Landing pages. They are those magical pages on your website that pave the path for a potential customer allured by your digital advertising message to learn more about what you have to offer. In the words of broadcaster Paul Harvey, landing pages offer The Rest of the Story.
Through an online video or banner ad, you set potential customers up for excitement. You are offering them the newest. The best. The cheapest. The sale of the century. Or whatever it is that you have to make their lives wonderful. Those messages draw attention.
However, even if you have a ginormous ad budget, you still likely can’t communicate all the wonders of your offer, product, or service within the confines of your ad. That’s where a landing page comes in to tell the rest of the story.
You may be asking, why not just link your ad to your website’s home page? It’s typically the highlight of a website and the usual starting page for pretty much most of the traffic to the site. And then people can use the site navigation to figure out where to go from there. Right?
The problem is, the attention span of an average web surfer is pretty short – about seven seconds. If you make it too difficult for your site visitors to find information (as in, it’s not completely obvious), they’re going to bounce right off your site in search of the next shiny object.
And visitors to your site aren’t going to just dive into the content and read it word for word, searching for relevance to your ad. They’re going to scan it, looking for obvious signs that it fulfills the promise that was made to them to get them there in the first place. If your enticing offer isn’t immediately available loud and clear, your viewers will quickly lose interest.
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Got your attention, right? (If you have no idea what we’re talking about, go back up a few paragraphs and start reading. It will make sense.)
Offer-specific landing pages on your website provide the best opportunity to connect your digital ads to the rest of the story. They arm site visitors who clicked on an ad with the details on what you have to offer and give them an easy opportunity to make a purchase or ask for more information. If you need help creating landing pages for your site or even developing a digital campaign from beginning to end, give us a shout. And now you know the rest of the story.
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