It is important to remember that as your website improves in rankings you will find that many of your landing pages appear higher in the rankings than your homepage. With that said your landing pages must only represent your brand, offer the correct information (in regards to the specific search) and must also allow easy access to conversion. A key indicator in this is looking at the bounce rate. A ‘bounce’ is recorded if a user visits only one page of your site before going elsewhere.
In order to have effective landing pages your must include:
- Prominent calls to action messages
- Quality, informative content that instills trust in your brand
- Easy-to-find contact forms
- Minimal distractions for the visitor
Remember the key reason any company undertakes any type of online marketing is to increase revenue. If the visitor cannot find the information they are looking for or do not trust your web page then they won’t convert into paying customers.