How many visitors slip through the net?
Ever phoned in response to a press ad only to find that the person answering knew nothing about it? Yes, me too.
Unfortunately, it's the same on the Internet. We click on an adword for a very specific search only to land on a generic page. Or we click on a search result and can't find the keyword anywhere on the page.
We are not known for our patience as Internet 'browsers'. We click back faster than you can say 'no deal'.
Where visitors land is important, and how you deal with each landing is crucial.
What makes a great landing page?
A lot is written about landing pages, and much of it is well-intentioned but wrong. Business clients (B2B) don't respond positively to long form copy. One glimpse at 20 word sub-heads, different font styles, testimonials and cheesy stockshots and they're off.
What may work brilliantly for a miracle cure won't work at all if your client is Walmart. Not only is a landing page about relevancy, it's also about credibility. Trying too hard can signal desperation if not outright scam.
What makes a great landing page is simple: it's the ability to get the visitor to act.
Given the principle that a landing page should relate - and relate directly - to the keyword, how do you get this 'act'?
This is where language is important. Nobody gives you their contact details. But they may be persuaded to to exchange them. Exchange is the word. It means we have to provide some benefit in order to get some action. How many landing pages expect you, the visitor, to give without receiving? Too many for sure.
In B2B, sales are usually way too complex to be closed without an exchange.
Many sites hit you with a complex form or tortuous click through routine before you've even read about the potential benefits. Then there's the annoying popup or nag screen (loved by Groupon).
Relevancy, usability, an appropriate tone of voice, respect for your visitor AND an effective call for action are the goals.
The accidental landing page
We have no means of controlling the landing page for visitors from search engine queries. They will land on the page that contains the text matching their search.
But that's no excuse for leaving the visitor in no-man's land. Clear navigation on all pages is the first step. And navigation that relates to keywords not only makes good sense to help direct traffic, it aids SEO too.