Efforts such as PPC (Pay-Per-Click) and SEO (Search Engine Optimization) have a goal of increasing the number of clicks to your site. However, just because they've landed on your web site doesn't mean that the visitor wants to behave the way you desire them to. How many times have you searched for a specific item just to have the link drop you off at the company's home page. They want you to come into their house via the front door so you can see everything they provide. When someone is entering specific keywords on Google they're highly qualified and looking for something specific. Sending them to your home page and making them find what they're looking for could be enough to turn them away.
Online shopping habits are different than those of regular brick and mortar. In the retail brick and mortar world you have distance and time as a barrier to going to a competitor to purchase the same product. Online if the visitor gets slowed down or confused they merely hit the back button and look at the other companies that came up within their initial search. They're virtually two clicks away from your competition.
The best practice is to take visitors that enter specific keywords directly to a page that fits their query. In a targeted PPC program your Ad Groups should relate to a specific service or product and all clicks from that Ad Group should be sent to a landing page specific to that service or product request. In most cases, it's better to create a specific landing page for each Ad Group.
Each landing page should include the service or product of course but it should also include information on the page or links to information such as testimonials, product reviews, detailed specifications and comparative analysis against comparative services or products. The most important thing to have on the page is a quick way for the visitor to acquire more information. This shouldn't be just a phone number. Everyone wants options so allow them to fill out a form to receive more info, sign-up for an educational email as well as your phone number so they can call. It's extremely important that all information requests be followed up on very quickly.
Landing pages are an integral part of turning clicks into leads/sales. Your visitor don't want to browse; they want an answer to their search query. Sending them to a landing page that has answers to their questions and a clear call-to-action will dramatically increase your leads/sales.
If you have any questions please feel free to contact us at www.ontargetinteractive.com.
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