The phrase “landing pages” has been associated with SEO, Search Engine Optimization, since its inception. You create a page on your business website optimized for one or more keywords or phrases to get better search engine results page (SERP) positioning. You also create landing pages for paid online ads to direct ad clicks to the place on your site where you have optimized to get the visitor to take the actions you want.
Those reasons for landing pages still exist and apply, but most businesses can use the strategy for their print and other offline marketing as well. You’re probably already putting your website domain on business cards, print advertising, and maybe even signs, magnets, shopping carts and more. The limitation of just using your homepage domain starts with the visitor’s arrival. Compare it to walking into a mega-mall and you’re looking for one particular shop. You’ll have to wander around until you find it, maybe getting some help from a mall map somewhere.
Suppose you arrived at that mall with more than 100 shops looking specifically for a specialty hiking gear shop. You can waste a lot of time before you find it, but since you probably drove some distance to get to the mall, you’re going to make the effort. It doesn’t work that way online. Your visitor is much more likely to just leave the site and go elsewhere to find what they want, as they have no gas or time invested in getting to your site in the first place. They can find many more hiking gear shops just clicking around.
If your print and other offline marketing is directing all traffic to your homepage, you’re losing business. Take the same landing page approach for your offline marketing and you’ll see a jump in your business. Create a landing page for every different major product or service that you want to feature. It doesn’t matter what type of business you’re in, as there are different things your prospective customers want to know or purchase.
Your business card can use your homepage domain, as it’s a generic advertisement anyway. Suppose though that you’re a local sporting goods business. If you’re running a print ad prior to the snow skiing season, or the summer fishing season, you should create a landing page titled “Gearing Up for Your Ski Trip (URL yoursite.com/ski),” or “Hooking Deals for Your Fishing Trip (URL yoursite.com/fish).” These are easy to remember and type in, almost as easy as just your home page URL.
You may already have pages content-rich in product or service niches. If so, you can use those as landing pages for offline marketing. Or, as you’re not really concerned with duplicate content issues in this situation, you can copy out part or all of page content to a new page with the URL and title that fits your offline marketing piece or venue. You’re not looking for SEO optimization here, though if you’re creating new content you can do both SEO and offline landing page marketing.
Think about all of your offline marketing and advertising and where you are sending website visitors, and then think about where you could be directing this traffic. Get them to what they want to see on the first-page load and you’ll see more business from your website.
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