that are mentioned in the ad, and using matching images (if your ad campaign includes them).

I hope that’s not too confusing but to put it very simply – If an advert mentions discounted anti-wrinkle cream from Nivea, thren that is what the landing page must show. It is pretty rare that a Home Page or any other website page can be that focused.

Your Landing Page must have

  • Your brand logo is on the landing page.
  • You use the same images on the landing page as you do in the ad.
  • Your landing page headline and copy matches the corresponding ad headline.

Without strong message match, your landing page visitors won’t trust you. And if they don’t trust you, they’ll bounce before they convert

Prospects are easily distracted with an imbalanced conversion ratio

The term “conversion ratio” refers to the amount of outbound links on a page compared to conversion goals. On your landing page, that ratio should be 1:1 — meaning, there should be only one outbound link and one conversion goal.

Decide on your conversion goal

This is the only action you want visitors to take. If you’ve created a report landing page, your conversion goal is downloads. If you’ve built a free trial landing page, your conversion goal is signups.

focused landing pageEach landing page should only have one goal.

See example on the left – One CTA with one objective

If your landing page is built for the purpose of getting prospects to sign up for a free trial of your service, it shouldn’t also attempt to convince them to download a report. Two CTAs (Click to Action) of “Download” and “Sign up” will steal conversions from each other. Instead, it’s better to build a separate page for each.

This practice is based on research that shows what happens when people are presented with too many choices.

No matter how good your landing page, if you offer more than one buying choice you will reduce your potential sales for each of them.

Your advert says 50% off Car Service – Your landing page should show just that with only an outbound link to the actual offer.

Outbound links

These are any links that drive users off your landing page. There should be no outbound links in your logo, in the body of your page, or any links in a navigation menu (because you should not have a navigation menu.

The only link that should drive visitors off the page is the one in your call-to-action button. When they click it, your visitors should be directed to the next step in the conversion process — whether that’s another landing page or a “thank you” page. Any other outbound link detracts from your conversions.


The Real Benefits of a Properly Constructed Landing Page

  • Focuses visitors to where you want them to go
  • Directs YOU on what your are trying to sell
  •  Builds customer trust
  •  Reduces bounce rate on your primary website
  • Avoids wasting advertising revenue
  • Removes any possible confusion in visitors minds
  • Avoids distractions from the real aim of the campain

Our Small Business Landing Page System takes all the factors that apply to major advertising campaign but converts it to any samll business

It does not matter whether as a small sole trader you actually have a website, this system takes away the need (and the expense) but can offer you the same result.

Even if you do already have your own website, it is rare for that website to actually fulfill the need of a visitors following an advertisement you have placed in the local paper,or a magazine or have even ventured into internet advertising.

If you use Facebook as an advertising channel that is great, but it also makes the need for a goof landing page even greater.

For instance if someone sees your post on Facebook for a special offer or a specific service and wants more information, – Where do They Go? To you Landing Page of course because as we have discussed, your website may not meet the exact needs your potential customer is respoonding to.

Check out our Types of Landing Page Here