This is the second post in our Landing Page series. Our first post identified the two main factors that make a landing page. Now, you’re probably wondering how to get people there. Because getting them there is half the battle! Below we’ve outlined two ways to attract visitors, through an online advertising campaign and through search engine optimization.
How to attract visitors with an online advertising campaign:
The best landing page is one that attracts visitors that are already interested in the services or concepts that you are offering. Those people will gladly give you their email address in return for something of value to them. You get them to land on your landing page by linking your page to related advertisements (either paid or free). Common forms of paid advertising are Pay-Per-Click, Display Ads, Facebook Ads, and AdWords.
To successfully attract visitors to your landing page through paid advertising, you need to match your ad message to your landing page message, the majority of the traffic you generate will already be interested in what you’re offering. Ads that appear on search engines and social media sites will be keyword based, therefore they will appear when people search for terms related to your ad. This is an incredibly effective way to attract visitors who are already interested in what you are offering.
Use your social media profiles to promote your landing page offer, but beware of over sharing your own promotions. A good rule of thumb is that for every post about your company”s offers or services you should be creating 4 posts with other people’s content that you believe your followers will find interesting. This should prevent your personal posts and advertisements from annoying your followers, and it will help you build a community around your social networks.
How to attract visitors with search engine optimization and organic search results:
If the content of the landing page matches the search performed by your potential visitor, then your page will show up in their search results. This is referred to as organic traffic, and it is the most ideal way to earn visitors who are interested in your product or service.
However, if your page does not appear in the top 3 results on Google, Bing, or Yahoo, your chances of someone clicking decrease substantially. A study performed by Chitika, an online advertising company, in June 2013 showed that the top 3 search results get a total of 61.5% of clicks. This leaves the rest of results on page 1 fighting over 38% of clicks and almost no clicks for the second page of results and beyond. In order to increase your page ranks, you must optimize your landing page for search engines. Keep your content simple, unique and useful. Target relevant keyword phrases that you use in the content on your page and match them in your title, but make sure that it all makes sense, and is not spammy. (We”ll dig further into SEO best practices in later posts.)
So, you now have a smart, unique landing page that is attracting great leads! Come back next week to find out how to nurture those leads and turn them into customers!