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by Stephen Logan on 28th September 2009
What is a Landing Page?
In simple terms a landing page is simply the page on a website that a paid advert or SERPs links to. The key to any landing page is to be instantly eye-catching so as to get the attention of your visitors as well as to be relevant to their initial search.
Landing pages can hold the key to a PPC campaign’s success or failure. It won’t matter how good the wording of your ad is or how regularly people click on it; if the landing page bears no resemblance to what you’ve advertised, people will soon leave.
Each page of a website is potentially a landing page, therefore you need to be aware of design consistencies and the quality of content on each. Of course it may be impractical to go through thousands of individual pages and optimise them to the very highest standards, no matter how beneficial this may be. However, you need to at least ensure that your primary ‘selling pages’ are up to scratch.
A PPC campaign is just as reliant on the landing page as the landing page is on the traffic generated by the PPC campaign. If one fails, both fail; therefore it is imperative that both are of the highest possible standard. If the page that you want to link into doesn’t look appealing, doesn’t include a call to action or doesn’t have emotive content, update it. Don’t simply link in and hope for the best. Yes, people may still be interested enough to explore further and maybe even use your services, but more often than not it will just lead to more clicks, fewer conversions and more cost.
Prioritise which pages on your site are going to be the most likely destinations for a search engine visitor or a paid advert, then go about making any necessary changes. Whilst it may be preferable to have all of your pages fully optimised and looking fantastic, it could be impractical; so, initially at least, keep focussed on what work really needs to be done.
The landing page is integral to the success of your PPC campaign and your website SEO. It doesn’t matter how good your advertising is, if your site’s pages are a letdown visitors won’t hang around to give it a second chance. But point to the wrong page entirely and you’ll be throwing good money after bad.