Creating Landing Pages for Success

As we strive to improve our search engine rankings and hopefully gain more traffic to our website, we need to take advantage of using various techniques that greatly improve our chances of getting our site found by potential buyers of our products or services. One technique that we like to use is to create a "landing page". A landing page is a special webpage constructed solely to handle promotions responses. Here motivating text steers the buyer to take a desired action. The links on the landing page are limited to those that you want the viewer to follow.

Here is how we would create a landing page and let's use a lawyer site as an example:
The main site is displayed at savannahlawname.com The law firm practices personal injury, workers compensation, family law and maritime law. In this case, we have four specific practices so essentially we can develop a landing page for each practice.
The first action is to secure a domain name for each specific law practice, such as: savannahpersonalinjurylawyer.com. Don't worry about the length of the domain name, its the keywords or in this case the practice area that is the important factor: “Savannah -personal injury -lawyer.

Each landing page should be simply designed without a lot of distractions (flash, etc.)or slow-loading images/graphics. We want to emphasis each specific practice area and that is key to making this marketing technique successful. We probably cite the lawyer's success stories in his handling of personal injury cases and any other important information that a person looking for a personal injury lawyer would find interesting and cause the viewer to take the desired action. This type of webpage is fairly easy to design and if you want to do it yourself, there are a number of free website template sites available on the Internet and one of the more popular is "WordPress". It is very simple to use and maintain. Remember, you still will need to have the page hosted by an Internet company but since this is an independent website it does NOT have to be on the same server as your main site.

Each landing page content must be written to evoke an action by the viewer. Remember, we want the viewer to go our main site so our promotional message must encourage a viewer to "click" through to our site. Once we have added  the promotional message, we would add a "call-to-action" button or statement that will encourage the visitor to go the (main site) where a viewer can request additional information or ask a question.  An example of a landing page we did for a preschool in Moraga, California can be viewed at (www.moragapreschool.com). The page design illustrates the techniques suggested in this article.

The final step is to properly prepare the page for indexing the site to the major search engines. this is called SEO or search engine optimization. Using a title, description and keyword(s)tags begins the process. I'll be writing more about SEO or Internet Marketing in subsequent articles.

If you do all of this right, I can assure you that you will see a dramatic increase in the visitors to site and hopefully...buyers!