Your company's website is the business' face to the Internet. Your Internet Ads lead potential customers to your website. What will the visitor do once he/she lands there? What do you want visitor to do?
For most businesses, a website has many justified purposes: company image/branding, business philosophy, listing or catalog of product/service offerings, why the company is different or what it uniquely offers customers, the enterprise's competitive differentiation, and contact information on how to engage with the business. A good website will juggle all these directions and find a balance that is good for the company.
By contrast, advertising landing pages exist for the sole purpose of turning website visitors into leads.
Customized & Keyword Focused
A focused landing page should be the destination of a particular advertising campaign. The demographic targeting and messaging conveyed in creating and placing Internet ads must be carried across to the web page. They should contain condensed and concise content that differentiates, informs and calls to action.
What makes you different?
Your site needs to state your USP (unique selling proposition), often in more than one location, clearly outlining the reason why you are better than your competition. These competitive differentiators should make a compelling case as to why the customer should choose your business over others. In a landing page setting the USP often needs to be tailored to the keyword being advertised.
When a customer is ready to buy or at least interact with you at a deeper level you need to ensure that they have the means to do so. This involves a kitchen sink mentality where several methods of communicating with you should be offered, allowing the customer to choose how they want to interact. Additional incentives to interact like discounts are also very useful.
In the end though, this is still a website and customers have an expectation that if they choose to dig deeper they should get access to more detailed product/service information. Usually these take the form of links back to your main website where everything is explained carefully.
The MetroGuild Advantage
MetroGuild insists on constructing customized landing pages for every one of our customers. Through our analysis and tracking we have learnt several key behavioral lessons about your visitors that help your site convert leads more effectively. The customized pages are often based on logos, color schemes or even user-interfaces from our customer's website. The layout however, is completely changed to suit the unique needs of a landing page. All our pages are developed for maximum compatibility across multiple browsers and operating systems to ensure all potential leads are tapped.
We also makes extensive use of proprietary widgets that provide unique options for your visitors to contact you like email forms, callback requests and online chat. They also provide new and interesting methods of presenting information. Animated image galleries, tabbed information windows, widgets to help visitors find a matching product or service and calculator widgets for pricing information are just some of the tools we have built to make your site more engaging. An added bonus of using widgets is that they typically have a small footprint, allowing more information to be packed into a landing page without creating unnecessary clutter.
Keeping your site fresh is very important and we achieve this by working with you to create internal coupons, sales, special offers and discounts that are only accessible over the internet. We also work on seasonal promotions for major holidays and festivals when customers are out looking for a bargain. All this ties together to give you the best possible lead conversion rate.