Increasing conversion rates on landing pages

Have you got a website, but still have a nagging feeling you should be doing more to reel in people who search for or stumble across you online? The information below should help you wonder no longer, as Orcare’s friendly team explain just how you can make your website as appealing as possible and increase the number of leads and customers you get through it.

I’ve got a website – isn’t that enough?

A good website is crucial for any business, whatever product or service you offer, but having a striking site is not the be-all and end-all of web marketing. It is, of course, a great start – but a website is by definition quite broad, explaining all the different elements of a business, and when you’re targeting new customers, maybe through a web marketing campaign, you inevitably have a much narrower focus. Sending people interested in what you have to offer through to a page directly following on from the advertising material you have sent out is very savvy marketing that has the best possible chance of convincing them to sign up or at least submit an enquiry. Pages with a specific purpose like these are called landing pages.

Tell me more about landing pages

Landing pages are becoming increasingly important to websites – and when used intelligently they will boost the conversion rate of your business – that is, the percentage of visitors to the page who go on to buy from you.

Many companies think once they have a website they should automatically divert any and all marketing materials to their homepage, as the hub of their site, but this is a mistake. This is where landing pages come into their own.

The best landing pages are custom-designed for visitors from a particular advert – they know what the would-be buyer has already been told, and what additional information those targeting will be seeking before committing to buying or at least putting in an enquiry.

Targeted landing pages increase conversion rates because they guide someone already interested in your product or service through the action that you want them to complete, usually a contact form.

Sending traffic to the homepage, however well-optimised and knowledgeable about your business it is, does not guide the visitor through this process, so forget sending any traffic here and create custom landing pages each time you run an advert or campaign. This goes for PPC keywords bought just as much as it does for an email marketing push.

If you want help creating a compelling landing page for your business, get in touch with our friendly team who can help you with every step of the process.

Read on... Increasing conversion rates on landing pages.