How to drive more traffic to your landing pages

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As search engines become more sophisticated, one of the first things they do when a user enters a query is to determine if the user is looking for an informational answer or a transaction.

A common mistake most businesses make is to drive traffic to informational pages, like “about us” or “product details.”

If you want more leads and sales, you should be driving traffic directly to your landing pages.

What’s a Landing Page?

A landing page can be defined as a central page on your website where visitors are directed for a specific purpose. You might want to create a landing page for each of the major product offerings or services you offer.

Alternatively, you may be looking to create one for a special discount offer or to create a dedicated landing page for visitors who arrive via pay-per-click advertising campaigns. Having just one landing page isn’t enough anymore, especially if you have multiple products or services to offer.

The key to a good landing page is that it’s focused on a single conversion goal. This could be anything from making a purchase, signing up for a newsletter or requesting more information.

Your landing page should also be designed to appeal to your target audience and contain relevant keywords which will help improve your search engine ranking.

The Benefits of a Good Landing Page

A well-designed, effective landing page will do two things:

– It will persuade the visitor to take action.

– It will collect information about the visitor for follow-up purposes.

If you’re not driving traffic directly to your landing pages, you’re missing out on opportunities to convert visitors into leads and customers.

Why Do I Need Landing Pages?

Landing pages allow you to control what content is displayed on the page and when it’s displayed. Instead of displaying an article about your company, you might decide to display a special message that promotes a limited-time promotion or limited supply sale on your product offerings. By using targeted promotional messaging, you’re able to influence visitor decision making when they’re in the buying phase of their purchase cycle.

Landing pages typically contain one primary call-to-action (CTA), like “Buy Now” or “Order Here” etc.

Truly informational queries could result in an email blast from a company but not a sale. Keyword phrases such as “how to” and “what is” are usually informational. Companies can often benefit from sending traffic to informational pages because the results have the potential to be massively scalable.

You can drive traffic to informational pages, which can then convert into leads but you have to give them what they want.

If you want more leads and sales, focus on driving traffic to your landing pages. For example, let’s say you sell eyeglasses and someone uses Google to search for “how do I clean my glasses?” If you own an eyeglass store and your informational page answers this question with instructions on how to clean glasses, you’ve just turned a sales lead into an opt-in customer. You can also use Google Adwords (or any PPC platform) for this purpose by advertising links like: “How To Clean Your Glasses In 5 Easy Steps.” This is why it’s important that your landing page content matches the keywords in the ad text exactly.

Landing pages are often used when promoting products or services on social media sites like Facebook, Twitter, LinkedIn and Pinterest. They can also be included on your website or blog. Creating a successful landing page involves creating compelling content that focuses on the needs of your target market; designing the page so it’s easy to navigate; and creating effective calls-to-action that encourage users to take action on your website.

The Issue With Informational Web Pages

The problem with most informational web pages is that they’re not very informative. You see, when most webmasters create informational pages, they tend to create them for the search engines – not necessarily their potential customers. They want to rank well in the search engines and they don’t care much about their customer’s experience on those pages. Tons of people visit informational pages every month but they usually leave quickly.

You’ve probably seen it happen before; you search on Google or another search engine, you click on a link that takes you to an informational web page, and within a few seconds, you arrive at the search results page again. That’s because most informational pages are poorly optimised for visitors.

Driving Traffic To Your Landing Pages

The best way to drive more traffic to your landing pages is through traffic generation tools. These tools can not only help you get more traffic to your landing pages, but they can also help you improve your conversion rates and generate more sales.

As a search engine, Google is the most widely used search engine in the world. The Google Adwords platform is an incredible traffic generation tool to use while promoting your business. Even if you don’t have a lot of money to spend on advertising, this might be your best bet as it’s affordable and has a high ROI. Although Adwords isn’t free, the investment is worth it. There are people from all over the world searching for information on your topic and Google lets you target these people with your ads.

The disadvantage of using paid advertising such as AdWords is that once you reach your spend limit, you are no longer visible. Search engine optimisation is part of a more effective and cost-effective digital marketing strategy for most brands. It is an affordable method of increasing the number of leads and brand exposure. It may sometimes take time for organic searches to lead to your site but this strategy has much more potential.