Landing pages are designed for one purpose only: CONVERSION
Landing pages get to the point. Homepages do not.
By dedicated, we mean that the page has (virtually) no ties to your website, and serves only one purpose: getting your visitors to convert through a single call to action.
By campaign-specific, we mean that for each initiative or marketing campaign you run, you should have a tailored page just for that campaign.
If you compare your homepage to a landing page, you’ll see why landing pages are so important to the success of your campaigns.
Your homepage is designed with a more general purpose in mind. It’s your Brand Central Station. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
- Contains many links and navigation points (notice all 9 orange circles?)
- Encourages exploration rather than conversion
- Designed for many purposes
Think of the links on your pages as leaks. Each link on a page that doesn’t support your conversion goal (such as calling you about a car accident) is a distraction that will dilute your message and reduce your conversion rate.
Landing pages produce better campaign results because – by dedicating themselves to just one action with an attention ratio of 1:1 – they narrow a visitor’s focus and get more people to follow through with your call to action.
As an example, let’s say you wanted to focus on generating more car accident cases this month. First you would create a separate lead generation campaign in Google. Then to get the highest conversion rates and encourage the most phone calls, you’d send that campaign’s traffic to a dedicated landing page instead of your homepage.
Once the prospect clicks this ad they would be taken to a custom landing page designed just for car accident prospects.
You are matching the landing page with the intent of the search, and only giving them one option…tap to call your office!
Your Landing Page Bounce Rates Will Be 100%
The only way for a prospect to call you from a landing page is…to bounce off the page with a phone call. In this case you want high bounce rates, as long as they are related to phone calls.