Define Landing Page

Landing pages are websites that are accessed when an online visitor clicks on a link and is then directed to a dedicated page based on a pain point or a specific search term.

Here are 5 things you need to know about landing pages.

  • Google is now penalizing companies who direct organic search visitors back to generic homesites rather than dedicated landing pages
  • Goals - The objective of a landing page is to convert visitors into leads by providing them with a piece of valuable content in exchange for their contact information.
  • Design - A design that is easy on the eyes and easy to scan can instantly build trust. When designing your landing page here are two things to keep in mind.
    • Removing navigation to increase conversion rates on a specific campaign.
    • Use visual cues (bold, italics, underlines, bullets, etc.) to communicate the most important information
  • Personalization of Content - Due to changes in Google's organic search algorithm, marketers no longer have access to the organic search words that are driving the most traffic. This means rather than focusing on keyword building, marketers need to create custom, personalized content that focuses on addressing buyer intent signals. The title, subtitle, URL, content and offer should all revolve around a specific search term.
  • Testing - A/B testing is a crucial way to improve conversion rates on your landing pages. Certain content and certain offers may resonate well with certain visitors but not with others - the only way to find out though, is through testing.

Captora is a revolutionary solution that is tackling a major issue in modern digital marketing. That is, how can I get my content in front of the right audience? Companies like Marketo, leverage Captora in order to identify content opportunities and build hundreds of landing pages at scale! See how Captora can help you find and capture potential buyers before your competition!

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