Better Conversion Tip #8 – Create Targeted Landing Pages
When you’re driving traffic to your website with ads, make sure the visitor arrives at a page that is consistent with the message in the ad. In most cases, that means that it will be far more effective to have a targeted landing page for the traffic, rather than simply send the traffic to your home page.
The same general principle applies to other traffic sources such as articles. If you’re promoting your expertise in specific area, make sure the link from the article goes to a page that contains relevant information about that area.
Why do this? It’s all about having a smooth-flowing “conversation” with the prospect. You’ve attracted attention with a specific message and you want to continue that conversation.
Also, if you sell a product that, for example, appeals to both doctors and dentists, create separate landing pages that speak directly to each group. That is, you’ll have a landing page that speaks to doctors and another that speaks to dentists. If you advertise in an ezine for doctors, you would want your link in the ad take them to the doctor landing page. Same goes for dentists.
Whatever ad or article they are viewing, your landing page should be an extension of that ad or article. You want to continue the conversation already going on in their minds. Not only is this more effective than a “one size fits all” landing page, but with Google’s changes in their Adwords policy, you’ll find your cost per clicks may go way down if your landing page is more relevant to the ad you are showing.
For example, if I search for “how to grow tomatoes”…
