What is the most important page on your business website?

Thought that it was the homepage, or the 'contact us’ page? Sorry, but you’re completely wrong.

It’s not that these pages aren’t important because they are. They include key information about your company, your product or service and your brand and they allow visitors to make an enquiry. But the most important pages on your business website are your landing pages.

Landing pages (also called ‘lead pages’) are pages that are designed specifically to capture fresh leads. They are usually linked to an online campaign and include relevant keywords that make your product or service more likely to be found in online search results. Most importantly, they should guide the visitor towards a specific course of action (getting more information, downloading something or making an online purchase).

A website will often have different landing pages for particular promotions and campaigns. Often these will include different versions of the same landing page that provide statistics on which keywords and approaches rate better than others. This ‘A/B testing’ means that you can ‘tweak’ and refine your landing pages to optimise your search results. Furthermore, this can be done very quickly enabling business owners to improve landing pages that are doing well and modify or cull pages that are not performing as desired.

A landing page is not a typical website page. While it should include branding cues that link to a business, it will differ in these areas:

1. It will have clear, concise and strong headline that complements the online advertisement that featured in the search result.
2. It will have impeccable spelling and grammar. If this is the first contact a visitor has with your company it's important to create a good impression, particularly if you're asking them to buy something!
3. It will feature trust indicators, including references from reliable sources such as media. If you're wanting people that don't know you to hand over personal information or buy something you need to establish trust. Trust indicators can include testimonials or industry affiliations.
4. It won’t have navigation any other web pages. Instead it will have a clear call to action that guides viewers into your ‘sales funnel’.

Well-constructed landing pages guide visitors through a process and capture key information, resulting in increased enquiries and sales leads while growing your enquiry database.

To find out more about landing pages and how they can work for your business talk to us at mhdesign.