Understanding Landing Pages
In the most basic understanding, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.
Landing pages are critical for conversion optimization in paid search marketing. Use custom designed landing pages with offers and your SEM campaign will generate more leads. Custom landing pages tied to specific ad groups have a massive advantage over using a secondary page of your website. The reason why is simple. Landing pages can often have conversion factors built in. An example of a highly effective conversion factor is the self-test. Landing pages are also more engaging and can have well placed and designed videos right next to the custom call to action.
Generate More Patient Interest With Landing Pages
The objective of the landing page when used in paid search should be to capture the user demographic information so that you can easily communicate with a patient and help them move to the next level. The length of your form and the level of personal data requested can have a direct impact on conversion. Ask for the bare minimum amount of information that will enable you to market to your prospects effectively. The fields in the forms can be made to be mandatory so that you get all the vital information that you need for follow-up.
These landing pages can have distinct elements:
- Call to action
- A good tagline
- An offer
- Download white paper
- Webinar registration
- Self assessment test