Nationwide Marketing

Landing Page

Nationwide Marketing provides result driven landing pages and search marketing to improve conversion rates with high levels of web traffic and communication. Landing pages are meant to draw more traffic to websites by being an extension of the original ad or link that is clicked on. A landing page, sometimes called a destination page or lead capture page, is the web page that visitors arrive at after they click the link on a search engine results page. A landing page can be the first page of a website that was advertised on the search engine results page, or from one of the natural results from the search query.

There are two types of landing page: reference and transactional. A reference landing page presents information that is relevant to the visitor. A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. The landing page generally displays logical information, usually something that pertains directly to the keywords searched, or has the keywords directly on the page. In pay per click and other paid inclusion campaigns the landing page is considered the place where “the deal is closed” which basically means that visitors decide on the landing page whether they are going to use the service of the web page or not.

In pay per click (PPC) campaigns, the landing page could also be customized to measure the effectiveness of different advertisements. By adding a parameter to the linking URL or inserting Javascript code containing "cookies", marketers can measure advertisement effectiveness based on relative click-through rates. Cookies are little bits of information that are temporarily stored on a site user's computer.

Once a site visitor is on your landing page, you're in control. Whether the site visitor takes action or leaves is in your hands. The site visitor has now entered the sales funnel. Here are some suggestions on how to keep them there:

  • Design fast-loading landing pages. Users value ads that bring them to the information they want as efficiently as possible. A high-quality landing page should not only feature unique, relevant content, but also a fast load time. Users are more likely to abandon landing pages that take too long to load, which will hurt your conversion rate.

  • Thank the site visitor for responding with a brief headline like, “Thank you for clicking on my ad”. This lets the site visitor know that he/she is in the right place.

  • Capture crucial data, but don't ask for too much. Ask for the minimum information you need. Maybe name, title, company and e-mail address. Any more than that could turn your site visitor off and have them running for the hills.

  • Provide a good promise of policy and make it clear. For example, let them know that information they provide won't be leased, sold or given to anyone else for any reason whatsoever.

  • Keep the landing page content short. On this page, just thank them for responding, assure them that their information will be kept private and quickly get to the point on why you wanted them on that page (e.g., to buy your product, provide information about themselves for a lead, join your association or subscribe to an online newsletter).

  • Follow up! After people complete the transaction from your landing page, follow up on those leads ASAP. You should have follow-up messages ready to roll automatically. The whole idea of lead generation is to capture contact data and then move forward with qualifying and otherwise processing the lead or completing the sale.