Everyone that has a web site has a landing page. It’s a fancy title for the single most important page on your web site. A landing page can be defined as the first page a visitor sees when they access your web site.
A landing page has many responsibilities; and if it can’t live up to those responsibilities, it’s up to you to “fire” that landing page. Let’s take a look at a few of those “responsibilities”.
- Most businesses put up a web site with the hopes of attracting new customers. One of the jobs of that landing page is to entice the visitor to look deeper into your site, to learn more about your business.
- Of course, the landing page should be a major factor in the visitor’s decision to purchase your product or service.
- The best way to get more visitors to your web site is if they are sent there by other viewers; another job for your landing page.
- For me, obtaining subscriptions to my blog or to my small business support site ( www.onebizcentral.com) is the job of my landing page.
- Last but not least, I expect my landing page to generate comments. This helps me determine if I am on the right track with my web site and with the services I offer.
This is not an article on how to drive traffic to your web site. If you have completed any amount of web site marketing you will get some hits (people that at least open your web site). Statistics are easy to obtain and you can keep accurate visitor records,
Now that you know what a landing page is and its job responsibility, it’s time to analyze your own landing page. Your landing page is not doing its job if you are not getting new business as a result of your web site. It’s not doing its job if traffic to your web site is not increasing.
Your landing page is a door to your business. Potential customers are going to open the door, look in and either come in and purchase or shut the door and look elsewhere. Spending a lot of money on marketing to send traffic to your web site is a waste of money if your landing page does not know its responsibilities.
Like any other employee in a critically important position in your company, the performance of your landing page has to be constantly checked. If it’s not performing as expected, give it additional support; and if its still not achieving the needed results, fire it and hire a new landing page. The measurement of the effectiveness of a landing page does not take a long time; make the change if the above mentioned criteria is not happening. Like any other key employee, there may be some cost involved, but it’s one of the best business investments one can make.
Nick J. Petra CFP reach nick at email@example.com sign up today at www.onebizcentral.com
Success is often the result of the action that a leader took when others would have waited. Nick J. Petra CFP