Everybody loves a Smooth Landing.
When we welcome visitors to our website it’s really easy to just point them in the direction of the Home Page and hope they take the time to look around before they find what they really want. Depending on how easy your website is to navigate, and how much time and motivation your visitors have, that could be a bit of a bumpy ride.
But, what if there was a way to welcome visitors in a more personalized way, acknowledging where they’ve come from and pointing them towards what they’re looking for? Well, good news, there is. It’s really easy to do, it can make a huge difference to both them and you and it’s called a Landing Page.
If you use something like WordPress then it’s really easy to make one up yourself, if not, have a chat with your Graphic/Web Designer who should be able to do one for you (for a price).
Put simply, a landing page is a page on your website geared specifically to traffic coming from a particular place i.e. the link to your company website from your LinkedIn Profile. They are not generally visible as part of your normal website, just through the link you provide.
By making sure that only people who click on that specific link will reach that particular page means you already have a whole load of information you can use to make the content more personal, more relevant and more valuable – and your visitors will love that!
For example, I have a Landing Page for people who click through to my site from my Linked Profile. On it, I thank them for visiting from LinkedIn. Because they’ve come from LinkedIn it would seem sensible to think that that’s something that might interest them so I provide direct links to my articles and blog posts about LinkedIn and how to use it. I also take the opportunity to show adverts for any of upcoming LinkedIn training courses I have.
Obviously it’s not going to be the same for everyone – that’s the whole point. If you use LinkedIn to recruit you might want a page that focuses on careers, if you use Twitter to build sales, you might want a Landing Page that publicizes a discount for people coming from a particular site – the options are endless. What’s important is that you think about where the visitors are coming from and what they’ll want to see, and then provide them with it!
Well, for a start it’s better for the people coming to your website. They feel more valued, they don’t get lost looking for information and they’re more likely to stick around.
But there are advantages for you too. Using landing pages makes it really easy to ensure people seethe content most relevant to them. Plus it makes it really easy to measure and monitor your traffic.
You’ll be able to see how many people are coming to your site from LinkedIn, Twitter or wherever you posted the link. You’ll be able to see what they look at once they’re there. And, as a result, you’ll be able to provide more targeted and relevant contact to increase the number of people clicking through and potentially increasing your conversions rate of visitors to enquiries to clients.
When it’s so easy to do and it has such massive advantages, why wouldn’t you?